Create an Irresistible Bakery Storefront
If you've gone the route of having a retail bakery location, you are almost certainly paying a considerable amount in rent for a location with good foot traffic. And you should: aside from customer referrals, foot traffic is the best free advertising there is. You just have to learn how to make the most of all those people walking by, and you'll be happy to pay the extra amount in rent every month. So here are some ideas to get all those people outside your window into your shop.
Get a great sign
You want a sign big enough to be read from 40 feet away, both from the sidewalk view and from across the street. You may have to get a permit, but if you do, don't let that stop you. A good sign should incorporate the design theme that evokes the niche you want to be known for. So if you're running a cupcake bakery, the sign needs to show that.
Also add lighting to your sign, as winter daylight wanes by 4:30 in some areas. And keep your sign simple, but eye-catching. If you are on a crowded retail alley, like many tourist towns, design the sign so people can see it through or around the barrage of signs in their view.
Window display with the best
A well-dressed window can generate a lot of sales, and give you or another employee a very fun task every week. Rotate your window display at least every two weeks, and ideally every week. Holidays and seasonal themes are obvious choices, but you can also get a lot of mileage out of baking supplies if you get creative. People are interested in how their food is made and what its made of, so if you can manage to turn your tools into works of art, all the better. Just don't use tools you'll need, or you'll be raiding the display a lot. Also be sure to hit the crafts store or the dollar store. With a little ingenuity, you can attractively dress a window for less than $20.
Offer freebies
If business is slow, or you've got some extra just-baked goodies, or you just want to make friends with your neighbors, send one of your more polite and attractive staff members out on the street with a plate of cookies, or whatever you want to share. Your employee should have on a hat or an apron that shows your bakery's name, and if at all possible also send them out with a stack of menus or your custom baked goods price list.
Have the employee be friendly and easy-going, but everyone who takes a cookie should know which bakery that cookie came from. And, of course, only give away treats that are so good anyone in their right mind would come running for more.
Vent your gifts
This can be hard to pull off with health codes and whatnot, but if one of the vents of your bakery happens to let out on to the street, so people can smell your wares right out of the oven, so much the better.
Make it easy to buy from you
Put a "take one" box out by the entrance to your shop. Even if you do not have a full-fledged menu, get attractive slips printed up that list what you make and how much each costs, along with your bakery hours and any custom work you do, or if you ever cater. If someone happens to be interested in your shop, but they don't have time to stop, a handout like this can help them remember to come back.
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Buying a Bakery
How to Open a Bakery
How to Start a Cupcake Business
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Cottage Food Laws and Home Bakeries
Write a Bakery Business Plan
Choose a Name for Your Bakery
Bakery Equipment - What You Need to Start Your Bakery
Bakery Management Software: Spend a Little or a Lot
Starting a Catering Business
Startup Costs for a Home Bakery
Startup Costs for a Retail Bakery
Licenses and Permits Required to Start a Bakery
Create a Great Bakery Storefront
Developing a Bakery Brand Identity
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