Supermarket Perimeter - February 2021 - 22

Bakery

Muffins

From health halo to super status

HEALTH HAS NEVER BEEN MORE IN STYLE. These are insightful
words from Dawn Foods, Jackson, Mich., and the implications for fresh
bakery are clear. Muffins and other bakery products that enjoy a " health
halo " are riding an express train to the top.
Abe's Muffins, the first nationally branded vegan muffin based in West
Nyack, N.Y., features 4-pack, 6-pack, and 12-pack muffins in a variety of
flavors, as well as its signature One Big Muffin.
" Now we're on a mission to show that vegan and allergy-friendly
muffins can be absolutely delicious and fun for everyone, " said the
company's founder, Marty Koffman.
At Roche Bros., a 21-store supermarket chain based in Wellesley,
Mass., muffins come in a wide range of enticing flavors: triple berry,
honey raisin, pumpkin, apple cinnamon, cranberry orange, and corn -
to name a few.
The new twist in this ongoing trend is that Roche Bros., as well as
a growing number of other grocery chains, are embracing innovative
ways to appeal to a growing group of consumers who expect health
and safety - and prefer to shop for their favorite bakery products online.
The COVID-19 pandemic has changed the rules.
Roche Bros. has partnered with catering software firm FoodStorm,
22 - FEBRUARY 2021

based in Melbourne, Australia, to handle catering and grocery food
ordering. Roche Bros. also provides a catering service, servicing the
Massachusetts and Greater Boston area. Their catering ranges from
cocktail parties to wedding and corporate events.
" Since implementing FoodStorm, online ordering has opened up a
brand-new sales and customer service channel. The secure storage
of our customers' credit card details has made repeat purchases faster
and easier, which is beneficial for our customer retention, " said John
Lauderbach, vice president of information technology for Roche Bros.
" Having our catering system integrated with our point-of-sale and
financial systems has removed a large amount of double-entry of data.
This also allows our customers to pay for their catering at point of sale
with much less hassle. "
Dan Donovan, catering sales manager for Roche Bros., suggested
several important tips for doing business in the era of COVID, including
featuring event-specific menus, conducting email marketing, and
offering individually packaged catering.
" Our customers tell us they would like to buy our food, but they
would like to see it wrapped, " Donovan said. Roche Bros. does so for a
small upcharge of $2 per tray.

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Supermarket Perimeter - February 2021

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