bake - May 2013 - 3

editor’s note

May 2013 / Issue 5

THE MERCHANDISING ISSUE:

the details matter
Merchandising is a tricky word. By deﬁnition, it means the

plastic cups at home. I just couldn’t bring myself to toss it out.

activity of promoting goods for sale. But think about all of

For a number of reasons, I rated the total Panera experience

the details that matter to customers who shop your bakeries.

an A. I spent a few bucks and got exactly what I wanted, and a

Your products. Your display cases. Your front window. Your

little more. It’s no wonder Panera has enjoyed 14% annual sales

employees. The layout of your store. Your colors and lighting.

growth each of the past six years.

Your brand and how you present it. Your website. Your social
media presence. The photography of your products. The type-

Of course, you say, details cost money. And you’re exactly

face of your signage and brand. The bakery boxes, napkins and

right. But ask yourself, isn’t it worth it to spend a little more on

cups that customers take home from your shop.

making your product photography more appealing to the eye,
on the typeface you use to be more in step with the image you

All of these factors matter. And I’m sure there are more.

are striving to portray, and for all of the other details that speak
to your commitment to delivering a premium experience for

I am reminded about why it is so important to pay close atten-

your customers?

tion to detail, after stopping at Panera Bread recently to buy
a cookie and a drink. I purchased one Chocolate Duet with

Details cost money, but the price you will pay for ignoring the

Walnuts cookie, wrapped neatly in a brown paper package with

details will cost you a lot more. Customers have many choices

clear plastic on the front so that I could see the cookie inside.

today, and they are most certainly migrating more often to

Panera’s logo adorned the cookie package and the cup. The

places where they believe the experience is well worth the cost.

plastic cup was nice enough that I added it to my collection of

The time has come to spend wisely on reinforcing your brand.

JOHN UNREIN

junrein@sosland.com

bakemag.com | MAY 2013 > 03

http://www.bakemag.com

bake - May 2013

Table of Contents for the Digital Edition of bake - May 2013

bake - May 2013
editor’s note - THE MERCHANDISING ISSUE: the details matter
Contents
News bites
management - Red Envelope Specials
tax tips - Send Them, Deduct It
labor front - Regulations on the Horizon
legislation - Plan Ahead for Health Insurance
ingredients - Raisins in Snack Foods
mindful design
the essentials of aesthetics
displays that pop, rock and roll
What’s Old is New
Revisiting a Classic… The Bagel
Cake Pops Save Dough
Complement Your Cakes
Soup and Sandwich Specials
Products
Ad Index
bake - May 2013 - bake - May 2013
bake - May 2013 - 2
bake - May 2013 - editor’s note - THE MERCHANDISING ISSUE: the details matter
bake - May 2013 - 4
bake - May 2013 - Contents
bake - May 2013 - 6
bake - May 2013 - 7
bake - May 2013 - News bites
bake - May 2013 - 9
bake - May 2013 - 10
bake - May 2013 - 11
bake - May 2013 - management - Red Envelope Specials
bake - May 2013 - 13
bake - May 2013 - tax tips - Send Them, Deduct It
bake - May 2013 - 15
bake - May 2013 - labor front - Regulations on the Horizon
bake - May 2013 - 17
bake - May 2013 - legislation - Plan Ahead for Health Insurance
bake - May 2013 - 19
bake - May 2013 - ingredients - Raisins in Snack Foods
bake - May 2013 - 21
bake - May 2013 - mindful design
bake - May 2013 - 23
bake - May 2013 - 24
bake - May 2013 - 25
bake - May 2013 - 26
bake - May 2013 - 27
bake - May 2013 - 28
bake - May 2013 - 29
bake - May 2013 - the essentials of aesthetics
bake - May 2013 - 31
bake - May 2013 - 32
bake - May 2013 - 33
bake - May 2013 - 34
bake - May 2013 - 35
bake - May 2013 - displays that pop, rock and roll
bake - May 2013 - 37
bake - May 2013 - 38
bake - May 2013 - 39
bake - May 2013 - What’s Old is New
bake - May 2013 - 41
bake - May 2013 - 42
bake - May 2013 - 43
bake - May 2013 - Revisiting a Classic… The Bagel
bake - May 2013 - 45
bake - May 2013 - 46
bake - May 2013 - 47
bake - May 2013 - Cake Pops Save Dough
bake - May 2013 - 49
bake - May 2013 - 50
bake - May 2013 - 51
bake - May 2013 - Complement Your Cakes
bake - May 2013 - 53
bake - May 2013 - 54
bake - May 2013 - 55
bake - May 2013 - 56
bake - May 2013 - 57
bake - May 2013 - Soup and Sandwich Specials
bake - May 2013 - 59
bake - May 2013 - 60
bake - May 2013 - 61
bake - May 2013 - Products
bake - May 2013 - 63
bake - May 2013 - 64
bake - May 2013 - 65
bake - May 2013 - Ad Index
bake - May 2013 - 67
bake - May 2013 - 68
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