bake - October 2019 - 8

department
management

online
Nearly 85% of Americans go online at least once

HayleyCakes & Cookies in Austin, Texas,

a month - in many cases, to browse, research or

boasts a whopping 334,000 Instagram fol-

compare products digitally, according to a 2018

lowers and posts witty Instagram videos that

TOP INSTAGRAM
FOLLOWERS FOR
RETAIL BAKERIES

Visa study, "The Future of Commerce." Still, less

feature clever phrases ("I am moody when I

Carlo's Bakery

than half of small and medium-size businesses

need foody") that Hayley Callaway, owner and

1.9 million

(SMBs) conduct business online, pointing to a

baker/decorator, pipes by hand on each sweet

Sprinkles Cupcakes

serious opportunity for growth. So, where does

treat. Earlier this year, the bakery partici-

627,000

your bakery stand?

pated in Facebook's whole birthday stories

Magnolia Bakery

launch by offering free cookies. "If you don't

609,000

Retail bakeries increasingly are pushing their

see a design you already love, I can match or

Georgetown Cupcake

brands forward into the public eye through on-

customize any invitation or design you have

604,000

line channels, especially using social media. More

in mind. Never hesitate to ask!" Callaway tells

Milk Bar

are starting to sell bakery products and branded

customers in an engaging manner.

591,000

merchandise online. An even higher percentage

California Donuts
Limited-time offers, as well as special events,

404,000

can also do wonders for your brand recognition.

Dominique Ansel Bakery

In order to win prospective and existing custom-

On National Cannoli Day on June 16, Carlo's

401,000

ers, according to the Visa study, it's important

Bakery (home of The Cake Boss, Buddy Va-

HayleyCakes & Cookies

for SMBs to have a digital presence during the

lastro) honored its beloved cannoli by turning

334,000

discovery and evaluation stages of the customer

them golden for the day. Limited-edition cannoli

Tartine Bakery

shopping journey.

were chocolate-dipped and then hand-painted

262,000

and sprinkled with gold.

Levain Bakery

There are two essential questions to ask yourself

165,000

here: Who are your fans - your community? How

The annual Pie Night series at Dominique Ansel

do you leverage digital tools to reach more of

Kitchen in New York City is a popular tradi-

them - and more frequently - to reinforce their

tion that continues to get bigger and better.

takeaway that your bakery is important enough to

Dominique Ansel has announced the return of

help make their day a little more special?

Pie Nights this year, taking place on Tuesdays
through Thursdays in September and early Oc-

The quickest way to start is to bolster your brand

tober. This year's edition features a special twist

recognition through social media channels,

because Ansel has invited some of his friends

particularly on Instagram where you can post

and food industry celebrities to contribute fa-

eye-catching photos and engaging videos.

vorite recipes, including Martha Stewart.

08 < OCT 2019 | bakemag.com

BAKE RESEARCH,
SEPTEMBER 2019

©MURVIN - SHUTTERSTOCK.COM

take orders online for instore pickup.
http://www.bakemag.com
bake - October 2019

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