In 2026, shopping has to be fun and exciting, even at the bakery
23 Dec 2025
Search volumes for “unique dessert shop near me” went up by more than 100% in the second quarter of 2025 alone, making it clear that today’s consumers crave more than flavor. They seek stories, sensations and shareability. In order to draw consumers to physical stores, crafting the shopping experience becomes an art form in itself. Experience becomes the key differentiator for bakeries, chocolatiers, and dessert shops aiming to stay relevant. In 2026, customer experience revolves around creating unforgettable, meaningful and multisensory encounters. Guests want to be surprised, moved, and transported into a different world.
Experience over shopping
Nowadays many consumers deliberately choose to visit a brick and mortar shop, expecting a memorable experience online retail can’t offer them. A grand decor, visually striking spaces, scent, music and interactive technology all contribute to a powerful in-store shopping experience. Stores have to tell a story, or at least give the customer a story they’ll want to tell themselves. Take artisanal gelato brand Cream Story in Shanghai: instead of a typical counter, guests find a mysterious wall with a curtain, a gold bell labeled “Ring for gelato”, and a QR code. A hand appears through the curtain to deliver your ice cream, a relatively small change that transforms buying an ice cream into a moment of magic and mystery.
A feast for the senses
Total sensory immersion is reshaping foodservice. Consumers are flocking towards restaurants where light, sound, scent, design and storytelling come together in a total concept, such as the Ithaa Undersea Restaurant where diners eat a seafood menu surrounded by panoramic views on coral and marine life. Food retail is adapting this sensorial approach by creating stores where consumers can fully experience a brand or product. Bakeries are no longer hiding their production spaces behind walls, but are putting their oven in plain sight like neighbourhood bakery Sofi in Berlin.
Craftsmanship is being turned into performance. Chocolatiers are adapting to this trend as well. At the 16th Street Factory location of Dandelion in San Francisco, visitors can “inhale the heady scent of molten chocolate, hear cocoa beans rattle and roast, watch chocolate makers in action, sift handfuls of dried beans, and sample every form of cocoa product”, according to their website. This sensory or thematic immersion not only draws consumers to physical stores, it also drives sales. Our worldwide consumer survey shows that 84% of people want to buy or try freshly baked products when they can smell them.
Hyperpersonalized experiences
Consumers don’t just want to engage with food, they want food that engages with them. Personalization technology in foodservice now allows menus, offers, and even environments to adapt to individual guests. In restaurants, guests get tailored menus and interactions based on individual customer preferences. The order kiosks at QSR chains such as McDonalds and Pokeworks let guests completely tailor their orders: portion size, onion or no onion or extra protein, everything can be chosen to taste. This gives guests a sense of control and convenience that enhances satisfaction and drives sales and repeat visits.
These options will become increasingly common for food retail as well. Imagine walking into a bakery where a digital display welcomes you by name, suggesting a new flavor of your favorite treat or asking if you’d like your usual order. Just like there are now restaurants implementing Augmented Reality (AR) to visualize their menu, patissiers and bakeries can use the technology to showcase their options such as large cakes or prepared sandwiches. But more importantly, AR can be used for storytelling and setting the scene by transforming the store into a peaceful fruit orchard in spring or a real-life candy land. Shoppers can thus experience the brand identity or the vibe of a new product launch.
Some concepts are already pioneering this. At the Ritter Sport flagship store in Berlin, fans can create their own chocolate bar by choosing a type of chocolate and mix-in ingredients for a kiosk and even have the option to create matching packaging at the photo station. Employees will then make their creation come to life before their eyes. The option to craft a personalized treat is combined with the performance of a treat that is created on site, leaves a lasting impression on shoppers.
Experience as a branding tool
Experience has become one of the strongest tools in brand differentiation. While the pink flower cafés like Peggy Porschen may have defined the last decade – designed for customers to take cute pictures for their Instagram – today’s trend leans toward artful minimalism and conceptual storytelling. Nu Dake in Shanghai, for instance, opts for a store design that feels like an art gallery. The gym themed store features a massive croissant dumbell, a pastry bench press and a milk bread couch. The design is playful, photogenic and unmistakably on-brand.
Even brands without permanent storefronts are joining in by opening pop-ups to deliver a brand experience. Swedish candy brand BUBS opened a ‘sweeteasy’ in New York last October. There, visitors could experience the Swedish lördagsgodis tradition: indulging in candy every Saturday. The site was decked out in the signature yellow and pink colors and visitors could craft their ultimate candy bag, take playful photos and get exclusive BUBS merchandise. These events give brands the opportunity to show their personality and – because Instagrammability and shareability are most often the focus – can reach large online audiences through social media posts by visitors. The reach of these activations are thus a hefty multiple of the physical number of visitors.
Sustainability and authenticity made tangible
Today’s consumers – especially Gen Z – look for authentic, ethical and sustainable experiences. Seven out of ten shoppers want transparency about how their food is made according to our worldwide Taste Tomorrow consumer survey, and two-thirds look for products that are sustainably produced. Just adding some green trademarks to product packaging or adding a vague ‘made in France’ remark will not do for them. It must be felt through storytelling, design and sensory cues.
Gen Z loves distinctive brands and is attracted to stores that offer authentic experiences that align with their values. To connect with these conscious consumers, it helps to emphasize the story behind your products and ingredients. Hotel Chocolat’s immersive café does exactly this by showcasing its dedication to ethical cacao. Shoppers are taken on a multisensory journey through the entire cacao chain. An agroforestry wall explains how cacao thrives in biodiverse climates and there’s a telescope through which visitors can see a video feed from Hotel Chocolat’s Saint Lucian cacao farm, with sounds from the island's tree frogs, crickets, and parrots. In a downstairs Exhibition Space, people can find out more about the bean-to-bar journey through displays and soundscapes. They don’t just educate guests on their ethical productions, but they try to create an emotional connection with the brand.
From product to experience
Experience and authenticity are no longer luxuries. In 2026 they are the new differentiators in bakery, patisserie and chocolate retail. These sectors, rich in tradition and sensory potential, are perfectly positioned to lead the shift toward emotional engagement. Whether large or small, every touchpoint matters: a glimpse into the workshop, a personalized topping, or the aroma of fresh bread can turn a simple visit into a story worth sharing.
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