Page 42 - BookTemp

Basic HTML Version

Baker In Focus
40 Pastry & Baking North America
What’s the most important thing you learned from
your parents in running the business?
Experiment and try new things. My Dad was all about
learning and being involved with the local bakery association.
As a sophomore in high school he took me to a baker’s
convention in Denver and I have continued that tradition by
taking him and my son to bakery conventions. When I was in
college my Dad and I went to the local supply house (Brynes
and Kiefer) to check out an airbrush, when they first came
on the market. I thought there would be no real advantage
to it but he was very motivated to investigate and try it out.
Within a couple months we were routinely using the airbrush
on our decorated cakes. My parents, being the founders of the
business, gave all seven of their children, the value of a strong
work ethic, which has served us well our whole lives.
Describe the working atmosphere at Bethel Bakery.
The nature of the retail baking business is driven towards
weekends and holidays. Even though Saturdays and holidays
can be very demanding, our team style of communication
helps us maintain a constant composure and a supportive
atmosphere. Founded as a family business, it is important to
carry that mentality into everything we do whether it is being
closed on holidays and Sundays or appreciating your staff
through luncheons, sending birthday cards and gift cards or
recognizing anniversaries dates of Bethel Bakery employment.
With commodity prices going through the roof, what
has been the affect on your business?
When commodities go up that effects all bakers: the home
and professional baker. Usually when there are major spikes in
commodities, it is covered in the national media. This opens
the window as a good time to change our prices because more
people are aware of the situation and more understanding of
the incremental changes we need to make. Evaluating our
material cost as a percentage of labor is a Key Performance
Indicator that is checked every month. We evaluate our costs
and shop the best we can. We look in-house and see where
we can cut on costs of running the business, but never on
the quality of ingredients. We were able to negotiate better
costs on credit card transactions, evaluate any overtime, and
increase our net sales per customer.
Today, baked goods are everywhere; local super
markets, convenient stores and coffee shops. How
does Bethel Bakery approach customer satisfaction
and retention?
Great customer service is our best marketing plan. We
strive to hire a staff that is very service oriented and enjoys
working with people. Complete satisfaction is every
business owner’s goal, but in the event where something
does goes wrong, we like to ask the customer what they
think would be a reasonable resolution. From there we like
to go one step further to meet their expectations and then
some. Something else that sets us apart from corporate
stores is that we are able customize our products to the
exact specifications and wishes of our customers which
helps up build a very loyal clientele. It’s the extra time
and attention to our customer’s needs blended with a
destination product that separates us from the rest.
Are you incorporating any social media into your
marketing efforts or does reputation and word of
mouth suffice?
Social media has and is becoming a very tactical tool in our
marketing efforts. Facebook and Twitter are an amazing way
to reach thousands of people in real time at no real cost.
Word of mouth has only been amplified by social media and