bake - October 2017 - 20

DIVIDE * MOULD
BAKE * SLICE * BAG

Bake Easier with Oliver

morning, croissants baking in Evanston

value is to move beyond mere customer

smell just like they do walking down a

satisfaction and connect with customers

side street, at sunrise, deep in a Paris

at an emotional level, tapping into their

neighborhood."

fundamental motivations and fulfilling
their deep, often unspoken emotional

Downer remembers a time many years

needs," according to Alan Zorfas,

ago when his family-owned bakery didn't

co-founder and the chief intelligence

use much cream, butter and vanilla bean.

officer of Motista, and Daniel Leemon,

It was mostly margarine, shortening, arti-

director of CEB, a best-practice insight

ficial whipped topping and some butter,

and technology company, and an advisor

but not much. For more than a decade

to Motista, writing in a recent article for

now, they've stuck to whipping cream for

Harvard Business Review.

cakes and using all butter in laminated

POCO Bread & Roll Moulder - Model 670

dough products. And never underesti-

Motista says it has scientifically mapped

mate the importance of premium ingredi-

the genome of human emotions and iden-

ents like vanilla bean. "The volume of our

tified those most predictive of purchase

business is in direct proportion to the use

behavior across dozens of categories. In

and discovery of those little tiny vanilla

one case study within the retail fashion

specks," he says.

industry, a Motista client targeted highvalue emotional customers (those who

Making a visceral connection to your

spent 30-50 percent more than average)

customer base is essential to triggering

and achieved impressive results including

impulse purchases, a key component of

75 percent increase in annual store visits

retail bakery sales.

among those "emotionally connected" and
45 percent growth in annual spending.

"Our research across hundreds of brands
in dozens of categories shows that the

The gist here is that by identifying your top

most effective way to maximize customer

customers and forming strong emotional

Front Load Bread Slicer - Model 732

Dough Make-up * Ovens * Slicers * Baggers
Quality Equipment Since 1890
oliverquality.com | 800.253.3893
Bloemhof trademark owned by Bloemhof Industries Ltd.

JOHN UNREIN

Simple Equipment,
Exceptional Results


http://www.oliverquality.com

bake - October 2017

Table of Contents for the Digital Edition of bake - October 2017

bake - October 2017
EDITOR'S NOTE - The Pricing Issue: making it look expensive
Contents
MANAGEMENT - Purchase Drivers
NEW PRODUCT SUCCESS STORIES -- Cookie Dough Bakeries
TECHNICAL CORNER - Geode Cake Design
TECHNICAL CORNER - HOW TO MAKE A GEODE CAKE
PRACTICAL MARKETING - Pop-up Power
PRACTICAL MARKETING - 4 STEPS TO SUCCESS
EQUIPMENT INNOVATIONS - The Right Slicer
FOOD SAFETY - Wheat Flour Education
FEATURE - Profit Strategies
FEATURE - Sweetest bakery in America
CHOCOLATE & DECORATING - Holiday Chocolate Innovations
CAKES - Cupcake Cam Live
SWEET GOODS - Pumpkin Season
BREADS - Bread Bakers Take Global Stage
PASTRIES - All-You-Can-Eat Pie
BEVERAGES - Just the 'Sweet Facts'
FOODSERVICE - Bakery + Coffee = Success
PRODUCT SHOWCASE
CLASSIFIEDS
AD INDEX
FORMULATION OF THE MONTH - Pithivier
bake - October 2017 - bake - October 2017
bake - October 2017 - 2
bake - October 2017 - EDITOR'S NOTE - The Pricing Issue: making it look expensive
bake - October 2017 - 4
bake - October 2017 - Contents
bake - October 2017 - MANAGEMENT - Purchase Drivers
bake - October 2017 - 7
bake - October 2017 - NEW PRODUCT SUCCESS STORIES -- Cookie Dough Bakeries
bake - October 2017 - 9
bake - October 2017 - TECHNICAL CORNER - HOW TO MAKE A GEODE CAKE
bake - October 2017 - 11
bake - October 2017 - PRACTICAL MARKETING - 4 STEPS TO SUCCESS
bake - October 2017 - 13
bake - October 2017 - EQUIPMENT INNOVATIONS - The Right Slicer
bake - October 2017 - 15
bake - October 2017 - FOOD SAFETY - Wheat Flour Education
bake - October 2017 - 17
bake - October 2017 - FEATURE - Profit Strategies
bake - October 2017 - 19
bake - October 2017 - 20
bake - October 2017 - 21
bake - October 2017 - 22
bake - October 2017 - 23
bake - October 2017 - 24
bake - October 2017 - 25
bake - October 2017 - FEATURE - Sweetest bakery in America
bake - October 2017 - 27
bake - October 2017 - 28
bake - October 2017 - 29
bake - October 2017 - CHOCOLATE & DECORATING - Holiday Chocolate Innovations
bake - October 2017 - 31
bake - October 2017 - 32
bake - October 2017 - 33
bake - October 2017 - CAKES - Cupcake Cam Live
bake - October 2017 - 35
bake - October 2017 - SWEET GOODS - Pumpkin Season
bake - October 2017 - 37
bake - October 2017 - BREADS - Bread Bakers Take Global Stage
bake - October 2017 - 39
bake - October 2017 - PASTRIES - All-You-Can-Eat Pie
bake - October 2017 - 41
bake - October 2017 - BEVERAGES - Just the 'Sweet Facts'
bake - October 2017 - FOODSERVICE - Bakery + Coffee = Success
bake - October 2017 - PRODUCT SHOWCASE
bake - October 2017 - 45
bake - October 2017 - CLASSIFIEDS
bake - October 2017 - 47
bake - October 2017 - 48
bake - October 2017 - AD INDEX
bake - October 2017 - FORMULATION OF THE MONTH - Pithivier
bake - October 2017 - 51
bake - October 2017 - 52
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