Supermarket Perimeter - September 2019 - 28

Bakery

Window
Dressing
Display cases
Donuts freshly made or reheated at POS further beneﬁt
from being showcased in the right display cases with
proper lighting to maximize product appeal, increase
product integrity and lower labor cost. Dover Food
Retail, Conyers, Georgia, is a manufacturer of refrigerated, hot and dry display cases, dry shelving and
counters designed to help bakeries create the best presentation and keep food in its freshest state.
Dover Food Retail's design specialist Jack Sjogren
recommends bakers consider speciﬁc products and
menus before making an equipment selection. He says
dissatisfaction can occur when customers base their
decision on what they see displayed in other stores
and then merchandise different product in their store.
Sjogren recommends bakeries focus on exterior lighting,
case lighting and how much volume or linear foot is
needed on service versus non-service. Products such as
vertical glass merchandisers are also recommended to
increase capacity and reduce glare on glass, improving
aesthetics.
"It's important to think of the bakery department as
an entire entity instead of piecing it together," Sjogren
says. "To have a successful department, all items and
process ﬂows must work together. This helps to prevent
margin bleed within the department. The right design
can help a bakery stay cleaner, remain current and drive
additional sales."

Attributes
most
dependent
on oil
selection:
Color
External texture
Mouthfeel
Oils weeping
Adherence of
the glazes or
powdered sugar
Source: Cargill

on creating a consistent, on-trend, informative labeling
program gives your customers conﬁdence in your store
as well as a reason to become a loyal customer."
Part of maintaining loyalty is keeping consumers
abreast on how the bakery is looking to meet the latest
trends. Large-scale bakeries like Wegmans, Costco and
Whole Foods use Belshaw Adamatic's Ventless Insider
Kiosks to make donuts in front of customers, applying the Theater of Donuts concept to catch the eye
of consumers. Belshaw Adamatic also supplies donut
proofers, fryers, icers, glazers and depositors and offers
convection, deck and the new Oven-2020 rack ovens
and proofers, all made in America.
As a "go-to specialist" for donut production, Belshaw
Adamatic understands the needs of bakeries to imagine
the next generation of products. Baxter regularly teams
up with store directors, managers and employees to
help decide what products to supply and what will go
into the next generation of products, including how to
modify and improve equipment over time. For example,
stores with a basic donut depositor can add Churros
to their donut program with the addition of a Belshaw
Adamatic Churro plunger.
"We like to think that a donut program is one of the
things that place a store at the heart of a surrounding
community," Baxter says. "Donuts are something customers notice and appreciate. It should be the kind of
program that the store, employees and customers can
all get behind."

Labels

28 - SEPTEMBER 2019

Draw attention
to your donut
program with
unique display
cases and
equipment
that can make
donuts while
consumers
watch.

BELSHAW

Beyond the store's display case, labels are instrumental in helping a bakery's brand stay front and center in
the consumer's mind. It is also the one piece of advertising a retailer can place directly in the consumer's
home for the life of the product. Yerecic Label, New
Kensington, Pennsylvania, supplies pressure-sensitive
labels designed to strengthen private label brands and
showcase freshness by highlighting when and where
products were made. The company regularly sponsors
consumer research to ensure they're incorporating the
latest design and information into its labels.
The Yerecic Label sales team also tours retailers across
the country to determine market trends for later sharing
with the company's internal team and customers.
"Labels are essential to the retail experience yet
are often not thought of until the last minute," says
Elizabeth Yerecic, key account manager. "Focusing time

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