bake - April 2013 - 22
paying up for premium
The prices you charge are a direct reflection of the quality
of products and customer service you provide.
BY JOHN UNREIN
PHOTOGRAPHY COURTESY OF SUSIECAKES
For every bakery shopper who walks through your
prices, he uncovered a direct correlation with subpar
door with exact change in hand for two donuts and a
customer service. The situation was dealt with imme-
cup of coffee, there are at least three more ready and
diately, and the complaints stopped. “Bad customer
willing to pay a premium for an extraordinary experi-
service and high prices go hand in hand,” he says.
ence. Your challenge, as a bakery owner or manager,
is recognizing and delivering the experience that each
This is one of the many lessons that retail bakery
different type of shopper desires.
owners are learning in the new economy, where
customers have so many choices they can drop you
Knowing what consumers want is not half the battle
faster than a speeding bullet.
anymore; it’s all the battle.
Consumers are redefining what they value and when
When Todd Wagner, CEO of Wagner’s European
they are willing to pay a premium price. The old days
Bakery & Cafe in Olympia, WA, recently noticed
of giving consumers huge portions of food to take
customers complaining that his bakery charged high
price out of the equation are gone. In some cases,
22 < APR 2013 | bakemag.com
R2 3
kem g.com
http://www.bakemag.com
bake - April 2013
Table of Contents for the Digital Edition of bake - April 2013
bake - April 2013
Editor's Note - The Pricing Paradigm
Table of Contents
News Bites - CSM sponsors baking contest
Caravan names fortification director
FDA rules against NJ bakery
Management - Information Sharing
Tax Tips - Maximizing Interest Deductions
Labor Front - Pinning down incentives
Legislation - California Fosters Cottage Food Operations
Ingredients - Strawberry Season
Paying Up for Premium
Penniless Promotion
The Sweets of San Francisco
True Value Pricing
Panera Launches Live Consciously Campaign
Niedlov's - 10 Thoughts on 10 Years
A Classic Pie Window
The Versatility of Cookies
Cafe - Popcorn on the Rise
Products
Marketplace
Classifieds
Ad Index
bake - April 2013 - bake - April 2013
bake - April 2013 - 2
bake - April 2013 - Editor's Note - The Pricing Paradigm
bake - April 2013 - 4
bake - April 2013 - Table of Contents
bake - April 2013 - 6
bake - April 2013 - 7
bake - April 2013 - FDA rules against NJ bakery
bake - April 2013 - 9
bake - April 2013 - Management - Information Sharing
bake - April 2013 - 11
bake - April 2013 - 12
bake - April 2013 - 13
bake - April 2013 - Tax Tips - Maximizing Interest Deductions
bake - April 2013 - 15
bake - April 2013 - Labor Front - Pinning down incentives
bake - April 2013 - 17
bake - April 2013 - Legislation - California Fosters Cottage Food Operations
bake - April 2013 - 19
bake - April 2013 - Ingredients - Strawberry Season
bake - April 2013 - 21
bake - April 2013 - Paying Up for Premium
bake - April 2013 - 23
bake - April 2013 - 24
bake - April 2013 - 25
bake - April 2013 - 26
bake - April 2013 - 27
bake - April 2013 - 28
bake - April 2013 - 29
bake - April 2013 - Penniless Promotion
bake - April 2013 - 31
bake - April 2013 - The Sweets of San Francisco
bake - April 2013 - 33
bake - April 2013 - 34
bake - April 2013 - 35
bake - April 2013 - True Value Pricing
bake - April 2013 - 37
bake - April 2013 - Panera Launches Live Consciously Campaign
bake - April 2013 - 39
bake - April 2013 - Niedlov's - 10 Thoughts on 10 Years
bake - April 2013 - 41
bake - April 2013 - 42
bake - April 2013 - 43
bake - April 2013 - A Classic Pie Window
bake - April 2013 - 45
bake - April 2013 - 46
bake - April 2013 - 47
bake - April 2013 - The Versatility of Cookies
bake - April 2013 - 49
bake - April 2013 - 50
bake - April 2013 - 51
bake - April 2013 - Cafe - Popcorn on the Rise
bake - April 2013 - 53
bake - April 2013 - Products
bake - April 2013 - Marketplace
bake - April 2013 - Classifieds
bake - April 2013 - 57
bake - April 2013 - Ad Index
bake - April 2013 - 59
bake - April 2013 - 60
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