bake - July/August 2020 - 36
cakes
THE KIOSK
model
As food safety issues evolve into a lasting impact of the COVID-19 pandemic, the question looms over how bakery shoppers
will behave in the future. Are current store layouts and merchandising programs acceptable, or will shoppers balk at the idea of
any future close interactions? Are we heading for a scenario in
which social distancing becomes the everyday norm?
"Now the interesting thing is there is a paranoia from consumers about not wanting to be near store employees, and now em-
ence because they are getting exactly what they want. And you
ployees don't want to be near consumers," says Sam Zietz, chief
end up with a higher average ticket."
executive officer of Grubbrr, a technology company dedicated
This scenario not only applies to a supermarket bakery, but a
to providing businesses with the perfect ecosystem of products
retail bakery, as well. For retail bakers, it is simply a matter of re-
to maximize operational efficiency and ensure customer satis-
thinking the customer experience from their vantage point, not
faction.
yours. Then it becomes a customer-centric experience.
Changing business models that were on pace to emerge over
Retail bakeries are gradually embracing the notion that
two to 10 years are "now right
shoppers want something personalized, but they do not want
in front of everybody's face,"
to spend a lot of time waiting. Some customers may prefer to
he adds.
preorder decorated cakes online, but that scenario does not ac-
What this means is that
profound changes are ahead
in the business of selling cakes and other
count for the many shoppers who prefer to go into the store and
still want a personalized experience.
"At the kiosk, you are looking at realistic photos and clear descriptions," Zietz explains.
fresh bakery prodFuture implications
Kiosks are one
Industry leaders like Starbucks and Panera Bread are responding to
key solution, Zietz
new realities to ensure customers are safe and satisfied with their
says, and one that
service. In its continued effort in prioritizing the health and well-
works especially well
being of employees and customers, Starbucks announced that be-
for decorated cakes. Why?
ginning on July 15, it will require customers to wear facial coverings
Consumers can head over to
while visiting all company-owned café locations in the US.
the instore kiosk and place
At select locations where a local government mandate is not
their cake order with a few
in place, customers that may not be wearing a facial covering
clicks, return to shopping for
will have various options to order from Starbucks, including or-
other products in the store,
dering at the drive-thru, curbside pickup through the Starbucks
and then return when their
app or placing an order for delivery through Starbucks Delivers.
cake is ready.
Consumers have historically turned to sweet snack foods for
"We have done cake builders for the
comfort and enjoyment during challenging times, like the Great
bakery department, and when consum-
Recession, but this behavior has been heightened during the
ers come back their cake is boxed up
COVID-19 pandemic, according to The NPD Group.
and ready to go," he says. "It is a
Given both the economic and well-being stressors related to
much better customer experi-
COVID-19, indulgent snacking is playing an even more important
36 < JUL-AUG 2020 | bakemag.com
GRUBBRR/STARBUCKS
ucts to shoppers.
http://www.bakemag.com
bake - July/August 2020
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