inStorebuyer - June 2012 - (Page 12)

baking&decorating TRENDS IN BAKING & FINISHING Decorate to Win Cupcakes still hold the top spot in the trendiest bakery items category. With boutique bakeries that serve nothing but cupcakes still popping up all over the country, this is an item that sells — and sells well. The supermarket can put itself into good position to compete for cupcake dollars by looking at cupcakes a little differently. The health-conscious consumer community continues to grow, and cupcakes serve these shoppers as smaller-portioned bakery items and — perhaps more importantly — like a cake that’s already sliced. Treating your cupcakes like your decorated cakes opens a door to competing with the boutiques for the cupcake business. draw the eyes of your shoppers. Use your cake decorating staff’s skills and abilities to set your cupcakes apart from the competition. Encourage your cake decorators to create textures and designs that give your cupcakes an artistic element not necessarily associated with a traditional cupcake. When decorating your cupcakes, think of them as small, individual decorated cakes and make adjustments for the smaller medium. Making small figures and flowers out of fondant makes a great addition to a cupcake; it stands out to consumers and presents the opportunity to raise price points. Use designs that might be too complex to fit on a single cupcake as a marketing strategy. Use a single intricate design to decorate a dozen cupcakes and sell those as one item. Treat a dozen with one large design as a cake that’s already cut. Target children and their parents for marketing, but don’t limit yourself. While kids’ parties will probably make up the bulk of your cupcake business, making artistic designs and themes for decorating easier to create, remember that cupcakes are often the treats for office parties, family picnics and other adult occasions. Have creative cupcakes geared toward these occasions as well as children’s themes. Regardless of the themes you offer, make sure that your cupcakes get noticed by decorating them with vibrant artistic designs. And ensure that shoppers will tell their family and friends about your cupcakes when their need arises. Tier your pricing Let the overall market in your area dictate where you’ll price a basic cupcake. Then as the decorations get more elaborate, create a second and third tier of pricing. Base the tiered pricing on the time and labor involved in the decoration, as well as Decorate like a cake In the competitive world of selling cupcakes, simple frostings and sprinkles will not win you sales over the cupcake shops. Frost your cupcakes with many bright colors to make them pop and | 12 | inStorebuyer | June 2012 |

Table of Contents for the Digital Edition of inStorebuyer - June 2012

inStorebuyer - June 2012
Editor's Note - How Consumers Eat
Table of Contents
Frontline News - CSM to Divest Bakery Supplies
Frontline News - Register for All Things Baking
Frontline News - Chang wins Supermarket Chef Showdown
Frontline News - Haggen Hires Bakery Director
Frontline News - Kings Unveils Innovative Store
Frontline News - Culpitt Ltd. Wins Queen’s Award
Frontline News - Consumers Watch Sodium Intake
Food Serivce Retail - Minimize Sandwiches for Maximum Appeal
Baking & Decorating - Decorate to Win
Bakery Development - Seek New Opportunities with Pies
Deli Development - Specialty Cheese Broaden Appeal
Foods of the Decade
A Price War in Phoenix
Food Safety - Labeling Regulation Poses Burden
Health & Nutrition - Weight Loss Trends
Cheese Corner - Teaching Cheese
Product Trends
Product Showcase
Marketplace Network
Ad Index

inStorebuyer - June 2012