The hyperspecialization hype: why so many bakeries now offer just one type of pastry or baked good

The rise of hyperspecialized bakery concepts isn’t new, of course. Brands like Krispy Kreme and Dunkin’ Donuts pioneered the mono-product model long ago by focusing on one product: donuts. Similarly, Einstein Bros. built an entire chain focused solely on bagels. But hyperspecialized bakeries and patisseries have become some of the most visited and most discussed food outlets in the industry. They’re the bakeries that appear in newspapers because of the long queues. The ones that go viral on social media, causing a massive urge for consumers to visit them, with each new mention increasing their FOMO (fear of missing out). 

Why are hyperspecialized concepts like Sundays so appealing to consumers today? That’s because of:

• A perfect balance between offering something both new AND familiar

• The perceived quality of this single, perfected offering

• FOMO generated by the rarity and exclusivity

• A shareability that keeps increasing proportionally with the online hype

Our Taste Tomorrow global consumer insights show that blending the new with the known is an incredibly successful format for product innovation. Introducing exciting and exotic flavors through familiar formats works because it meets multiple consumer needs at once. There’s the wish to explore, with 63% of global consumers stating they want to try new flavor combinations that are unusual at first and another 64% expressing a desire to try exotic tastes from other parts of the world. But there’s also an emotional need for comfort that is found in familiar foods. Nearly 7 in 10 consumers prefer a familiar element when trying new foods.

Mono-product bakers and patissiers use exactly that format. They offer a familiar product – a cookie, cream puff or cake – in an alternating variety of flavors that are new and exciting. There’s the comfort of knowing you’ll love the pastry itself, paired with the adventure of trying a new taste. 

Focusing on one pastry not only sharpens craftsmanship but also strengthens bakery branding by signaling expertise and authenticity. The radical focus on just one type of baked good or pastry sends a powerful message to consumers: this is the very best version you can get. Think of the crispy dark-chocolate cookie with a decadent and creamy white chocolate center at the Van Stapele cookie bakery in Amsterdam, The Netherlands. Owner Vera van Stapele chose to build her entire business and brand around that single cookie, perfected down to the last detail. 

“I think it's a very romantic idea to have a store with just one product”, she says in an interview. “Doing one thing exudes quality. You only have one product to focus on, so it has to be good.” Her approach proved to be very successful: the treat became a viral sensation, compelling the bakery to hire three queue managers to regulate the crowds eager to try their creation.

Consumers automatically associate a mono-product concept with expertise. It reduces doubts shoppers might have about the quality of the offered desserts and reassures them they are making the best possible choice. This perceived mastery feeds into consumer psychology, where fewer options often feel more premium.

Behavioral science insights even suggest that focusing on a single item is good for business. Choice Overload is the phenomenon where consumers facing more options have a long and stressful decision-making process, which leads to purchase abandonment and even a decrease in satisfaction level, as people fear having made the wrong choice. A hyperspecialized food concept reduces the mental load of choosing, resulting in consumers ordering faster and being more convinced they’ve chosen right. Hyperspecialization can thus enhance both product quality assessment and brand positioning in the bakery industry.

Our Taste Tomorrow consumer research highlights that people are increasingly drawn to unique experiences that blend novelty and interactivity. Consumers are looking for emotionally engaging treats that invite participation. In the second quarter of 2025 alone, search volumes on ‘unique dessert shop near me’ went up 100%. Single-specialty pastry shops offer a perfect way for people to participate: trying a viral treat they’ve spotted on social media makes them part of an online foodie community. 

The rise of hyperspecialized bakeries is proof of how social platforms such as Instagram and TikTok have transformed the foodservice and food retail industry. These single-product concepts tick off all the boxes for social media success. They are easily identifiable and memorable, highly visually appealing—which fuels virality—and they use exclusivity to generate FOMO (Fear Of Missing Out) among consumers. 

These mono-product pastry shops thrive on FOMO marketing. The most successful mono-product concepts always have treats that look mouth-watering good in photos and videos, which drives popularity first. The scarcity effect of limited availability and limited-time only flavors then work as a flywheel to increase both the interest in – and virality of – the product. The release of a weekly or monthly new flavor gives consumers a reason to follow the concept, with each new product release drawing people to the store and offering them a chance to share their experience on their own platforms. 

To enhance the memorability and shareability, many mono-product stores offer special in-store experiences. That can be a selfie-mirror with a fun text, but also a glass wall that gives customers a peek into the bakery. Van Stapele in Amsterdam even added a coin-operated machine that comes to life and presents children with a gift to increase the magical experience for shoppers. For single-product concepts, investing in photogenic presentation or interactive store elements can be as crucial as perfecting the recipe itself.

Even if you’re not planning to create a hyperspecialized bakery yourself, understanding these viral baked goods concepts can help you create future innovations and consumer engagement strategies. The success of mono-product bakeries and patisseries shows that focus is a powerful differentiator. In a market with an overwhelming amount of options, doing one thing exceptionally well can build strong brand value. For artisanal bakers, it’s a call to refine and perfect your signature creation. For industrial patisserie teams, it’s a cue to design products that balance comfort with curiosity: combine the recognizable with the refreshingly new. The future belongs to those who master the art of focus.

Check out these successful mono-product food concepts from around the world:

• Canelé du Japon, with the classic French pastry in Asian flavors
• Levain, famous for its chocolate cookies
• Flake, bringing Portugese pastéis de nata to Boston
• Taiyaki NYC, with eye-catching fish-shaped ice cream cones 
• Odette Paris, known for their cream puffs
• Nenrinya, creator of the wavy baumkuchen
• Uncle Tetsu, for everything cheesecake