bake - March/April 2020 - 10

department
practical
marketing

online reviews

Word of mouth goes a long way when it comes to marketing,

about, but online reviews help you know if that is really what

but nowadays that word of mouth has become digital. Consum-

your customers are seeing and experiencing.

ers often do a quick scan on Google, Yelp or Facebook before
deciding where to eat or which shop to pop into.
In this digital age of online reviews, you have the chance to
know what customers are saying about your bake shop and use
that information to boost sales.

In order to capitalize on digital reviews, it's important that you
pay attention to them. When a review is posted, you have the
chance to respond.
"Every time a Yelp review pops up in my email, there's always
a little heart attack. It can be so sad sometimes. Especially when

Yelp is the No. 1 online review site nationwide. Its business

it's something you could have addressed at the time or in per-

pages allow a baker to post photos, menu information, hours of

son. But it can provide you with an opportunity to address a

operation, share personal stories about the history of the bakery,

misconception," Griego says.

the staff and the chef and more.

She reads every review posted and tries to respond timely.

In downtown Chicago, Esther Griego, managing partner at Bit-

Yelp recommends within 24 hours. If it's a negative review, it

tersweet Pastry Shop, says it's critical for bakers to be aware of

gives the baker a chance to resolve the issue. But it's important

what is being said about their business online. The bake shop

to respond to positive reviews, as well. If you have a fan out there

has been in business since 1992, but in the past five years since

saying great things about your bakery, thank them for it. This will

Griego stepped into the family business digital communication

most likely inspire repeat positive reviews.

has been amped up.

Timeliness also is important for customers looking for spe-

"There are a lot of different forums, Facebook reviews, Google

cific products. In early March, Bittersweet received an online

reviews, and wedding sites that have reviews. It's a great window

question about Paczkis for Fat Tuesday. Paczkis are a native,

to see how you are perceived and what your customers either

Polish pastry similar to a doughnut. Historically, they were eat-

value or are looking for when they come in. It might not even be

en on Fat Tuesday because they used up all the lard, sugar,

things that are on the top of your mind," she says.

eggs, and fruit in the house that were forbidden during the sea-

She adds that you, the baker, know what your brand is all

son of Lent. Griego replied to the review confirming that Bitter-

YELP

the advantage of

10 < MAR-APR 2020 | bakemag.com

Bake_Mar-Apr20.indb 10

3/26/2020 2:21:31 PM


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bake - March/April 2020

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