Pillsbury™ shares strategies to help foodservice operators appeal to patrons’ evolving tastes and bake up more sales.
The ongoing pandemic has sparked a rise in consumers’ cravings for familiar comfort foods and indulgent items like baked goods. According to a nationwide survey conducted by The Harris Poll and commissioned by General Mills Convenience & Foodservice, more than one in four Americans are eating more baked goods, as a result of the pandemic over the past six months.
Results show consumers who are eating more baked goods in the past six months, as a result of COVID-19, are doing so because: they crave sweet things, to get a sense of comfort, or induce happiness. More than a quarter said it is because they are giving themselves permission to indulge right now.
Tips to Bake Up More Sales
- Bake up happiness—give patrons more of what they want by menuing a variety of the top baked goods that consumers are seeking right now.
- Promote items baked fresh onsite: use social media, menu boards, signage and more to let your customers know that items are baked fresh onsite.
- Showtime! Shine the spotlight on bakery items: display baked goods near the cash register and offer free, bite-size samples, if possible.
- Smell sells—keep a batch of cinnamon rolls baking to create an enticing aroma.
- Add “Now and Later” specials or takeaway items: Offer consumers opportunities to purchase an extra loaf of bread or a dozen of cookies, muffins, or cinnamon rolls to take home and enjoy later or share with others.
This survey was conducted online within the United States by The Harris Poll, a market research and global consulting firm, on behalf of General Mills Foodservice from September 16-18, 2020 among 2,053 U.S. adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact General Mills Foodservice.