bake - July/August 2020 - 36

cakes

THE KIOSK
model

As food safety issues evolve into a lasting impact of the COVID-19 pandemic, the question looms over how bakery shoppers
will behave in the future. Are current store layouts and merchandising programs acceptable, or will shoppers balk at the idea of
any future close interactions? Are we heading for a scenario in
which social distancing becomes the everyday norm?
"Now the interesting thing is there is a paranoia from consumers about not wanting to be near store employees, and now em-

ence because they are getting exactly what they want. And you

ployees don't want to be near consumers," says Sam Zietz, chief

end up with a higher average ticket."

executive officer of Grubbrr, a technology company dedicated

This scenario not only applies to a supermarket bakery, but a

to providing businesses with the perfect ecosystem of products

retail bakery, as well. For retail bakers, it is simply a matter of re-

to maximize operational efficiency and ensure customer satis-

thinking the customer experience from their vantage point, not

faction.

yours. Then it becomes a customer-centric experience.

Changing business models that were on pace to emerge over

Retail bakeries are gradually embracing the notion that

two to 10 years are "now right

shoppers want something personalized, but they do not want

in front of everybody's face,"

to spend a lot of time waiting. Some customers may prefer to

he adds.

preorder decorated cakes online, but that scenario does not ac-

What this means is that
profound changes are ahead
in the business of selling cakes and other

count for the many shoppers who prefer to go into the store and
still want a personalized experience.
"At the kiosk, you are looking at realistic photos and clear descriptions," Zietz explains.

fresh bakery prodFuture implications

Kiosks are one

Industry leaders like Starbucks and Panera Bread are responding to

key solution, Zietz

new realities to ensure customers are safe and satisfied with their

says, and one that

service. In its continued effort in prioritizing the health and well-

works especially well

being of employees and customers, Starbucks announced that be-

for decorated cakes. Why?

ginning on July 15, it will require customers to wear facial coverings

Consumers can head over to

while visiting all company-owned café locations in the US.

the instore kiosk and place

At select locations where a local government mandate is not

their cake order with a few

in place, customers that may not be wearing a facial covering

clicks, return to shopping for

will have various options to order from Starbucks, including or-

other products in the store,

dering at the drive-thru, curbside pickup through the Starbucks

and then return when their

app or placing an order for delivery through Starbucks Delivers.

cake is ready.

Consumers have historically turned to sweet snack foods for

"We have done cake builders for the

comfort and enjoyment during challenging times, like the Great

bakery department, and when consum-

Recession, but this behavior has been heightened during the

ers come back their cake is boxed up

COVID-19 pandemic, according to The NPD Group.

and ready to go," he says. "It is a

Given both the economic and well-being stressors related to

much better customer experi-

COVID-19, indulgent snacking is playing an even more important

36 < JUL-AUG 2020 | bakemag.com

GRUBBRR/STARBUCKS

ucts to shoppers.


http://www.bakemag.com

bake - July/August 2020

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