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Consumers seem to want a sensory and artisanal experience without compromising on convenience. The authentic bakery feeling should be a 360 degrees multi-sensory experience. How do you integrate that in your daily business?
Pastelerías La Esperanza in Mexico is an example of a concept that has successfully integrated the Authentic Bakery Feeling in her shops. Taste Tomorrow spoke with marketing director Ana Belén Juamperez García.
La Esperanza recently developed a very varied offering of European breads. 'Handmade bread was very limited in variety in Mexico', says Ana Belén. The new range of European breads is well received in Mexico and has had a very positive impact on their costumers.
When you introduce new products, position them by telling customers about the history. ‘Where does it come from? How is it eaten? Where is it eaten? Show the history in packaging and in point-of-sale material’, says Ana Belén.
By using demonstrations and tastings La Esperanza guides customers towards new products the company likes to feature. ‘When you find yourself in a shop with so many different products, you might need some help.’
About Ana Belén Juamperez García
Originally Ana is a graphic designer, but she also has a degree on the Cordon Bleu in patisserie and an international cuisine diploma from Ambrosia. She combines her love for graphic design and esthetics with her love for food in her function as marketing director at La Esperanza.
Pastelerías La Esperanza was established in 1975 by Ana’s father. Currently there are more than 60 outlets throughout Mexico.
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