Your regular customers aren’t purchasing from you on a whim. If you’re a standalone shop and you don’t share a parking lot with a major food retailer, it’s more than likely that your customers make a special trip especially to buy from you, which means what you’re doing is pretty special!

48% of global bakery consumers interviewed by Taste Tomorrow in April 2022 stated that they don’t go for the cheapest bread but keep buying the quality they trust*.

There are two standout words in the statement above: quality and trust. By providing high-quality products with well-chosen ingredients, you’ve earned your customers’ trust. This not only keeps them coming back but makes them open - and even eager - to try other products from you.

Keep doing what you’re doing - it’s how you’ve built the following that you have and how you’ll continue to attract new customers. That doesn’t mean that some changes aren’t in order. 

The "Lipstick Effect":
In a nutshell, this is the idea that when large expenditures are off the table, customers will reliably turn to smaller luxuries. In times of economic hardship, we look to small indulgences that provide an emotional uplift - a tube of lipstick provides an instant mood boost and is much easier on the family budget than a tropical vacation. In the same way, a rich, decadent brownie or rustic loaf of artisan bread can be the small treat that creates a special moment for a person or family. Make sure these items are attractively packaged and accessible for on-the-spot purchases. Highlighting these items on your social media is also a great idea.

The "Fresh on Demand" Trend:
We saw a significant uptick in home baking during 2020/2021, and many people have gained confidence in their ability to "DIY" a baked item. They also gained an appreciation for the time and skill it takes to produce consistently excellent baked goods. An option that offers customers all of the pleasure of a fresh dessert or baked item with little effort is very attractive. Why not fulfil their desire for quick and easy (but still top-quality) fresh baked goods by offering ready-to-bake cookie dough, kits for assembling a pie or tart, cookie decorating supply packages, or their very own portion of sourdough starter along with pre-measured flour? You've done most of the work, and they get the pleasure of offering a fresh, homemade item to friends and family. Plus, they get the added security of knowing the item is from a business they like and trust - you won't find that in a box of frozen waffles.

You are your business, and the relationship you've forged in the community and with your customers is something a major manufacturer will never have. Talk to your customers. Tell them about the price increase before it happens, and be open to discussing what has led you to the decision. Often, the issue isn't so much the higher price but an unexpected surprise at the register. You may be surprised - but you shouldn't be! - by the support you receive from your customers.