bake - December 2019 - 32

32 < DEC 2019 | bakemag.com

How to add valuable
profits to your
bottom line.
BY BRIAN AMICK
A bakery's success can be dependent on many
things beyond the quality of its baked goods. If
you are able to successfully market your bakery,
you can grow its following and sell more than
just food and beverages.
Speaking at the 2019 International Baking
Industry Exposition on "The Art of the $7
Cupcake," Janelle Copeland, owner of Glendale,
California's The Cake Mamas and a former
winner of Food Network's Cake Wars and
Cupcake Wars, spoke about how to make
products that customers can't help but share on
social media.
According to Copeland, it all starts with a
bakery's brand, which speaks to customers
before products actually can. It's important to
understand that brand, deﬁne the competitive
distinctiveness that makes it stand out from other
businesses, and then relate that to customers.
Once a brand is established, the bakery can
proﬁt off its own name. That's where merchandising comes into play.
Few bakeries know the value of building a brand
and leveraging that into merchandise sales
better than Voodoo Doughnut. The growing
donut empire ﬁrst started as a neighborhood
destination for a sweet treat. Soon, though, it
began building its reputation as a top tourist
attraction in the city of Portland, Oregon, and
other cities where it has opened locations.
Voodoo Doughnut was able to craft that image
through high-quality products and ingenious

PHOTOS COURTESY OF VOODOO DOUGHNUT & VARSITY DONUTS

merchandising

Right: Caption

revenue

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bake - December 2019

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

bake - December 2019
Editor's Note - THE DESIGN ISSUE: 2020 VISION
Contents
Management - Veteran's Wisdom
Technical Corner - CALIFORNIA AVOCADOS
Practical Marketing - Fox in the Snow
Equipment - The Future of PACKAGING
Where Savory Meets Sweet
The Porto's Way
Merchandising Revenue
Chocolate - Chocolate Chef Competition
Cakes - PUT A STAMP ON IT
Sweet Goods - 6 Steps to Online Success
Breads - Variations on RYE
Pastries - Parisian MACARONS
Foodservice - Europain 2020
Product Showcase
Classifieds
Ad Index
Formula of the Month
BakeMark's Panaderia
CARTA DE INTRODUCCIÓN/CONTENTS
INTRODUCTORY LETTER/CONTENTS
PAN Y HORNEO - Variedades de pan dulce
PASTELES Y DECORACIONES - Toques Decorativos
Desarrollo de Nuevos Productos
PERFILES - ZIMATLAN BAKERY & DELI
LOLA’S MARKET
RICA PANADERÍA
EL NOPAL BAKERY
RECETAS DESTACADAS
SOLUCIONES CON PRODUCTOS DE BAKEMARK
BREAD AND BAKING - Sweet Bread Varieties
CAKES AND DECORATING - Decorative Accents
New Product Development
PROFILES - ZIMATLAN BAKERY & DELI
LOLA’S MARKET
RICA PANADERÍA
EL NOPAL BAKERY
FEATURED RECIPES
PRODUCT SOLUTIONS FROM BAKEMARK
bake - December 2019 - bake - December 2019
bake - December 2019 - bake - December 2019
bake - December 2019 - 2
bake - December 2019 - Editor's Note - THE DESIGN ISSUE: 2020 VISION
bake - December 2019 - 4
bake - December 2019 - 5
bake - December 2019 - Contents
bake - December 2019 - 7
bake - December 2019 - Management - Veteran's Wisdom
bake - December 2019 - Technical Corner - CALIFORNIA AVOCADOS
bake - December 2019 - Practical Marketing - Fox in the Snow
bake - December 2019 - 11
bake - December 2019 - Equipment - The Future of PACKAGING
bake - December 2019 - 13
bake - December 2019 - Where Savory Meets Sweet
bake - December 2019 - 15
bake - December 2019 - 16
bake - December 2019 - 17
bake - December 2019 - 18
bake - December 2019 - 19
bake - December 2019 - 20
bake - December 2019 - 21
bake - December 2019 - 22
bake - December 2019 - 23
bake - December 2019 - The Porto's Way
bake - December 2019 - 25
bake - December 2019 - 26
bake - December 2019 - 27
bake - December 2019 - 28
bake - December 2019 - 29
bake - December 2019 - 30
bake - December 2019 - 31
bake - December 2019 - Merchandising Revenue
bake - December 2019 - 33
bake - December 2019 - 34
bake - December 2019 - 35
bake - December 2019 - Chocolate - Chocolate Chef Competition
bake - December 2019 - 37
bake - December 2019 - Cakes - PUT A STAMP ON IT
bake - December 2019 - 39
bake - December 2019 - Sweet Goods - 6 Steps to Online Success
bake - December 2019 - 41
bake - December 2019 - Breads - Variations on RYE
bake - December 2019 - 43
bake - December 2019 - Pastries - Parisian MACARONS
bake - December 2019 - Foodservice - Europain 2020
bake - December 2019 - Product Showcase
bake - December 2019 - 47
bake - December 2019 - Classifieds
bake - December 2019 - Ad Index
bake - December 2019 - Formula of the Month
bake - December 2019 - 51
bake - December 2019 - 52
bake - December 2019 - Blank - 1
bake - December 2019 - Blank - 2
bake - December 2019 - BakeMark's Panaderia
bake - December 2019 - Pan - 2
bake - December 2019 - CARTA DE INTRODUCCIÓN/CONTENTS
bake - December 2019 - INTRODUCTORY LETTER/CONTENTS
bake - December 2019 - Pan - 5
bake - December 2019 - PAN Y HORNEO - Variedades de pan dulce
bake - December 2019 - Pan - 7
bake - December 2019 - Pan - 8
bake - December 2019 - Pan - 9
bake - December 2019 - PASTELES Y DECORACIONES - Toques Decorativos
bake - December 2019 - Pan - 11
bake - December 2019 - Pan - 12
bake - December 2019 - Pan - 13
bake - December 2019 - Pan - 14
bake - December 2019 - Pan - 15
bake - December 2019 - Desarrollo de Nuevos Productos
bake - December 2019 - Pan - 17
bake - December 2019 - Pan - 18
bake - December 2019 - Pan - 19
bake - December 2019 - Pan - 20
bake - December 2019 - Pan - 21
bake - December 2019 - PERFILES - ZIMATLAN BAKERY & DELI
bake - December 2019 - Pan - 23
bake - December 2019 - LOLA’S MARKET
bake - December 2019 - Pan - 25
bake - December 2019 - RICA PANADERÍA
bake - December 2019 - Pan - 27
bake - December 2019 - EL NOPAL BAKERY
bake - December 2019 - Pan - 29
bake - December 2019 - RECETAS DESTACADAS
bake - December 2019 - SOLUCIONES CON PRODUCTOS DE BAKEMARK
bake - December 2019 - BREAD AND BAKING - Sweet Bread Varieties
bake - December 2019 - Pan - 33
bake - December 2019 - Pan - 34
bake - December 2019 - CAKES AND DECORATING - Decorative Accents
bake - December 2019 - Pan - 36
bake - December 2019 - Pan - 37
bake - December 2019 - New Product Development
bake - December 2019 - Pan - 39
bake - December 2019 - Pan - 40
bake - December 2019 - Pan - 41
bake - December 2019 - PROFILES - ZIMATLAN BAKERY & DELI
bake - December 2019 - Pan - 43
bake - December 2019 - LOLA’S MARKET
bake - December 2019 - Pan - 45
bake - December 2019 - RICA PANADERÍA
bake - December 2019 - Pan - 47
bake - December 2019 - EL NOPAL BAKERY
bake - December 2019 - Pan - 49
bake - December 2019 - FEATURED RECIPES
bake - December 2019 - PRODUCT SOLUTIONS FROM BAKEMARK
bake - December 2019 - Pan - 52
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