bake - October 2017 - 12

JOHN UNREIN

practical marketing

Pop-up Power
Iconic Southern California retailer Porto's Bakery & Café recently
joined the growing movement of independent retail bakeries

4 STEPS TO SUCCESS

that are leveraging the promotional power of pop-up shops.
Through March 8, 2018, Porto's will operate a pop-up café in the
Century City neighborhood of Los Angeles. Porto's retail bakery
cafes are located in Buena Park, Burbank, Glendale, and Downey.
The new café, known as Doña Dulce, offers Porto's classic
Cuban-inspired sweets, such as cream cheese rolls and raspberry besitos. The cafe also serves Cuban beverages such as
café cubanos, cortaditos, and café con leche from F. Gaviña &
Sons, a roaster in Los Angeles.
Doña Dulce is located at Annenberg Space for Photography,
in conjunction with a new exhibit there that highlights Cuban
photography. Titled Cuba Is, the photography is an intimate
portrait of the country's humanity.
Earlier this year, Porto's opened its fourth retail store and
ﬁrst in Orange County, California. As customers enter this
25,000-square-foot bakery in Buena Park, they are immersed
in a multitude of sensory experiences: bountiful bread racks, a
fresh-brew coffee and juice bar, a pastry station where artisans
ﬁnish off individual pastries in full view, and a huge glass window
to watch cake decorators working their magic on marble-top,
stainless-steel tables illuminated by copper light ﬁxtures above.

12 < OCT 2017 | bakemag.com

For those retailers that have not done one, here's
how a pop-up shop works.

1

Decide on the time and venue. Pop-ups are
particularly effective from October through
December because these months are high traffic
times for shoppers.

2

Make a detailed list of all the products you
plan to sell at your pop-up and figure out
your packaging. Make sure it is attractive and
convenient, and that packaging features your
brand.

3

Be prepared with set-up materials ahead of
time, and have a price list of your products
with sales tax included. Make sure to have a mobile
device to process credit card transactions.

4

At least a month in advance of each event,
promote the upcoming date and venue of
your pop-up on social media channels, like
Facebook and Instagram.

http://www.bakemag.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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