bake - July/Aug 2022 - 50

are back
Clever branding and new flavor sensations
are building greater demand.
BY JOHN UNREIN
Get ready for an explosion of shopper demand for donuts
and smaller sweet treats that are perfect for snacking
and family gatherings.
There's one more donut-filled reason to travel to Butler
County, Ohio. This year, IKEA West Chester partnered on
a National Donut Day promotion in June with the Donut
Trail with a limited-edition IKEA-inspired meatball donut.
Featuring a light and fluffy base, lingonberry glaze,
lingonberry sauce, and topped with a delectable IKEA
meatball or plant-based ball, visitors will be able to
experience IKEA in a whole new way. Meatball donuts
will be offered complimentary to hungry customers on
June 3-4 between 11 a.m. and 3 p.m., while supplies last.
" It's something you need to try, " said Kitalena Mason,
loyalty manager for IKEA West Chester. " This is a new
take on iconic IKEA flavors, and we're excited to join
the legendary Donut Trail in celebrating National Donut
Day this year. "
Highlighting local artisan donut shops, the Butler
County Donut Trail encompasses 13 mom-and-pop donut
shops. Visitors can experience the Butler County Donut
Trail by collecting stamps on an official passport. Once
fully complete, each passport can be redeemed for a
complimentary official Donut Trail T-shirt.
Comeback trail
" The economy has been influencing our customers, and
they have been impacted. But now it is starting to come
back, " says Melchor Landin, head baker and owner of
Mexico Bakery, which has three locations in California. " This
summer there will be big parties and more weddings. I hope
everything comes back to normal. It's good for everybody. "
50 < JUL-AUG 2022 | bakemag.com
It is worth noting on a grand scale that 37% of shoppers
typically purchase indulgent bakery items at a specialty
store, like panaderías. Being a top-of-mind bakery destination
is important to capture the category's many trips
among primary and secondary shoppers, according to
the Power of Bakery Report from the American Bakers
Association and Food Marketing Institute.
" Indulgence is a clear sales driver in fresh bakery,
claiming 76% of the total department sales, and the
analysis highlights the importance of segmenting audiences
to better align innovation, merchandising and
marketing, " says Rick Stein, FMI vice president, fresh foods.
" For instance, given that Millennials are nearly twice as
likely to exclusively shop the instore bakery as Boomers,
at 30% versus 17%, carrying and highlighting desirable
product attributes and claims may help drive sales and
loyalty depending upon your store's demographic. "
Leslie Sarasin, president and chief executive officer of
the Food Marketing Institute, says grocers and consumers
have demonstrated tremendous resilience over the last
year, " and shoppers are excited about a cautious return
to normalcy. "
Growth strategies
Fast-growing donut chain Duck Donuts is keeping its
2022 growth momentum strong with the signing of 13
franchise agreements for 19 shops during the second
quarter. The newest Duck Donuts franchise partners
have signed on in Whippany, New Jersey; North Tampa,
Florida; Lynn, Massachusetts; Knightdale, North Carolina;
Geneva, Illinois; Newtown, Pennsylvania; Wyomissing,
Pennsylvania; Mission, Texas; and multi-unit agreements
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