bake - December 2018 - 44

pastries

ONLINE

Subscription Clubs
Simone Faure of St. Louis pastry shop La

French macarons, including a limited-

Patisserie Chouquette shares valuable words edition, members-only ﬂavor.
of wisdom about how retail bakers can
expand their business in the year ahead.

Flavors rotate daily and are subject to avail-

"Online sales are by far the better way to

ability. Current ﬂavors include Vietnamese

expand, and bakers are in a unique situ-

Coffee, Sweet Honey and Black Raspberry,

ation where we can do that," says Faure,

Marie-Wedding Cake, Pink Champagne,

who launched a successful Macaron of the

Salted Caramel, Birthday Cake, Bananas

Month Club as an online outlet for selling

Foster, Cotton Candy, Cherry Pistachio Lime,

La Patisserie Chouquette's popular French

Sangria, Tiramisu, Cheeto, Mochtella and

macarons, which come in many unusual

Bey Lemonade.

ﬂavors. "Thanks to social media, we have a
larger audience outside St. Louis."

"We work with the post office and have a
work station in our bakery, so we can do an

Monthly subscription services are paving

assembly line," Faure says of how the maca-

the way for a host of online businesses to

rons are packed and shipped. "It's important

succeed, and the retail bakery universe is

to offer choices to the customer that are

just starting to scratch the surface of the

reasonable without too much customization.

possibilities. An increasing number of retail

We are very clear about what the product is

bakeries across the country have intro-

and how it's going to look when they receive

duced online ordering on their websites,

their box in the mail."

but monthly subscription services are few
and far between. Experts say a monthly

Sprinkles Cupcakes now offers subscriptions

subscription is a savvy marketing tool

to its Sprinkles of the Month Club. Each

because it drives brand loyalty and repeat

month brings new seasonal cupcakes to the

purchases.

recipient, such as Irish Chocolate during St.
Patrick's Day in March, Key Lime during the

The popular website Goldbelly promotes

heart of the summer, or a Christmas Joy Box

a monthly cake subscription for 3, 6, 9 or

during the holidays. Additionally, the ﬁrst

12 months, at a cost of $59 per month,

delivery comes with a Sprinkles Cupcake

with free shipping. Customers will receive

Tray which can be used to display and serve

hand-selected cakes (layer cakes, cupcakes,

each subsequent delivery. 

on a monthly basis from the "nation's

Another business doing subscriptions

most beloved bakeries." Each box sent to

is Dana's Bakery, which specializes in

subscribers will serve 8-12 people.

macaron delivery. The New York bakery will
deliver boxes of a dozen French macarons

44 < DEC 2018 | bakemag.com

Faure says they try to keep it simple for

in classic American ﬂavors like S'mores,

customers who subscribe to their Macaron

Chocolate Molten, Cookie Dough, Fruity

of the Month Club, which costs $90 for

Cereal, Thin Mint, Orange Creamsicle,

three months, $180 for six months and $330

Birthday Cake, Key Lime Pie, Peanut Butter

for one year. Prices include shipping. The

and Jelly, Cafe Mocha, Red Velvet, and a

subscription features a box of six signature

ﬂavor of the month.

SPRINKLES CUPCAKES

cheesecakes, crispy cakes and more)
http://www.bakemag.com
bake - December 2018

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