For an increasing number of bakery shoppers, the original ‘popping out’ for a loaf of bread has been replaced with its digital counterpart, as 2020 became the year that many bakeries went online according to the CBA. The CBA member survey* revealed that over one in three (36%) bakers increased their online presence last year, as a result of the pandemic. In addition, a further one in four (25%) plan to do so this year.
The survey found that bakers have started to use new ways to get their product to their customers including online services, takeaway and home delivery. Proving themselves more than capable of adapting to the challenges of Covid, 36% of bakers started or extended their online offering during the pandemic. More than one in five (21%) bakers launched social media channels to increase their marketing activity, while over one in ten (12%) launched their first website.
One online success story is Warings Bakery in Reading. In just four days at the start of the pandemic, Warings launched a home delivery service and supporting website, which proved to be extremely popular and as a result, has become a permanent part of their customer offer.
Another CBA member, Slattery in Manchester, has always been online but last year changed from taking orders over the phone to a brand new online ordering system. Offering cream tea and afternoon tea boxes proved an instant success with the bakery receiving 100 orders a day during the first week of launch, increasing to 200 a day in the second week.
Finding new ways to reach customers has proven a successful strategy for CBA members with many increasing their production compared to the previous year. 38% produced more bread, 30% increased their savoury snack production and 28% made more cakes.
Karen Dear, Director of Operations at the CBA commented: “We know from our surveys that our members are both willing and able to adapt to a whole range of business challenges. Faced with shop closures owing to Covid, many of our members adjusted their business models to reach their customers online. This highlights our members’ tenacity at finding new opportunities and new ways to innovate.”
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Editor, International Bakery
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