Finding your Bakery’s Niche

Most successful bakeries have a specialty or niche that keeps customers coming back for more. Whether it’s cronuts, old world sweet breads or polvorones (Mexican wedding cookies), specialties help bakeries stand out from their competition. That’s why developing a niche is so important.

If your bakery doesn’t already have a niche, you might try adding a test item. Some things that are likely to be popular include extra large cupcakes, miniature turnovers, individual wedding cakes or unique cupcake flavors.

Another way to create a niche for your bakery is to target a specific ethnicity. Look to your own heritage for inspiration or look at the ethnic diversity of your community to help you find your niche—for example Mexican, Hungarian, Scandinavian or Polish. Don’t be afraid to ask your customers what they would like to see in your case. They probably have some great ideas.

Creating a niche also requires positioning your bakery in a certain way. Here are just some examples of affordable ways to advertise and promote your business:

• Social Media: Facebook and Instagram are great platforms to advertise your specialties and promotions.
• Digital Coupon: Try a a buy-one-get-one offer to get customers in the door. It may lead to impulse purchases and repeat business.
• In-Store Features: photo album of cake ideas or a looping video of your goods is a great way to merchandise your full range of offerings.

Discover how Fiesta Mart, a Mexican bakery chain, found its niche and grew to 60 stores.