bake - May/June 2020 - 18

number of restaurants and foodservice establishments

One bakery making good use of this idea is Collegeville

promoted the special day to people all over the country.

Italian Bakery in Collegeville, Penn. The bakery and

The organizers of the nationwide event kept things fresh

pizzeria introduced pizza kits for customers to enjoy at

each week by using different themes and promotions.

home. The kit includes a fresh dough ball, two containers

For instance, the third Tuesday of the campaign offered

of cheese, ﬂour to use on the countertop with the dough,

Americans the opportunity to win free takeout for a year.

a container of cornmeal (optional), a topping such as

As part of its Shift4 Cares initiative created to put $200

pepperoni and a container of sauce.

million back into local communities, Shift4 Payments gave

A bakery that took advantage of this idea early on

one winner $5,000 to be used at their favorite restaurants.

during the pandemic was Seattle's Trophy Cupcakes.

Customers could enter to win by posting a picture of

The bakery launched a Decorate Your Own Cupcake

their takeout or delivery meal on Instagram or Twitter

kit in mid-March. For $50 a dozen, customers receive 6

during The Great American Takeout on Tuesday, April 7,

unfrosted chocolate and 6 unfrosted vanilla cupcakes,

along with the hashtags #TheGreatAmericanTakeout and

a tub of Madagascar vanilla buttercream (enough to

#Shift4Sweepstakes, and tagging @TheGATakeout (on

decorate all 12 cupcakes), 3 small disposable pastry

Twitter) or @thegreatamericantakeout (on Instagram).

bags, 3 bags of sprinkles, and 12 sugar toppers.

Do-it-yourself kits also became a huge hit with

"We hope that this will be a fun activity for the kids

customers during the initial months of social distancing,

that will spark their creativity and keep them busy for

while helping bakeries bolster their sales in a unique

hours! The bonus? The whole family gets to enjoy yummy

way. Americans everywhere have been baking up a

cupcakes for dessert!" the bakery says.

a popular option for those looking to be creative.

Katiebug's Sips & Sweets in Oklahoma City, Okla., offered
families a delicious game night kit. It included edible Jenga

San Francisco's Mr. Holmes Bakehouse is selling bread

towers, jelly bean roulette, puzzle cookies, pool cake balls,

starter kits for aspiring home bakers. As the bakery puts

Twister cookie dunkers, dice Rice Krispie treats, domino

it, "A bread starter is the gift that keeps on giving." That's

brownies, scramble cupcakes and snack mix.

because a single starter allows bakers to make thousands
of loaves of bread without the need for perishable goods

Getting creative in tough times

or yeast. Mr. Holmes Bakehouse is offering the starter

What are you to do when you're looking at more down

and a recipe for $15 or a starter, recipe and bread kit for

time but still want to reach customers? To help all of

$25. They are available for delivery.

the bakers (both professional and home) quarantined,

For those looking for something simpler for themselves

Christina Tosi launched a free Instagram baking club.

or their children, bakeries have offered do-it-yourself

The founder of Milk Bar shared baking tips every day

kits for many different products.

at 2 p.m. EST on her Instagram stories.

18 < MAY-JUN 2020 | bakemag.com

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