For bakeries and supermarkets the oven should be the centrepiece of the shop or bakery section. It has a magnetic appeal for consumers: it disperses an irresistible aroma and it triggers people to buy bakery products. According to Eva Radosavac, marketing director of Kamps Backstube, baking instore can really make the difference: 'You can see, smell, touch and taste the freshness.'
Taste Tomorrow research reveals that 72% of consumers around the world prefer a bakery where the oven is in sight and items are baked on the spot. Radosavac agrees. 'In our industry, freshness is one of the most important factors in a consumer purchase decision. Baking and preparing everything in-store at Kamps Backstube means the consumer gets fresh, handcrafted products. It’s our unique selling point: we have 24/7-product availability as everything is baked freshly in store.'
'At Kamps, we have different shop formats. The artisan-style bakeries are operated under the name Kamps Backstube, and the regular ones under the Kamps mother brand. As freshness is a key driver for any kind of bakery, 52% of the total product range at the traditional Kamps outlets is baked in-store as well. Kamps Backstube differs in its branding and shop design. The orientation is more gastronomic, with a focus on traditional bakery, coffee and snacks. Since the stores are located mostly in upmarket areas, customer expectations are different. We enhance the freshness experience through free tastings and the store design itself, which radiates craftsmanship and a love for detail.'
'The bakers are the ambassadors of our dedication to quality. Visitors to the Kamps Backstube in the Alexa Building in Berlin can watch them at work and assess the quality and freshness of the products. In this specific location we weren’t able to create a completely open oven, so some of the work is still done behind the scenes. We always focus firstly on showing the products and secondly on the production process. In some cases we have to accept compromises, for example when the store layout does not allow it. The 2015 relaunch of our shop design puts even more emphasis on the oven.'
Tradition and innovation
Taste Tomorrow research shows that consumers are looking for products, shops and brands that combine tradition with familiarity. Radosavac fully agrees: 'This is why we always focus on our heritage. Our bread is the core of the product range, and it communicates our baking expertise in an authentic way. Bread and other traditional high-quality baked goods are also the basis of snacks for the convenience sector, and there’s a growing demand for these. They allow us to combine the traditional bakery heritage with new products and recipes, and to live up to changing customer expectations.'
Berlin is a hive of culinary innovation, as you’ll see in this inspiring article about baked-goods trends in the city.
To hear more about how Puratos can support your open-oven concept, or for help with setting it up, contact your local representative and schedule a meeting.