bake - April 2017 - 31

"Snap Kitchen is all of these things-truly
the holy grail of future facing food."
David Kirchhoff, Snap Kitchen's chief executive officer

Kirchhoff, who wrote a best-selling book titled

A new Technomic report shows that consumers are

"Weight Loss Boss," is determined to make it easier

craving a revival of Southern-inspired treats such as

and more convenient for people to eat healthy. The

Mississippi mud pie, Kentucky butter cake and fruit

just-released Snap Kitchen app for iPhone promises to

cobbler, which is just one of many leading dessert

help consumers plan nutritious meals, order ahead for

trends sweetening operator menus. According to

pickup, check reward balances and (soon) arrange for

data from Technomic's latest Volumix Cakes and Pies

delivery. In Chicago, the company works with DoorDash

Report, operators are ensuring that their guests save

for delivery of catered meals in a pilot project.

room for desserts in this category by increasing their
purchases of these manufacturer products.

Snap Kitchen is launching a new brand to stand
strong for years to come, according to the company.

In fact, total sales for the cakes and pies category

Developed with design ﬁrm Pentagram, the recent

increased 5.5 percent year over year in 2016, with the

rebrand includes full shop redesigns along with a

largest sales increases occurring in the ﬁne-dining,

modernized logo, new packaging and an optimized

fast-casual and casual-dining sectors. In other ﬁnd-

labeling system that allows customers to make smart,

ings, distributor brands represent nearly 10 percent

fast decisions.

share of volume of cakes and pies, and the average
price per pound of cakes/pies increased 3 percent.

The newly imagined shops can be experienced at
locations across Austin, Houston, Dallas, Chicago

PHOTOS BY SNAP KITCHEN

and Philadelphia. With the rebrand comes its ﬁrst
ad campaign that aims to start a "Revolution in Not
Cooking," leading consumers to ﬁnd more productive
ways to spend their precious time.
The brand's personality comes to life with messages
like "Healthy Eating Sucks. So We Fixed It." running
on hyper targeted billboards, bike share racks,
transit advertising, CRM, digital and social media.
The campaign was created in partnership with Alex
Bogusky's agency network COMMON, a creative accelerator and community for social businesses, designed to
catalyze and promote ideas that take care of the planet
and all the creatures on it.
On the culinary front, Snap Kitchen is working its magic
on guilty pleasures like beef brisket to make the juicy
cut of beef healthy. Two new signature dishes, Slow
Roasted Brisket Tacos and Brisket Hash, are packed
with brisket, braised low and slow cooked for 10 hours,
bringing out its juicy ﬂavor, while maintaining a lower fat
content than other cuts of red meat.
On the dessert front, Snap Kitchen focuses on lowcalorie options of traditional favorites like key lime pie.
That's wise, according to the latest foodservice trends,
because consumers are buying more desserts that are
inspired by Southern baking traditions.

bakemag.com | APR 2017 > 31

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bake - April 2017

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