Pastry is still in vogue in France. According to an OpinionWay survey for the Salon de la Pâtisserie, 60% of French people eat pastries at least once a month and 40% almost every week. Whether with craftsmen or in mass distribution, a French household spends an average of 350 euros per year on pastry.
In addition to indulgence, one of the key factors that play in favor of pastry products is the fact that they are highly “instagrammable*”, an increasingly important criterion these days.
How can you take advantage of this positive wave in favor of pastry? Here are our 10 tips to boost your sales.
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Create additional moments of consumption via experiential spaces
More and more bakeries are offering their customers seating areas in order to increase on-site consumption. If this is your case, you can offer afternoon teas, like our English neighbors, to create a special moment for tasting your pastries.
If your space is limited, encourage your customers to pick up pastries for later when they crave a little sweetness. Just like lunch, afternoon tea can also be a take-out meal.
2. Bring your offer to the rhythm of the seasons and festive dates
The year 2020 has 366 days and many of them can become special occasions to enjoy baking. After Easter and Mother’s Day, you can pick from the major international dates to liven up your shop.
Take the example of Halloween, which barely existed in Europe 20 years ago and which today has become extremely popular. By offering special creations for October 31, you have the opportunity not only to generate additional sales, but also to stand out from the competition.
Don’t hesitate to take inspiration from other countries on their iconic festive recipes. Be open and curious to enrich your creativity.
3. Offer small portions
Encouraged by the “well-being” trend, consumers are increasingly favoring small portions in order to reduce calorie intake. If at first glance “small portions” may rhyme with “small turnover”, it is in reality an opportunity to let your customers taste different creations. When one of these small bites becomes a favorite, the door is open to a second “normal size” purchase.
4. Follow the trends
Being aware of the latest trends is essential to be able to adapt your products to the wants and desires of your consumers. Several trends are emerging in the world of pastry:
Authenticity and exoticism
Consumers want to discover new flavors. They want to travel through the products they consume. They are looking for unusual textures, new and sparkling flavors as well as stories around the products: the winning combination between authenticity and exoticism.
Pastry as a luxury product
As consumers desire healthier, lighter-textured baking, the trend is also towards indulgence. Baking has become a sign of prestige and treating yourself to renowned pastries can be a small luxury in everyday life.
An increasingly neat finish
Beauty is fashionable! Using icing gives a neat finish to a dessert by making it smooth and shiny (think Instagram).
The use of fruit in baking is very trendy. Less classic flavors are returning, such as Mirabelle plum , and the preference is for more tangy, less sweet and less cloying tastes. Also, don’t forget the trend of local and seasonal produce (in this case fruit).
Chocolate is a pillar of baking. It has positive health connotations and it continues to gain popularity around the world.
5. Try savory flavors
Savory tastes are also gaining popularity. Want to take advantage of this trend? Flavor your creations with vegetables, aromatic herbs and spices. Some sweet products, like fruits, chocolate, berries and coffee, go very well with savory products like olives, squash or beets. Only through trial and error can you arrive at the perfect flavor.
6. Show your know-how in the presentation of your products
The more well the products are presented, the more ‘quality’ they radiate. Make sure the interior of your store is attractive and preferably “instagrammable”. In general, two directions are emerging: some of the craftsmen favor the traditional artisanal touch (more rustic, more woody, which brings authenticity) while others take the “design” route (modern and eclectic with high-end pastries and chocolates). Which side are you on?
7.Offer “pastries of the day”
In order to encourage the loyalty of your customers, you can offer them the “pastry of the day” or “of the week”. Beyond the price, focus on the novelty aspect. Today’s consumers are open and curious about trying new things. Focus on new products, such as a new seasonal cake, or a product related to an event or special occasion.
8.Customize your products at the customer’s request
Personalization is a growing trend. Every consumer has their personal preferences and wants the products they purchase, including baked goods and sweet products, to reflect their personal tastes. To respond to this trend, make your products flexible: let your customers choose the icing, topping, or dough they want.
9. Constantly innovate
Innovative products are always appreciated by consumers. What do you say about reinventing the classics? Take your traditional recipes and bring new tastes, new flavors, new colors, and surprise your customers.
10. Create buzz online
Instagrammable food is a big trend. The better your pastries are finished, the more you can promote them on social networks. You don’t need very fancy products to do this: traditional recipes and authentic pastries are also very photogenic and therefore perfect to be clicked and posted.