bake - May 2015 - 44

Storytelling
with Sweets
When it comes to marketing, retailers need to challenge the sta-

Retail bakeries like Southern California-based Vanilla Bake Shop

tus quo to keep relevant with today's changing consumer as well

specialize in meeting the unique needs of their customers, who

as new ethnically diverse demographics, multiple income levels

can range from wedding couples to on-the-go travelers at the

and emerging technology that is altering the way people shop.

Los Angeles International Airport (LAX).

In a recent presentation during the American Bakers Associa-

In Los Angeles' Tom Bradley International Terminal, airline trav-

tion annual convention in Orlando, Florida, John Rand, senior

elers can satisfy their sweet tooth at Vanilla Bake Shop, known

vice president, retail insights for Kantar Retail, urged attend-

for its cakes, cupcakes and assorted sweets with a focus on

ees to rethink about how they merchandise and market their

fresh, high-quality ingredients. Vanilla Bake Shop was recently

products as well as how they romance their brands. "(Consum-

named as one of the top five retail bakeries at US airports by

ers) don't buy cupcakes. They buy a birthday party. Think about

The Go Group.

where it's going. Tell a story," he says.
For more formal affairs, Vanilla Bake Shop offers a wide range
Rand cautions against generalizing about millennials, boomers

of wedding cakes, such as a French inspired wedding cake

and other demographic groups. Rather, he encourages look-

table or a champagne sequin wedding cake.

ing at today's consumers as highly fragmented. Focusing on
"mom" or "millennials" who are 18 to 35 as a cohesive group

For avid movie fans, DecoPac, Inc. has launched a variety of

is a highly simplified approach to marketing baked goods or

Star Wars-themed cake, cupcake and dessert decorations. The

any other product, Rand says. Rather, today's market is highly

collection includes designs from Star Wars Rebels, Star Wars

"fractionalized."

Classic (and the highly anticipated theatrical release of Star
Wars: The Force Awakens later this year). 

"One out of every 10 kids born is a first child from a person who
is over 35, so what does that do to your system?" he asks. "It's
just a different world. Gen Y is coming in large numbers. That's
good. They want different things; that's probably good. You
need to stay ahead of the curve on this. They're also economically split. We need to recognize that not only is there a new
generation in town, but it's also not coherent. It's not consistent.
It's not one big thing. It's lumpy."

44 < MAY 2015 | bakemag.com


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bake - May 2015

Table of Contents for the Digital Edition of bake - May 2015

bake - May 2015
Editor's Note - A Need for Transparency
Table of Contents
News Bites - Bakers set sights on gold medal at iba
Alternative pizza formats
AIB certification enhances website
My Favorite Things
Management - Prevention
Labor Front - FSMA Moves Forward
Ingredients - Blueberry Challenge
Equipment - The Science of Fermentation
The Scenic Route to Success
A Buying Environment
What's Your Sign
Heirloom in Bloom
Bagel Popularity
Donut Craze Continues
Storytelling with Sweets
Easy, frozen, gourmet
Cafe - Sandwich Delivery
Products
Product Showcase
Classifieds
Ad Index
Online - BakeMag.com
bake - May 2015 - BB1
bake - May 2015 - BB2
bake - May 2015 - bake - May 2015
bake - May 2015 - 2
bake - May 2015 - Editor's Note - A Need for Transparency
bake - May 2015 - 4
bake - May 2015 - 5
bake - May 2015 - Table of Contents
bake - May 2015 - AIB certification enhances website
bake - May 2015 - My Favorite Things
bake - May 2015 - 9
bake - May 2015 - Management - Prevention
bake - May 2015 - 11
bake - May 2015 - Labor Front - FSMA Moves Forward
bake - May 2015 - 13
bake - May 2015 - Ingredients - Blueberry Challenge
bake - May 2015 - 15
bake - May 2015 - 16
bake - May 2015 - 17
bake - May 2015 - Equipment - The Science of Fermentation
bake - May 2015 - 19
bake - May 2015 - The Scenic Route to Success
bake - May 2015 - 21
bake - May 2015 - 22
bake - May 2015 - 23
bake - May 2015 - 24
bake - May 2015 - 25
bake - May 2015 - 26
bake - May 2015 - 27
bake - May 2015 - 28
bake - May 2015 - 29
bake - May 2015 - A Buying Environment
bake - May 2015 - 31
bake - May 2015 - 32
bake - May 2015 - 33
bake - May 2015 - What's Your Sign
bake - May 2015 - 35
bake - May 2015 - 36
bake - May 2015 - 37
bake - May 2015 - Heirloom in Bloom
bake - May 2015 - 39
bake - May 2015 - Bagel Popularity
bake - May 2015 - 41
bake - May 2015 - Donut Craze Continues
bake - May 2015 - 43
bake - May 2015 - Storytelling with Sweets
bake - May 2015 - 45
bake - May 2015 - Easy, frozen, gourmet
bake - May 2015 - 47
bake - May 2015 - Cafe - Sandwich Delivery
bake - May 2015 - 49
bake - May 2015 - 50
bake - May 2015 - 51
bake - May 2015 - Products
bake - May 2015 - Product Showcase
bake - May 2015 - Classifieds
bake - May 2015 - 55
bake - May 2015 - 56
bake - May 2015 - Ad Index
bake - May 2015 - Online - BakeMag.com
bake - May 2015 - 59
bake - May 2015 - 60
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