TRAINING & EDUCATION SELLING LIKE HOT CAKES
Customers buy with their eyes. In order to be appealing to consumers in an increasingly competitive marketplace, retail displays need to show your best side. BaxterStorey is always striving to add value to its retail offers and be one
step ahead of high street competitors. With that in mind, the development team, Phil Skinazi and Annie Herriott, was challenged to develop a style guide to accompany their recipe book.
The Modern Baker is a celebration of baking in the 21st century. This well considered approach highlights simple marketing principles and has seen sales increase by as much as 30% in some locations. The guide demonstrates four elements to entice customers to buy: product, service, display and communication.
“DIFFICULTY LEVELS
ARE OUTLINED WITH EVERY BAKE, FROM SIMPLE TO EXPERT.”
In order for chefs to serve dishes that excite customers, it is critical that they feel inspired. The Modern Baker was developed using classic baking at its heart, and is helping chefs to expand their repertoire by using the book as a training tool. Investing in staff through training in this way produces enthusiastic, efficient, and knowledgeable employees who are inspired to succeed in their roles.
The Modern Baker showcases adventurous flavour combinations, recipes and on-trend ingredients such as superfoods. It recognises the trend for artisan baking is ever- growing and customers’ expectations for high quality, freshly-baked recipes is at an all-time high. It empowers our cafés and restaurants to rival the high street chains.
More than a recipe book, The Modern Baker contains technical information to help chefs calculate bespoke costings and improve their technical baking expertise. This ensures smaller, multi-skilled teams
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who do not have a dedicated pastry chef can create adventurous bakes. Difficulty levels are outlined with every bake, from simple to expert. These determine both the time and equipment required, as well as the level of expertise and skill. Chefs using the book will find that their proficiency grows as they graduate up through the levels and sites, which reduced hospitality facilities can quickly improve.
The visual aspects of The Modern Baker as a training tool are important. To the chef, these images demonstrate precisely what the
finished bake should look like, with the more complex recipes having a series of photographs to follow. For the customer, the visual elements of the book can also help with engagement. BaxterStorey locations using the book as part of their display, have experienced better interaction with customers who enjoy flicking through the recipes before making their purchase choice.
“INVESTING IN STAFF TRAINING PRODUCES ENTHUSIASTIC, EFFICIENT, AND
KNOWLEDGEABLE EMPLOYEES.”
To promote and display the product in the most visually appealing way, the style guide can help build confidence when it comes to visual merchandising, helping teams to better market their products. Alongside the fundamentals of service and display, the style guide helps take a retail approach to highlighting key areas.
There is an enormous appetite in the UK for baking and The Modern Baker is a unique training tool that allows chefs to develop their technical skills, learning the science and art behind creating bakes that will excite their customers. Importantly, it also demonstrates to chefs and café teams how to think more creatively when it comes to promoting products and ultimately increasing sales.
www.baxterstorey.co.uk twitter.com/TomorrowsFM
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