bake - January 2012 - 26

how to perform a makeover
A bakery makeover can come in any form, from simple changes to total rebranding.
BY JOHN UNREIN + JOANIE SPENCER Making over your bakery is not brain surgery. That’s
Right: Elé Cake Co. is the result of a totally strategic rebranding of what began as a home wedding cake business in Ohio.

Bread shops can take a similar approach. Are you adding theatre to your retail operation? People love to watch the skill involved in baking. Amy’s Bread in New York City draws huge crowds outside its Chelsea Market location as people gather to see bakers shape the dough and bake artisan breads in huge ovens. Sometimes your entire brand can beneﬁt from a makeover. This was the case for an Ohio bakery once known as A Taste of Elegance. In 1997, cake decorators Melody Richey and Becky Nels Lewis started baking out of their home kitchen under the business name Sweet Elegance. They were doing bridal cakes, and decided to change the company name to A Taste of Elegance — a brand that would appeal to brides. But eventually this name created obstacles. Some people thought A Taste of Elegance sounded like a catering company. The name was not as distinctive as the owners would have liked. “We wanted a name that could be recognized nationally,” Richey says today.

the good news. It can require as little as several hundred dollars to add a window or new paint job. The key question, though, is what do you hope to attain from this investment, however small or large it may be? Before you spend a dime, outline your speciﬁc goals and budget. Do research. Ask your customers what they like and don’t like about your shop. What products or services do you not offer now that they’d enjoy if you added? If your specialty is cake decorating, consider a decorating station in full view of customers. Busken Bakery in Cincinnati created a successful new brand — CakeTown by Busken — by renovating its Hyde Park location to add a live cake decorating stage where customers can interact with the Busken staff while they work. At its newest location in Downey, CA, Porto’s Bakery installed a separate counter for customers to pick up their cakes and have custom decorations added as they watch.

26 < JAN 2012 | bakemag.com

http://www.bakemag.com

bake - January 2012

Table of Contents for the Digital Edition of bake - January 2012

bake - January 1, 2012
Editor's Note - New year, new look
Contents
News bites - Atlantic Bakery Expo Set for March
News bites - D&W Acquires CM Packaging
News bites - Pastry Shop Welcomes New Owner
News bites - Noted Food Expert Shares Top Trends
News bites - PreGel Unveils Frozen Desserts
News bites - Credit Managers Feel the Pinch
News bites - Fewer Need Employee Health Insurance
News bites - Plan Ahead for National Pie Day
News bites - The Passing of a Bakery Legend
Management - Step Away from the Bench
Tax tips - The Advantageous LLC
Labor front - Avoid Penalties With Compliance
Legislation - A Sweet Battle
Blueprint for Change
How to perform a makeover
Prep before you sign
Keeping it in the community
The art of product innovation
Use The Chains
Handmade Hispanic Breads
Artistically Scoring Artisan Bread
Set Yourself Apart With Art
Tempering Couverture Chocolate vs. Coating Chocolate
Inspiration & Insight
Cafe - Upgrade for Higher Price Points
Products
Showcase
Classifieds
Ad Index
bake - January 2012 - bake - January 1, 2012
bake - January 2012 - 2
bake - January 2012 - Editor's Note - New year, new look
bake - January 2012 - 4
bake - January 2012 - Contents
bake - January 2012 - 6
bake - January 2012 - 7
bake - January 2012 - News bites - Noted Food Expert Shares Top Trends
bake - January 2012 - News bites - Plan Ahead for National Pie Day
bake - January 2012 - News bites - The Passing of a Bakery Legend
bake - January 2012 - 11
bake - January 2012 - Management - Step Away from the Bench
bake - January 2012 - 13
bake - January 2012 - Tax tips - The Advantageous LLC
bake - January 2012 - 15
bake - January 2012 - Labor front - Avoid Penalties With Compliance
bake - January 2012 - 17
bake - January 2012 - Legislation - A Sweet Battle
bake - January 2012 - 19
bake - January 2012 - 20
bake - January 2012 - Blueprint for Change
bake - January 2012 - 22
bake - January 2012 - 23
bake - January 2012 - 24
bake - January 2012 - 25
bake - January 2012 - How to perform a makeover
bake - January 2012 - 27
bake - January 2012 - 28
bake - January 2012 - 29
bake - January 2012 - 30
bake - January 2012 - Prep before you sign
bake - January 2012 - 32
bake - January 2012 - 33
bake - January 2012 - 34
bake - January 2012 - Keeping it in the community
bake - January 2012 - 36
bake - January 2012 - 37
bake - January 2012 - 38
bake - January 2012 - The art of product innovation
bake - January 2012 - 40
bake - January 2012 - 41
bake - January 2012 - Use The Chains
bake - January 2012 - 43
bake - January 2012 - 44
bake - January 2012 - 45
bake - January 2012 - Handmade Hispanic Breads
bake - January 2012 - 47
bake - January 2012 - 48
bake - January 2012 - 49
bake - January 2012 - Artistically Scoring Artisan Bread
bake - January 2012 - 51
bake - January 2012 - 52
bake - January 2012 - 53
bake - January 2012 - Set Yourself Apart With Art
bake - January 2012 - 55
bake - January 2012 - 56
bake - January 2012 - 57
bake - January 2012 - Tempering Couverture Chocolate vs. Coating Chocolate
bake - January 2012 - 59
bake - January 2012 - 60
bake - January 2012 - 61
bake - January 2012 - Inspiration & Insight
bake - January 2012 - 63
bake - January 2012 - 64
bake - January 2012 - 65
bake - January 2012 - Cafe - Upgrade for Higher Price Points
bake - January 2012 - 67
bake - January 2012 - 68
bake - January 2012 - 69
bake - January 2012 - Products
bake - January 2012 - 71
bake - January 2012 - Showcase
bake - January 2012 - Classifieds
bake - January 2012 - Ad Index
bake - January 2012 - 75
bake - January 2012 - 76
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