bake - November 2019 - 36

LAWRENCE FOODS
Instore made products are the primary

on YouTube. To make these videos acces-

FAST FACTS

method for bakeries to differentiate them-

sible to customers, Lawrence Foods utilizes

Lawrence Foods has a team
of technical experts ranging from merchandising and
marketing specialists to one
of the leading R&D teams in
the industry. The sales and
marketing team creates all of
the training videos in house.
This allows Lawrence Foods to
create custom content specific
to the needs of its customers.

selves from their competitors. By capitalizing

multiple modes of delivery. Customers can

on current trends and building displays to

access the Lawrence Foods library of videos

showcase these designs, retail stores are able

via its website, web links and QR Codes.

In addition, Lawrence Foods
recently expanded its warehousing facilities. Along
with the additional storage
capacities the new warehouse
provides, the company is currently in the process of building a training facility to serve
customers.

to build a relationship with consumers that
will bring them back for all their bakery needs,

QR Codes have proven to lead the way

says Rhonda Delaney, vice president of sales

with end users, she adds. The ease and

and merchandising for Lawrence Foods.

convenience of scanning a QR Code has
resulted in signiﬁcant success with retailers.

"Unfortunately, personnel turnover continues

Lawrence Foods is able to offer customers

to be an obstacle for bakeries," she says.

data from the scanned QR Codes - "how

"Training new employees is a challenge.

many of their employees are utilizing these

While many bakeries are turning to prepack-

tools, what time of day they were used,

aged goods, Lawrence Foods has devel-

along with so much more."

oped an easy, user-friendly method to
assist with this problem. Our training video

In addition, Lawrence Foods offers

library consists of over 65 videos that take

complete training programs to be used in

only minutes to watch - yet offer thorough

conjunction with the training videos. These

step-by-step instructions for everything from

can be used in large group settings for

production tips to the most recent trends

seminars or with individuals in a one-on-one

customers are seeing on social media."

type setting.

Younger generations entering the workforce

In today's digital world, ecommerce is

learn visually through technology. Google

becoming more prevalent, Delaney points

reports that when learning something new,

out. IRI reports that 77% of all purchasing

millennials are 2.7 times more likely to prefer

decisions for consumer packaged goods

to do so by watching a YouTube video

starts online. "Cake orders can be made with

compared to reading a book, Delaney says.

the click of a button and famous bakeries
will ship their cakes across the country," she

36 < NOV 2019 | bakemag.com

Lawrence Foods is capitalizing on this

says. "This further proves the importance of

through the use of training videos hosted

creating differentiation from the competition."

LAWRENCE FOODS

Rhonda
Delaney

http://www.bakemag.com

bake - November 2019

Table of Contents for the Digital Edition of bake - November 2019