Sales at in-store bakeries during the Easter/Passover week increased over last year, reported bakery directors.
Although there was little change in prices, sales were buoyed by an excellent supply of strawberries, good weather and a little creative marketing.
Marsh Supermarkets in Indianapolis heavily promoted cookies with the idea that they serve a double purpose for fast-paced parents these days. "A lot of people are buying cookies to put in Easter baskets," said Charlie Barnard, director of deli-bakery-food service, who explained that they replace homemade items. "People just don't have the time to do those types of things. They're relying on us to take care of those needs."
Easter is becoming a bigger season for Marsh's bakery: "We're gearing things more toward the Easter holiday using the light pastel colors to decorate cakes and cookies, and of course we've got a table showing off our dessert cakes."
Advertising played a large role in the higher profile of holiday items: "We had ads on three occasions. One in our weekly flier was a quarter-page full-color laying out our whole Easter program, just planting ideas in the customers' minds. We were there and ready for their business."
Marsh's has an advertising program for Passover as well: "We have probably three stores that do a nice job with Passover. We had a special ad [which featured] some of our specialty items for that area. We also have a special ad in the local Jewish newspaper just to let our customers know what we've got."
Although results for the Easter/Passover week are not in yet, Barnard is confident of their success: "We really focused on the bakery this year. Our total sales have increased in the bakery compared to last year somewhere around 20%."
Several bakeries took advantage of the high-quality supply of strawberries to tie-in with angel food cakes.
"Since the strawberries were good, we did a promotion with angel food cakes in aluminum pans, with Cool Whip nearby as well," explained Russell Kates, co-owner of Steele's Markets, Fort Collins, Colo. "We sold a lot of that."
Harp's Food Stores in Springdale, Ark., ran a similar promotion. "We put a lot of focus on angel food cake, cross-merchandising with strawberries in the produce department, with displays in both areas," said bakery director Dan Kallesen. Sixteen-ounce cakes sold for $1.99, and there was a "hot price" on strawberries as well.
In addition to the traditional display of hot cross buns, Harp's did in-store sampling of sugar cookies, which could replace Easter eggs: "Customers can decorate them at home with colored sugar, and save having to boil the eggs and deal with the dyes," said Kallesen. "It went very well and next year we will look more toward featuring them."
Harvest Foods, in Little Rock, Ark., began its cookie promotions four weeks in advance, said Jeff Ruple, bakery director. "Competitors here play follow the leader," Ruple said. "Whatever one has, everyone has to have too." Sales were about 8% better than the previous Easter season, he told SN.
"A lot of that was due to the good weather, which helps push business with picnics, Easter egg hunts, and family reunions," he said. Harvest ran several promotions, featuring an assortment of Easter Bunny cakes and cupcakes, hot cross buns, and a heavier-than-usual promotion of croissants.
Kates was not as pleased with Steele's sales, which were up only 3% over the previous year's. "Usually Easter will give us more of a pop, around 10%," he admitted. He thinks the weather might be to blame: "It's been really weird, with only one big snow. I don't think people are eating like they do when it's cold."
Steele's sold hot cross buns at six for $1, and introduced a new sourdough bread formula. The best sellers, however, were butter flake rolls, which are "kind of like Pillsbury's Pop-n-Fresh, but made here from scratch." Steele's sold 2,500 dozen of them, in trays of 12 for $1.39 per pound. Large chocolate layer cakes sold for $14.95, and $8.95 for the small size.
"For Mother's Day we will be offering heart-shaped layer cakes, including our signature carrot cake, for around $6.95 for a double layer."
One Texas retailer reported "a good clean-up," adding that due to the coinciding Mexican "Madre Mia" holiday, this is always the biggest season of the year. The bakery promotes a special "Madre Mia" cake alongside the traditional heart cakes.
