instore - March/April 2013 - (Page 22)

consumer insights Trendspotting: Donuts for dessert? Donuts are undergoing a dramatic makeover in parts of the country, not as a breakfast item but as a decadent dessert. The implications of this emerging trend for the instore bakery are that the opportunity now exists to position donuts as both a breakfast item and as a dessert. Dessert-style donuts offer you the ability to boost gross profit dollars through the introduction of this particular kind of donut and extend your total donut sales throughout the day. Research shows that bakery Baileys, strawberry daiquiri and salted caramel. Chicago retail bakery shoppers are increasingly buying donuts beyond the breakfast hours. Delightful Pastries recently put its own spin on drunken donuts; the Chicago shop makes one kind with vanilla custard and vodka, the In a related trend, more supermarkets are already adding dessert other with chocolate custard and Godiva liqueur. stations in the bakery department. Lund Food Holdings, for example, unveiled a Homestyle Desserts station at its Golden Valley, MN, super- Consider that you don’t have to add alcohol to donuts, just to add to market after renovating this 42,000-sq ft Byerly’s Creations store in 2010. their appeal beyond breakfast. During baseball season, for example, The Homestyle Desserts station offers decorated cake slices, lemon bars you can take an existing donut SKU and turn it into a glove-shaped jelly and cobblers, all priced at $6.99 per pound. donut. One Father’s Day donut idea is take a long john and decorate it like an outdoor grill. Featuring an assortment of dessert-style donuts would As another example of capitalizing on seasonal events, Schnuck be a natural for any such Markets sells paczki for the few weeks leading through Fat Tuesday type of dessert station. before Lent. Schnucks offers filled paczki in special four-packs You could offer indulgent (lemon, raspberry or custard) and finished in glaze or powdered donuts and cupcakes, along sugar. Unlike other supermarkets that sell pre-fried donuts, St. Louis- with decadent brownies based Schnuck Markets produces its own raw donuts at its bakery and decorated cake slices, plant, and donuts are shipped frozen into the stores where they are on one display table, with prepared fresh daily. Schnucks bills its donut program as “Bigger, signage that emphasizes Fresher, Better” than the competition. their dessert appeal. The following are further examples of unique donut promotions that Adding weight to this drive home the message that donuts can be an appetizing dessert item: evolving trend is the proliferation of dessert-style Psycho Donuts in San Jose, CA, celebrated the San Francisco Giants’ donuts at retail bakeries championship in last year’s World Series by introducing a superstar across the country. In some donut honoring their top player, “Bust A Posey!” Frost Doughnuts in Glazed and Infused in Chicago specializes in cases, these dessert donuts the Seattle suburb of Mill Creek, WA, features seasonal specials during dessert-style donuts that include flavors like are infused with very small every holiday imaginable. Last year, Frost introduced a Halloween- strawberry or triple chocolate. amounts of alcohol (less theme donut called the Dead Velvet. than a serving size) to add a unique flavor profile that appeals to adults. Adding so little alcohol Glazed and Infused in Chicago specializes in about a dozen gourmet means that you don’t have to worry about securing a liquor license to varieties such as the Chocolate3, a chocolate cake donut with choco- serve these donuts, according to the bakery owners who offer alcohol- late glaze and milk chocolate shavings. Glazed and Infused’s three infused donuts. stores are averaging sales of 1,600 donuts a day, up to 2,500 donuts a day on weekends. Food experts trace the origins of the alcohol-infused donut to New York City where now restaurants such as David Burke Townhouse So the evidence is clear that bakery shoppers in all parts of the country serve “warm drunken donuts,” a dessert item made with chocolate are open and willing to buy donuts for dessert. JOHN UNREIN 22 • MAR + APR 2013 • instore

Table of Contents for the Digital Edition of instore - March/April 2013

inStorebuyer - March/April 2013
Gear Up for Thanksgiving - Health Check
What's in store for November
Table of Contents
News - On Our Radar
Consumer Insights - Deli Prepared Foods
Trendspotting: Asian foods steal the show
Donuts
Trendspotting: Donuts for dessert?
Consider Seniors
Thanksgiving
What's for Breakfast
Cause Marketing
Product Trends
Product Showcase
Ad Index
Next Up: Gear Up for Dairy-Deli-Bake 2013

instore - March/April 2013

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