If I could put it in a spray can, I'd spray it throughout my stores," Brown said. "The presentation up front and the aroma from baking tempts customers from the moment they enter the store. stores, situates the bakery and deli side by side at the head of the fresh food aisle, which begins on the right side of the store. This unit, like all newly constructed Stater Bros. The most recently added bakery is in a new 36,200-square-foot unit in Rialto, Calif. When the chain did put bakeries in some stores, customers at those stores were quick to ask if the company planned to put them in others, he added. And, over and over, that column had questions from customers about when we're going to put bakeries in," Brown said. "In the weekly sales report, there's a column for managers to add comments from customers. Weekly reports to Brown from each store manager in the chain alerted him to the customers' growing desires for an in-store bakery.
We heard them when they kept asking about baked products," Brown said. "As merchants, our responsibility is to listen to our customers to find out what they want to buy. The company has upped its product variety in the high-margin decorated-cake category is baking bread several times a day to snag customers with the fresh-baked-bread aroma and has suited up its bakery personnel in colorful uniforms, he said.Īll this bakery activity is in response to an increase in the customers' demands for products baked in-store, which Brown learned of from his store managers. is trying to make changes in all its stores to reflect its increased commitment to the in-store bakery. came into its 60th year of operation with $1.7 billion in total store sales. Now, it has 65 and will put in five more before the end of this calendar year, according to Jack Brown, president, chairman and chief executive officer of the 110-unit chain.īrown said store-baked products, on average, presently make up 3 percent of stores sales he added that the department's performance varies from store to store.Īs reported in the Sept.
#STATER BROS CAKES FULL#
Where it's impossible to add a full bakery, the company will supply fresh products from in-store operations in nearby units, as a way to cement a chainwide bakery reputation.įive years ago, the chain had only 15 in-store bakeries. It is also retrofitting existing stores to include an in-store bakery where each unit's structure and space permit. The chain, in its 60th year of operation, is giving the department star position at the beginning of the traffic pattern in all its new stores. Markets here has begun to spotlight bakery more aggressively, by making it a priority to roll out in-store bakeries chainwide.
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