Supermarket Perimeter - July 2020 - 18

Bakery

Donuts
Premium packaged
product makes its move
BY JOHN UNREIN

DONUTS REMAIN KING IN MILWAUKEE, and the COVID-19 crisis is

donuts, such as recent specials for National Donut Day including Grebe's

not about to change that. Still, with fresh donut sales dragging (especially

Cruller Bites in 14-ounce packages, six-count packages of Greenbush

single serve), Colton Grebe, vice president of fourth-generation Grebe's

Bakery Donuts at its Madison store, and a dozen Metcalfe's freshly made

Bakery in Milwaukee, shares an insightful observation about the future of

donuts for $8.99 at its Wauwatosa store.

the donut industry. Get ready for an influx of premium packaged donuts.
Supermarket shoppers are now shifting their top priority in the bakery

"Right from the beginning, we knew there would be a constant level
of change in our organization. We're used to change, but not such

aisles to food safety, and fresh donuts are no exception. Grebe's sells

rapid change," said Tim Metcalfe, president and co-owner of fourth-

scores of 14-ounce boxes of Grebe's Cruller Bites, a signature item,

generation, family-owned grocer Metcalfe's Market. "We knew that even

as well as premium packaged donuts in a variety of flavors to retail

when we get out of this, there will be a question of what is the grocery

accounts such as Metcalfe's Market and Speedway convenience stores.

business going to be like."

"This pandemic is accelerating what already was going to happen,"

For the nation, instore bakeries continued to see lower sales than
normal, with the whole department falling by 15.2% the week of May

Grebe said. "We offer fresh quality in great packaging."
Metcalfe's Market, a three-store gourmet grocer in Madison, Wis.,
carries fresh donuts, freshly baked breads and pastries from 25 local
bakeries. In the donut category, they are focusing hard on packaged

24. Donuts were down 47.4%, cakes down 17%, and rolls down 13%,
representing the bottom three product categories impacting the fresh
bakery sector.

Donuts were down 47.4%, cakes down 17%, and rolls down 13%,
representing the bottom three product categories impacting the
fresh bakery sector.
18 - JULY 2020

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Supermarket Perimeter - July 2020

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