I was chatting recently with one of the founders of Bake Me Happy, Letha Pugh, and we began talking about the things that motivate consumers to visit bakeries. With products ranging from breads, pastries, specialty cakes, cookies and other sweet treats, customers have a variety of reasons to frequent bakeries. But there are deeper intrinsic values and beliefs that drive repeated bakery trips. Additionally, have you ever wondered what distinguishes an in-store bakery from a local, perhaps family, bakery. Here are five reasons customers are likely to visit their neighborhood bakery.
Satisfy a Sweet Tooth or the Sweet Tooth of a Loved One.
No surprise here. A key reason customers visit bakeries is to satisfy a sweet tooth. Even if they themselves don’t have a sweet tooth, they might enjoy picking up baked goods for loved ones or colleagues who do. For people who have a sweet tooth, they may visit the bakery that is closest or the one that offers the unique treat their pallet craves.
Interest in an Inviting or Inspiring Origin Story.
In addition to having a sweet tooth, some people visit local bakeries because they’re drawn to the bakery’s origin story. It can be exciting and interesting to learn how bakeries came to be, and how they’ve sustained themselves over the years. For instance, Dewey’s in Winston-Salem, North Carolina has a phenomenal story of launching during WWII amid sugar rationing. Their story includes patrons bringing a cup of sugar to the bakery in order to help the bakery fill their cake orders. For some patrons, the back story inspires brand loyalty. It also helps them emotionally connect with the bakery’s past, present and future.
Desire to Support Small, Local Bakeries.
Some people visit bakeries because they want to support small businesses. In-store bakeries are particularly useful if a person is already shopping and remembers they need to quickly grab a treat for family or house guests. Additionally, depending on where you live, your local grocery store may have superior baked goods. For instance, when I lived on the East Coast, I really enjoyed visiting Wegman’s Grocery store, and their baked goods section. In addition to perfectly decorated sugar cookies, they also offered bite-sized brownies that were delectable. However, even when I shopped at Wegman’s I still enjoyed visiting small, local bakeries in my Northern Virginia neighborhood.
Desire to Satisfy Multiple Senses at Once.
When you enter a bakery, multiple sense are engaged. Our eyes behold beautiful products. Our noses smell the sweet aroma of baked goods. Our tastebuds anticipate what is to come. Our hearts may be giddy with excitement. In one visit, we engage multiple senses and derive joy all around.
Express Appreciation to a Good Neighbor.
It’s no secret that bakeries can make good neighbors. If they have friendly staff, an inviting atmosphere, and a place to lounge or work, a local bakery can be an attractive neighborly addition. Additionally, local bakeries tend to be community-minded, often giving back to their local communities. As Erika Cline wrote for Edible Northeast Florida in 2020, “People love to be in a relaxed but happening environment where they can meet one another and gather for any occasion.”
Jennifer R. Farmer is a public relations executive by day and a bakery connoisseur by weekend. Be sure to check out her other blogs.
