bake - November/December 2024 - PAN37

Social Media Strategies
O
ften, a new generation ushers in
a new range of opportunities.
This is especially true for leading
panaderías in the Salt Lake City area,
where an increasingly diverse population
base is hungry for new flavors and new
experiences when they buy products from
their local bakeries.
At Cakes by Edith in Riverton, Utah,
the two daughters of the bakery's owners,
Jorge Lopez and Edith Gallegos, are now
working to expand the family business
using their unique sets of skills.
Alma, their oldest daughter, earned a
college degree in business administration,
and daughter Diana earned a college
degree in marketing. Both play an
instrumental role in new business
strategies that include the ability of
customers to order online from the
bakery, as well as social media marketing
to increase their bakery's exposure within
an ever-expanding community. The
bakery delivers directly to customers in
the greater Salt Lake City area.
" Our customers can now order their cakes
from everywhere, " Alma explains. " We have a
connectivity with customers. They trust us. "
And on social media, Diana points out
that TikTok has emerged as the No. 1
place to feature trending cakes for potential
customers to find.
" You always have to stay innovative, "
Diana says. " We make sure that our
customers follow us on TikTok. We
definitely have a clear vision of what we
want to accomplish and how we can help
each other through our different roles. In
social media, we each have a specialty. "
Thanks to online influences, bakeries in
this area are witnessing increased exposure,
familiarity, and consumer demand for
Hispanic bakery items from a wide variety
of origins.
Esperenza Bakery in West Valley City,
Utah, emphasizes to its online customers
the availability of many varieties of breads
and sweets that they offer, including
Venezuelan breads with fillings, Salvadoran
breads with stuffed salty cheese, polvorone
cookies with cajeta filling, and cajeta and
cream cheese muffins - among their many
top sellers. Creative and colorful donuts are
another signature item.
They like to decorate different styles
of donuts, says Mariza Duarte, who runs
Esperenza Bakery with her husband,
Homero Mojica.
Elotes are another specialty here,
available in a variety of flavors.
These types of diverse Hispanic products
attract an increasingly larger number of
customers from a wide variety of cultures.
At Alicia's Panadería in West Valley
City, Utah, tres leches cakes are a
specialty here. Beyond tres leches, they
offer incredible mil hojas, vanilla pound
cake, and pan de queso - among the many
favorites.
Their customer base is increasingly
diverse with many different Hispanic
customers coming in to try many different
things. Venezuelan breads, for example,
are gaining popularity. And there are
other nationalities who are becoming
regulars at the bakery, like Polynesian
islanders who live in the area and love the
flavors of the breads.
" We have customers who come from as
far as Oregon and California, " explains
Alicia Martinez. " They come in and
buy big boxes of bread. And many truck
drivers stop here and get boxes of bread
for their trip. "
PANADERÍA | DECEMBER 24
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bake - November/December 2024

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