instore - May 2018 - 82
Retailers are walking balance
beam between expanding
online and creating a unique
by John Unrein
Despite gains in online retail, instore bakeries - particularly those with
signature items, like Milk Bar's Crack Pie - continue to pull customers in to
"Our niche has always been the instore experience," says Scott Fox, vice
president of bakery and the Killer Brownie program at Dorothy Lane
Market. "Especially today with the Amazons of the world, we have to
create reasons to be a place where people want to go to because it's fun
and engaging and that's the magic of Dorothy Lane."
items include Momofuku Milk Bar's Crack Pie, Dorothy Lane Market's
Killer Brownies and New York City's Ess-a-Bagels.
Fox admits they've been "forced to sharpen our pencils" because of the
surge in online retailing, where Dorothy Lane Market is well positioned
with one-of-a-kind products like its signature Killer Brownies and
artisan bread. "Our online catalog business is 80 percent bakery," he
says. "We ship a lot of artisan bread coming out of our DLM Bakehouse."
Among the masses of marketers on the Internet, there's one website
that food retailers need to know. It's called Goldbely.com.
Since its founding in 2013, Goldbely's team of "food explorers" seeks out
the best local foods across the country and subjects them to quality
assurance tests to ensure fresh and prompt delivery every time. Only
three percent of food merchants are approved to join. Current popular
82 * MAY 2018 * instore
Tina Rexing, owner of T-Rex Cookie in Minneapolis, ditched a 20-year
corporate career to make a name for herself as a cookie baker. Her giant
cookies baked in small batches became such a hit that Goldbely.com
agreed to sell on its highly curated online platform.
According to Goldbely, the company managed the shipment, logistics
and customer service for more than 200,000 food orders in 2016 when
it witnessed a 200 percent increase in customers. Orders are individually packaged by 300-plus food partners with delivery to all 50 states.
"Our platform empowers small business owners and regional food
makers and evens out the playing field with big chain retailers and online
mega-brands," says Joe Ariel, the CEO and co-founder of Goldbely.
According to Dawn Foods consumer insights, millennial consumers
are most likely to choose a place to buy bakery products or other foods
GABRIELESTABILE, JOHN UNREIN - SOSLAND PUBLISHING COMPANY
akeries and delis are witnessing a sea change of developments
on both the retail store and online fronts, causing many to
ponder what the future holds. Will the onslaught of online sales
change the fresh foods landscape forever? Soon we will know more.