Supermarket Perimeter - November 2019 - 21

Bakery

What drives
impulse buys?
Source: Dawn Foods

Unplanned pies
Unless certain holiday seasons are around
the corner, most consumers don't usually
walk into a grocery store with pie on their
shopping lists. Pie is an impulse purchase.
So, a creative approach is key when it
comes to stopping shopping carts. For
example, St. Louis-based Schnucks stores
developed a marketing display for Rocky
Mountain Pies that incorporated bright
colors, easy visual access and a tagline that
read, "We only have pies for you."
Bakeries can come alongside retailers in
this process, too. "Our biggest opportunity
to grow sales from a retail level is January
through September," Par Grandinetti, president of Rocky Mountain Pies, Salt Lake City,
told Baking & Snack, a sister publication to
Supermarket Perimeter. "Pies are not easy
for stores to retail, so our challenge is to
make it easier for them so we all win."
Instead of expecting retailers to build
a display, Rocky Mountain Pies does the
work by adding creativity to the packaging,
increasing the visual appeal of its products.
The bakery's Red, White and Blue Pie has
different sections of cherry, apples and
berry and is packed in an American flag
box to drive home the theme.
Rocky Mountain Pies also has hand-laid
lattice fruit pies and uses that design as a
point of differentiation.
"Hand-laid lattice pies like grandma used
to make are pretty hard to do in a manufacturing arena, but we slow our lines down
and take the extra time," Grandinetti says.
"A hand-laid lattice fruit pie is where you
get to see this creativity and this great fruit
coming through the lattice strips."
Greg Menke, chief executive officer
of Something Sweet, New Haven,
Connecticut, added, "Feedback from
instore bakery buyers is that a key to
catching a consumer's eye is less label and
more pie."

56%
46%
33%
31%
20%

sales and lower prices
curiosity about a new item
new flavors
available samples
instore displays

TAKE ACTION
Give out samples
Shoppers who try new or special
promotion items are more likely to
make a purchase they didn't originally plan on.

Many retailers are doing this by shifting
from a traditional cardboard box display to
a plastic base-and-dome or a clear plastic
clamshell container. Although boxes can
be stacked and grabbed more easily, the
clear plastic displays give consumers better
visual access.
"Buyers like packaging that showcases
the product by highlighting the attractive visual attributes of the pie," he says.
"Capturing the consumer's attention
is critical in a category dominated by
impulse buys."
Eric Richard, education coordinator of the Madison, Wisconsin-based
International Dairy-Deli-Bakery
Association, emphasizes the importance
of where pies are merchandized in retail,
particularly during off-season months.
"Merchandising extends beyond the
instore bakery," he says. "Pies can be
merchandized in the deli or prepared
food departments as a dessert option for
someone looking to put together a meal for
the evening."
Social media also makes a difference and
lets consumers see products before they
get to the store.
"With people taking pictures of their food
and posting it on everything, I think that
expands minds a little bit and allows them
to think differently about pie," Grandinetti
says. "They might be a little more willing to try something they may not have
tried before just because they've seen it
on Instagram."

Spread out
Don't confine your special bakery
items to the bakery itself. Displays
near the front of the store can
attract shoppers as they walk though
the doors and also those who are
checking their shopping lists one last
time before checkout.
Help shoppers stick around
The longer shoppers hang around the
bakery department, the more likely
they are to buy something. Set up a
baking or decorating demonstration
to encourage them to stick around
and sample what's being made.
Offer a solution
Make sure shoppers see your baked
goods as more than a treat. The right
creative display showcases a pastry as
a meal alternative for time-starved
shoppers. Bread becomes an easy
side to a prepared meal and small
desserts give shoppers the chance to
sample new flavors without having to
buy a full cake.
Showcase (and create) trends
You can create interest with consumers by putting hot trends frontand-center. Ethnic desserts and
concession-style foods can offer high
potential with shoppers looking for
snacks and treats.
Source: Dawn Foods

3
hours
www.supermarketperimeter.com

Slow shoppers spend more.
30- to 40-minute shopping trips average a
$72 cart total. Trips three hours or longer
average $200.

NOVEMBER 2019 - 21


http://www.supermarketperimeter.com

Supermarket Perimeter - November 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - November 2019

Supermarket Perimeter - November 2019
Editor's Note - Waste not
Contents
The Wire - Technomic’s top 2020 foodservice trends
Sobeys testing smart carts
Meijer invests in autonomous work software
Trade TALKS
EXTENSION GRANTED ON LABELING COMPLIANCE
FLAVOR FORWARD
BACON, BOOZE & BBQ
Bakery - Impulse sales
MUFFINS
A clean label option
Abe’s Allergen-Free Alternative
Deli - CHARCUTERIE
PROSCIUTTO STILL ON TOP
Deli - Flatbreads
READY TO BE THE STAR
ONE NAME, MANY PRODUCTS
Meat & Poultry - NOSE-TO-TAIL
Sustainability benefits
Turkey
A DELI PUSH
Produce - Root-to-stem
TOP OF THE CHARTS
Citrus
Seafood - Flounder & halibut
Food Safety - SEAFOOD BEST PRACTICES
COMMISSARY INSIDER
HYGIENE APPAREL
SPOTLIGHT - THE SCIENCE OF FRYING DONUTS
COMPANY PROFILE - AHOLD’S RHODE ISLAND PROCESSING FACILITY/ INNOVATION CENTER
AHOLD INVESTS IN ELECTRONIC SHELF LABELS
OPERATIONS - ENERGY EFFICIENCY
Product Showcase
Advertisers
Supermarket Perimeter - November 2019 - Supermarket Perimeter - November 2019
Supermarket Perimeter - November 2019 - Supermarket Perimeter - November 2019
Supermarket Perimeter - November 2019 - 2
Supermarket Perimeter - November 2019 - Editor's Note - Waste not
Supermarket Perimeter - November 2019 - Contents
Supermarket Perimeter - November 2019 - 5
Supermarket Perimeter - November 2019 - Meijer invests in autonomous work software
Supermarket Perimeter - November 2019 - 7
Supermarket Perimeter - November 2019 - Trade TALKS
Supermarket Perimeter - November 2019 - 9
Supermarket Perimeter - November 2019 - EXTENSION GRANTED ON LABELING COMPLIANCE
Supermarket Perimeter - November 2019 - 11
Supermarket Perimeter - November 2019 - 12
Supermarket Perimeter - November 2019 - 13
Supermarket Perimeter - November 2019 - FLAVOR FORWARD
Supermarket Perimeter - November 2019 - 15
Supermarket Perimeter - November 2019 - BACON, BOOZE & BBQ
Supermarket Perimeter - November 2019 - 17
Supermarket Perimeter - November 2019 - 18
Supermarket Perimeter - November 2019 - Bakery - Impulse sales
Supermarket Perimeter - November 2019 - 20
Supermarket Perimeter - November 2019 - 21
Supermarket Perimeter - November 2019 - MUFFINS
Supermarket Perimeter - November 2019 - 23
Supermarket Perimeter - November 2019 - Abe’s Allergen-Free Alternative
Supermarket Perimeter - November 2019 - 25
Supermarket Perimeter - November 2019 - Deli - CHARCUTERIE
Supermarket Perimeter - November 2019 - 27
Supermarket Perimeter - November 2019 - PROSCIUTTO STILL ON TOP
Supermarket Perimeter - November 2019 - 29
Supermarket Perimeter - November 2019 - Deli - Flatbreads
Supermarket Perimeter - November 2019 - 31
Supermarket Perimeter - November 2019 - READY TO BE THE STAR
Supermarket Perimeter - November 2019 - ONE NAME, MANY PRODUCTS
Supermarket Perimeter - November 2019 - Meat & Poultry - NOSE-TO-TAIL
Supermarket Perimeter - November 2019 - Sustainability benefits
Supermarket Perimeter - November 2019 - 36
Supermarket Perimeter - November 2019 - 37
Supermarket Perimeter - November 2019 - Turkey
Supermarket Perimeter - November 2019 - A DELI PUSH
Supermarket Perimeter - November 2019 - 40
Supermarket Perimeter - November 2019 - 41
Supermarket Perimeter - November 2019 - Produce - Root-to-stem
Supermarket Perimeter - November 2019 - 43
Supermarket Perimeter - November 2019 - TOP OF THE CHARTS
Supermarket Perimeter - November 2019 - 45
Supermarket Perimeter - November 2019 - Citrus
Supermarket Perimeter - November 2019 - 47
Supermarket Perimeter - November 2019 - Seafood - Flounder & halibut
Supermarket Perimeter - November 2019 - 49
Supermarket Perimeter - November 2019 - Food Safety - SEAFOOD BEST PRACTICES
Supermarket Perimeter - November 2019 - 51
Supermarket Perimeter - November 2019 - 52
Supermarket Perimeter - November 2019 - HYGIENE APPAREL
Supermarket Perimeter - November 2019 - 54
Supermarket Perimeter - November 2019 - 55
Supermarket Perimeter - November 2019 - SPOTLIGHT - THE SCIENCE OF FRYING DONUTS
Supermarket Perimeter - November 2019 - 57
Supermarket Perimeter - November 2019 - COMPANY PROFILE - AHOLD’S RHODE ISLAND PROCESSING FACILITY/ INNOVATION CENTER
Supermarket Perimeter - November 2019 - 59
Supermarket Perimeter - November 2019 - AHOLD INVESTS IN ELECTRONIC SHELF LABELS
Supermarket Perimeter - November 2019 - 61
Supermarket Perimeter - November 2019 - OPERATIONS - ENERGY EFFICIENCY
Supermarket Perimeter - November 2019 - 63
Supermarket Perimeter - November 2019 - Product Showcase
Supermarket Perimeter - November 2019 - Advertisers
Supermarket Perimeter - November 2019 - 66
Supermarket Perimeter - November 2019 - 67
Supermarket Perimeter - November 2019 - 68
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