Instore - June 2018 - 12
Michael Suas, the founder of the San Francisco Baking Institute and
co-founder of the award-winning San Francisco retailer b. patisserie, has a
succinct way to describe the future of artisan breads in the United States.
"Healthy but sexy," Suas told bake.
Further, the challenge to future growth for artisan breads depends on
the ability of bakers to produce whole grain and "healthy" bread that
looks as "sexy" as it tastes.
"When you look at it, it looks great," Suas says. "When you taste it, it
tastes great. If it doesn't taste good, don't do it. Those types of breads are
the worst to consume if not made properly."
More and more consumers, driven by their desire for fresh food and
their willingness to pay for quality, are looking to retailers for their
"If it doesn't taste good, don't do it.
Those types of breads are the worse
to consume if not made properly."
Michael Suar, San Francisco Baking Institute
"Consumers are looking for items that are prepared instore," Eric
Richard, education coordinator for IDDBA, told Baking & Snack.
"Whether that's a supermarket or c-store, they're looking for freshness.
When people think instore bakery, they think freshness."
Retailers simply showcasing the aroma of baking off par-baked breads
can be instrumental in getting consumers to the counter. Whether it's
a baguette being scored or bread being pulled from the oven, shoppers
can see the product being made, lending even more credence to the
"The focus and commitment on bread can really be a driver of traffic to
the instore bakery," Richard says. "It's a place where you can get fresh,
artisan bread that's made throughout the day. It's an overall experience
that people are looking for, and seeing it made fresh makes them want
to buy it."
12 * JUNE 2018 * instore
MEDITERRA; B. PATISSERIE
C-stores have gotten into the act, with small kitchens and production
areas where shoppers can see breads or pizza crusts being prepared in
front of them. All of this leads to the feeling that these foods are fresher
than the packaged product in the aisles.