Supermarket Perimeter - January 2021 - 21

Upon graduation from the French Culinary Institute (now the
International Culinary Center), Tosi ﬂourished in her restaurant career,
ﬁrst with Chef Wylie Dufresne's wd-50 and then Chef David Chang's
Momofuku. " While working at wd-50, Wylie Dufresne taught me how
to think about food, how to be critical, how to create, how to improve.
At Momofuku, David Chang taught me commitment, empathy, balance
and how to connect yet remain an individual voice. "
As fortunate as those experiences proved to be, Tosi hungered
for more than what the ﬁne dining sector could offer. She dreamed
of opening her own bakery, so that her creative desserts could be
accessible to many more people. Milk Bar opened in November 2008,
and the rest is history - with many more chapters to be written.
" Curiosity is the great equalizer, " Tosi says. " We might be playing
around with a ﬂavor and, all of a sudden, a failure becomes a stepping
stone to a new ﬂavor application. We're pretty relentless about getting
the ﬂavor just right. My goal is to be inﬂuential and accessible. For me, I
want to evolve it and grow it, so that we could have an inﬂuence on that
curious 10-year-old growing up in the suburbs of Ohio. "

Social media solutions
Another effective way to drive higher impulse sales starts with
promoting specials through social media. Consumers are creatures of
habit, and consistency is key for long-term success with any type of
social media campaign, explains Keely Siciliano, director of brand and

digital marketing at Dawn Foods. " Consumers follow local businesses
with the expectation that a bakery's social media page is the best
place to ﬁnd up to date news and information, " she says. " Once you've
established a social media routine (such as posting twice a week),
consumers come to expect that and can be disappointed and frustrated
if that routine is disrupted. "
Siciliano says that, for example, if your bakery has a " Donut of the
Day " special on weekends, you should post a high-quality, appetizing
photo of that product ﬁrst thing in the morning on those days to let
your customers know. The same goes for ﬂavors, so if you're known
for swapping out cupcake ﬂavors daily, share the day's menu on
social media early in the day. You should also keep the time you post
consistently so loyal customers know when to expect to check the
ﬂavors for that day.
Social media is a two-way conversation, and you should always
look to engage with your followers. Siciliano suggests ﬁnding ways to
incorporate user-generated content when available.
" If you're promoting a new or seasonal product, ask customers to
snap a photo of their purchase and tag your bakery in their post, " she
says. " This works best on visual social media sites like Instagram but
can also be effective on sites like Twitter and Facebook. Not only does
this promote the bakery to the customer's friends and family, but it
strengthens your relationship with the customer and improves their
brand loyalty. "

Racks . . . Like some people . . . are Tough !
R.O.I.

Not

(845) 331-2111Ř professionalseriesequipment.com

Covered by one or more of the following U.S. Patents: 5,330,064; 5,386,787; 5,471,922; 5,503,087; 5,628,522; 5,957,309; 6,149,120; 6,322,180; 6,366,313; 6,474,757; 6,974,042; 7,419,063; 9,440,667; D480,528; D481,513. Other U.S. & foreign patents pending.

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Supermarket Perimeter - January 2021

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