In-Store Bakery Product Knowledge Course 1: In-Store Bakery, Cakes, Icing, & Cookies

In-Store Bakery Product Knowledge Course 1: In-store Bakery, Cakes, Icing, & Cookies

A Training Series for Supermarket Bakery Department Associates In-Store Bakery Product Knowledge

A Training Series for Supermarket Bakery Department Associates

Course 1: In-store Bakery, Cakes, Icing, & Cookies

PO Box 5528 Madison, WI 53705-0528 iddba.org [email protected] 608.310.5000

First Edition

Special thanks to Bakery Crafts®, West Chester, OH

No part of this publication may be altered without the express written permission of the International Dairy•Deli•Bakery Association.

The information presented in this book has been compiled from sources and documents believed to be reliable. However, the accuracy of the information is not guaranteed, nor is any responsibility assumed or implied by the International Dairy•Deli•Bakery Association. In-store Bakery Product Knowledge About this Series

Th e In-store Bakery (ISB) Product Knowledge series shows WWhathat You’llYou’ll LLearnearn: you how to delight customers with bakery product information. Customers want to be confi dent that they’ve made • Th e importance of the in-store bakery depart- good decisions. Be an advocate every day for the bakery ment to your store. products you sell. It’s one of your most important roles. Th is training will build your confi dence and your bakery • Your important role on the bakery team. expertise. • Bakery production methods: scratch, par-bake, Th is bakery series has three courses and a fi nal quiz: bake-off , thaw and sell, freezer-to-oven, and mix.

• Course 1: In-store Bakery, Cakes, Icing, & Cookies • Bread baking basics.

• Course 2: Breads & Rolls • Popular bakery products: cakes & icing, cookies, breads & rolls, donuts, sweet goods, and Danish. • Course 3: Donuts and Sweet Goods

• Final Quiz

Course 1: In-store Bakery, Cakes, Icing, & Cookies

As a retail professional working in a supermarket bakery, this course will give you a better understanding of the department you work in, your roles, and information you’ll need to discuss with your customers. Th is course will cover the following products: cakes, icings, and cookies.

When you fi nish this course, you’ll be able to talk about:

• Th e importance of the in-store bakery department and new product trends.

• Th e important role you play on the bakery team.

• Th ree bakery buying categories: desserts, breads & rolls, and breakfast goods.

• Six bakery production methods: scratch, par-bake, bake-off , thaw and sell, freezer-to-oven, and mix.

• Popular cakes and icings.

• Popular cookies.

Course 2: Breads & Rolls

Your bakery sells a collection of sandwich and artisan breads and rolls that brings in almost one-third of all in-store bakery sales. From simple ingredients like fl our, water, and a leavening agent, and sometimes sourdough or pre-fermented dough, come products like delicious crusty French baguettes, sourdoughs, dark ryes, healthful grain rolls, and ethnic specialties like ciabatta, tortillas, wraps, and naan fl atbreads.

Th is course will help you focus on some of the most popular ISB breads and rolls so you can help customers make good buying decisions. When you fi nish this course, you’ll be able to talk about popular:

• Artisan hearth and crusty breads.

• Sandwich or pan breads.

• Flatbreads.

• Rolls.

Course 3: Donuts & Sweet Goods

Th is course is about two top sellers in the breakfast bakery category: donuts and sweet goods. Th ese two baked goods account for about 20% of in-store bakery business. With recipes borrowed from the Dutch and the Danes, today’s in-store bakery is a go-to destination for these favorites — morning, noon, and night.

When you fi nish this course, you’ll be able to talk about popular:

• Yeast and cake donuts.

• Sweet and Danish dough products.

In-Store Bakery Product Knowledge includes this series of three courses, a fi nal quiz, a fi nal quiz answer key, and an associate tracking tool.

As you work through this series, you’ll fi nd:

Exercises PDF Links to FREE IDDBA Job Guides at IDDBA’s Web site

Answer Keys Links to FREE IDDBA Casts at IDDBA’s Web site

How To Get the Best Results

Th e IDDBA In-store Bakery Product Knowledge training course is a workbook series. To get the full instructional benefi t, we recommend that you take this series in two sessions: Courses 1 & 2 in one session and Course 3 and the fi nal quiz in a second session. Th ese three courses should take a total of about two hours to complete. However, you or your supervi- sor can customize this based on your available training time, what works best for you, and the needs of your business.

IDDBA Job Guides for Department Associates

Use our free, downloadable IDDBA Job Guides as part of your training experience. Print them from iddba.org/jobguides and use them as helpful guides as you work.

Progress Report

Use this Progress Record to keep track of your course and quiz completion.

Course Name Completion Date Job Guides Used ✓ Customer Service: Building Sales Customer Service: Suggestive Selling Customer Service: Building Customer Loyalty Customer Service: A G.R.E.A.T. Way to Sell Food Safety: Understanding Sensitive Ingredients Bakery Operations: Production Methods Food Safety: Sensitive Ingredients — Cross-Contamination In-Store Bakery, Cakes, Icing, & Cookies Food Safety: Sensitive Ingredients in the Bakery Food Safety: Sensitive Ingredients — Lactose Food Safety: Sensitive Ingredients — Gluten Food Safety: Sensitive Ingredients — Sugar Cakes: Shapes & Servings (English or Metric) Cakes: Specialty Icing Cakes: Icing Bakery Operations: Production Methods In-Store Bakery Breads & Rolls Breads & Rolls Food Pairings Breads & Rolls Bread Shapes Donuts: Donut Types Donuts and Sweet Goods Donuts: Donut Shapes

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As a retail professional working in a supermarket bakery, this course will give you a better understanding of the department you work in, your roles, and the product WWhathat You’llYou’ll LLearnearn: information you’ll need to talk informatively with your customers. You’ll learn about the in-store bakery and the • Th e importance of the in-store bakery following products: cakes, icing, and cookies. department and new product trends

Meeting Customers’ Needs • Th e important role you play on the bakery team Today’s customers have many options for where to shop for foods. You can be an important reason why they choose to • Th ree bakery buying categories: desserts, shop in your department. Oft en times, you’ll fi nd they’re breads & rolls, and breakfast goods looking for convenient, value-priced, high-quality products in a setting that off ers personalized, knowledgeable service. • Bakery production methods: scratch, par-bake, bake-off , thaw and sell, freezer-to-oven, and Make sure you understand their individual needs as you assist mix them. Most of your customers expect you to ask questions, listen, learn about their needs and food preferences, and • Popular cakes and icing then make helpful product recommendations. Remember, giving more than the customer expects — new information • Popular cookies about a product, great food pairing and menu ideas, a taste of something new — enhances sales and shopper loyalty. Be a Bakery Product Advocate

Th e more you know about products, the easier it will be to suggest new items for your customers to try. Like patrons at a restaurant, your customers will ask you for suggestions. Share your knowledge and experiences with a product or what your customers like about it. For example, “I really liked this when … ,” or “Customers say they serve this with … ,” or “We get a lot of requests for… .” Customers want and expect you to be an advocate for the products you sell. Your recommendations help build trust and loyalty.

PDF Customer Service: PDF Customer Service: Building Customer A G.R.E.A.T. Way Loyalty to Sell IDDBA.ORG/JOBGUIDES IDDBA.ORG/JOBGUIDES

PDF PDF Customer Service: Customer Service: Building Sales Suggestive Selling IDDBA.ORG/JOBGUIDES IDDBA.ORG/JOBGUIDES

In-store Bakery Products and Trends

Nationally, the in-store bakery (ISB) accounts for about 2% of total store sales. Th e top three in-store bakery sales categories are, in order, desserts, breads & rolls, and breakfast items. Customers shop the bakery looking for fresh, convenient items that off er value. Also high on their lists is variety, particularly an assortment of specialty items and baked sweet goods. A knowledgeable, helpful staff is very important. Consumers say these are also important to them:

• New fl avors/ingredient combinations — Flavor is as vital as ever in the bakery. Sweet, hot, salty, and tart fl avors give consumers tempting choices, oft en in combination with one another. What new fl avors are you selling? Chocolate and bacon? Vanilla and lavender? What ingredient combinations do you feature? From gourmet cakes to Fruit Loop® donuts, the fl avor spectrum can go from sophisticated and bold to novel and wacky.

• Snacking options — Your bakery off ers many snacking options. Pre- portioned, mini sizes, and reduced calorie bakery items are important trends for cost- and calorie-conscious customers. Sometimes customers want small indulgences and your bakery can meet these needs, too, espe- cially if you off er smaller treats like mini pies, mini muffi ns, cake slices, and cupcakes. Smaller indulgences can also be more aff ordable.

• Food origin — Local food sourcing is a growing interest. Understand what products you sell that use locally sourced ingredients or off er local baker craft smanship.

• Whole Grain/Free-from items — USDA dietary guidelines encourage more consumption of grain products and whole grains. Some consumers also want bakery foods free from gluten, nuts, allergens, dairy products, and genetically modifi ed organisms (GMOs). Know which items your bakery sells to meet these health needs.

PDF Food Safety: PDF Food Safety: PDF Food Safety: Sensitive Sensitive Understanding Ingredients — Ingredients — Sensitive Ingredients Sugar Cross-Contamination IDDBA.ORG/JOBGUIDES IDDBA.ORG/JOBGUIDES IDDBA.ORG/JOBGUIDES

PDF Food Safety: PDF Food Safety: PDF Food Safety: Sensitive Sensitive Sensitive Ingredients in Ingredients — Ingredients — the Bakery Lactose Gluten IDDBA.ORG/JOBGUIDES IDDBA.ORG/JOBGUIDES IDDBA.ORG/JOBGUIDES

Bakery Production Methods for In-store Operations

Th e major in-store bakery production methods are: scratch, par-baked, bake-off , thaw and sell, freezer-to-oven, and mix.

Bake-off is the most-favored in-store bakery (ISB) production method, with about 32% of bakeries reporting it as their primary production method. However, scratch baking has made a signifi cant comeback. In 2010, nearly 16% of surveyed bakery operators said scratch baking best defi ned their production method according to Progressive Grocer magazine.

Your store may be using some or all of these production methods. Scratch baking tends to be labor-intensive. For others, the manufacturer has done the majority of the work and your job is to fi nish the product and package it for sale. Check with your manager to see which products in your bakery fall under each production method.

Scratch Baking

• Uses raw ingredients.

Mix

• Dry ingredients are premixed, requiring only the addition of liquid.

Th aw-and-sell

• Mixed and baked elsewhere, frozen, then delivered to the bakery in a frozen state.

• Th awed and off ered for sale without further baking.

• May use manufacturer’s packaging or be repackaged in the in-store bakery.

Par-baked (also called brown-and-serve)

• Items (breads/rolls, pastries) are partially baked at lower than normal temperature to achieve its fi nal form.

• Final baking is required to brown the crust.

Bake-off

• Manufacturer makes raw dough and shapes it.

• Frozen products are thawed, proofed (if necessary), and baked.

Freezer-to-oven

• Mixed and proofed elsewhere, frozen, then delivered to the bakery in a frozen state.

• Products are baked at the in-store bakery.

• Aft er baking, products are fi nished and prepared for sale.

PDF Bakery Operations: Production Methods IDDBA.ORG/JOBGUIDES

Product knowledge helps you judge quality so customers receive the best your department has to off er. Ask your manager to help you learn about quality control. For example:

• Knowing how each product should look when properly baked and fi nished.

• Checking for product quality problems as you package and display bakery products.

• Alerting your manager when you see a product that may not be up to your bakery’s standards.

Desserts In-Store Bakery Sales

Whether it’s a decadent red velvet cake with cream cheese icing, a white chocolate macadamia nut cookie, or a caramel-topped apple pie, desserts are one of Desserts your bakery’s main attractions. In fact, they’re so popular that desserts make 47.2% up about 47% of in-store bakery sales. Th ey make parties and events more fes- Breads & Rolls tive. And, they give customers with a sweet tooth the ultimate treat for many 29.4% everyday occasions. In this course, we’re focusing on cakes, icing, and cookies. Breakfast Bakery 21.9% Other Misc. Cakes Bakery 1.6% Cakes are the king of desserts. Th ey make up about 28% of in-store bakery sales.

Getting to Know — Cake

Cakes have interesting stories and histories. Take red velvet cake. Th e cocoa powder used in this cake many years ago used to oxidize when heated and turned red. Th at’s how this famous cake got its name. Today food coloring gives this cake its red hue. How about pound cake? It gets its name from its traditional recipe: one pound each of fl our, butter, eggs, and sugar. As you’re talking with customers, you might want to share some cake stories to make their shopping more fun.

How It’s Made: Cake is a mixture of fl our, eggs, milk, oil or shortening, sugar, and a leavening agent like baking powder. Th ose six basic ingredients provide the foundation for a lot of cakes. Cake ingredients are similar to bread ingredients, but the fi nished product is generally much sweeter and richer. Most cake texture, oft en referred to as crumb, is light and airy. Let’s learn about some popular cakes.

Cake Picture Flavor Unique Features White • Sweet. • No egg yolks are used, so cake is white. • Vanilla.

Yellow • Sweet. • Eggs yolks are used, so cake is yellow. • Vanilla.

Chocolate • Sweet. • Melted chocolate, chocolate powder, or some • Chocolate. variety of cocoa is added.

Devil’s Food • Sweet. • Chocolate cake • Chocolate. • Light and airy

Red Velvet • Sweet. • Cake color is red from red food coloring. • Chocolate. • Usually iced with cream cheese frosting.

Marble • Sweet. • Marbled look comes from chocolate and yellow • Vanilla and (or white) batters spooned into a pan, swirled, and chocolate. baked.

▶

Exercise 1: Cake Layers

Directions: Answer the questions below by choosing the best answer.

1. What makes yellow cake layers yellow? a. Saffron b. Lemon zest c. Egg yolks d. Corn meal

2. Devil’s food is ______flavored. a. Chocolate b. Pepper c. Poppy seed d. Coffee

3. Chocolate and vanilla cake swirled together is called ______cake. a. Swirled b. Marble c. Mixed d. Black & white

4. Red velvet cake gets its reddish color from: a. Raspberries b. Food coloring c. Grenadine d. Copper baking pans

5. ______is the most favored in-store bakery production method. a. Mix b. Thaw-and-sell c. Scratch d. Bake-off

6. The top three in-store bakery sales categories are, in order: a. Breakfast items, breads and rolls, desserts b. Breads and rolls, desserts, breakfast items c. Desserts, breads and rolls, breakfast items d. None of the above

Answer Key page 1.12

Cake Layers

1. What makes yellow cake layers yellow? c. Egg yolks

2. Devil’s food is ______flavored. a. Chocolate

3. Chocolate and vanilla cake swirled together is called ______cake. b. Marble

4. Red velvet cake gets its reddish color from: b. Food coloring

5. ______is the most favored in-store bakery production method. d. Bake-off

6. The top three in-store bakery sales categories are, in order: c. Desserts, breads and rolls, breakfast items

Specialty Cakes

Getting to Know — Specialty Cakes

Some specialty cakes have a strong traditional heritage, some are signature desserts, and some are simply time-honored favorites. For instance, German chocolate cake is actually not German. It was invented by an American named Sam German in 1852. Originally, it was called German’s chocolate cake. Over time, the s was dropped and now we call the cake German chocolate. Unlike German chocolate cake, Black Forest cake is German in origin. Th e original recipe called for kirschwasser, a liqueur distilled from the tart cherries of the Black Forest region of Germany. Even though it is usually made with cherries instead of the liqueur today, it’s still called Black Forest cake.

How It’s Made: Specialty cake takes cake a step further with fl avorful ingredients like chocolate, nuts, butter, and coconut.

Cake Picture Flavor Unique Features German Chocolate • Rich chocolate. • Layered chocolate cake. Cake • Caramel/pecan/coconut • Topped and filled with a caramel frosting. topping mixed with pecans and coconut. • Cake sides may be iced.

Black Forest Cake • Rich chocolate. • Layered chocolate cake with • Sweet whipped icing. whipped cream and cherries. • Cherries. • Traditionally, kirschwasser cherry brandy is added. • Supermarket bakeries often substitute cherries for the brandy.

Carrot Cake • Rich, sweet, carrot-flavored. • Dense cake with shredded • May have nuts, raisins, carrots. coconut, and pineapple • May include nuts, raisins, coconut, flavors. and pineapple. • Cream cheese icing adds • Usually topped with cream tangy, nutty flavor. cheese icing.

Crème cakes • Rich. • Many varieties. • Many versatile flavors • Very moist crumb. like lemon poppy seed, • Baked in a bundt pan or tube pan. chocolate, or cinnamon.

PDF Cakes: Shapes & Servings (English or Metric) IDDBA.ORG/JOBGUIDES

Cake Picture Flavor Unique Features Flourless • Rich. • Very decadent, dense cake. Chocolate Cake • Intense chocolate flavor. • Can be a good gluten-free option because no flour is used.

Angel Food Cake • Sweet vanilla cake. • Very light textured white cake • Toppings can add to the made with egg whites and sugar. flavor. • Baked in a tube pan. • Served plain it is fat free. • Can be served with fresh fruit, ice cream, or hot fudge.

Pound Cake • Rich. • Usually a loaf-shaped yellow cake • Versatile flavors depending made from one pound each of on ingredients and toppings. eggs, flour, sugar, and butter. • Can be yellow, chocolate or marbled cake.

Boston Creme Pie • Rich. • Not a pie, but a cake. • Vanilla flavored cake. • Cake layers sandwich a layer of • Sweet custard. custard. • Chocolate flavored icing. • Cake frosted with a poured ganache or chocolate glaze.

Enjoying Specialty Cake: Now you have a good idea of some of the specialty cakes in your department. When customers come in, you’ll be ready to help them fi nd the perfect specialty cake for their next celebration. Th ere are lots of cake- eating occasions and some suggestions are discussed in the cake occasions section. Icings

Getting to Know — Icings

For cake to become the centerpiece of an event, it needs a little presentation — that’s the icing on the cake. Th e fi rst “icings” were made from shortening or lard. Th ey were spread over cakes to keep them moist and to protect them from drying out. When sugar and fl avorings were added, icing became a fl avorful, decadent element of cakes.

How It’s Made: Icing is generally shortening or butter whipped with powdered sugar, milk, and vanilla. Other fl avorings may be added to give the icing distinctive fl avors.

Common Icing Ingredients Flavor Uses Unique Features Buttercream • Milk. • Sweet, buttery. • Icing. • Needs to be refrigerated. • Butter. • Additional flavors like fruit • Filling. • Shelf life of one to two days. • Sugar. or liqueurs can be added. • Borders. • Figures. • Writing. • Piping. Buttercreme • Oil. • Sweet, buttery. • Icing. • 100% non-dairy. (non-dairy) • Sugar. • Additional flavors like fruit • Filling. • Doesn’t need to be refrigerated. • Egg whites. or liqueurs can be added. • Borders. • Shelf life of up to five days. • Figures. • Writing. • Piping. Rolled • Sugar. • Rich. • Often used on • Dough-like consistency. Fondant • Corn syrup • Sweet. large cakes, such as • Rolled flat then draped over a (glucose). wedding cakes, or firm cake for a smooth, decorative • Gelatin. cakes, such as pound finish. • Glycerin. cake. • Often colored. • Seals in moisture and keeps cake fresh. Poured • Sugar. • Rich. • Cakes. • Poured fondant is similar to Fondant • Corn syrup • Sweet. • Petit fours. rolled fondant. (glucose). • Cookies. • Mixture is heated and poured • Gelatin. over baked item yielding a • Glycerin. smooth, firm surface. • Often colored.

Buttercream Rolled Fondant Poured Fondant

PDF Cakes: Icing IDDBA.ORG/JOBGUIDES

PDF Cakes: Specialty Icing IDDBA.ORG/JOBGUIDES Fondant

Common Icing Ingredients Flavor Uses Unique Features Whipped • Vegetable oil. • Sweet, buttery. • Icing, filling, borders, • 100% non-dairy. (non-dairy) • Sugar. • But not as sweet as figures, writing, and • Made by infusing sugar and • Water. buttercream. piping. water into vegetable oil. • Flavoring. • Many flavors — vanilla, • Icing is light and fluffy. chocolate, strawberry, etc. • More shelf stable than dairy- based icing. Cream • Cream cheese. • Rich. • Carrot cake. • Creamy icing with a thick or Cheese • Powdered • Nutty. • Red velvet cake. thin consistency, depending on sugar. • Tangy. • Filling. amount of milk used. • Vanilla. • Slightly sweet. • Milk. Ganache • Chocolate • Dark ganache has chocolate • Cake icing or filling. • A pourable chocolate icing that (dark or flavor. dries to a firm, dense icing. white). • White ganache tastes more • White chocolate ganache can • Cream. like buttercream. be whipped to use as a fluffy • Maybe a • May be flavored with icing. liqueur or liqueurs or brandies, fruit flavoring. purees, or extracts. Royal Icing • Egg whites • Very sweet. • Usually used • Dries into very hard and or meringue for ornamental durable icing. powder. decoration, like piped • Can be colored. • Sugar. figures or flowers on • Color may fade with exposure cakes, or decorated to bright light. cookies, and for display cakes.

Fillings

In addition to icings, fi llings can be spread between cake layers. Th ey can complement many cake fl avors and oft en are a substitute “icing” between two or more cake layers. Fillings can include icings, crèmes, fruit, and custards. Fruit fi llings contain fruit and sugar or corn syrup. Flavors include raspberry, apricot, lemon or strawberry, among others. Even a Bavarian crème or custard can be used for a fi lling.

Cream Cheese Ganache Royal ▶

Exercise 2: Icing

Directions: Answer the questions below by choosing the best answer.

1. Which type of icing is made without dairy 5. Which type of icing is best for ornamental ingredients? decorations? a. Buttercream a. Whipped b. Buttercreme b. Fondant c. Ganache c. Ganache d. None of the above d. Royal

2. Whipped icing is generally described as: 6. Which type of icing works best on large cakes a. Dense because it seals in moistness? b. Very sweet a. Whipped c. Light and fluffy b. Fondant d. Rich c. Ganache d. Royal

3. The two types of fondant are: a. Rolled and poured 7. Common fillings between layers include: b. Sweet and tangy a. Fruit fillings (e.g., cherry, lemon, raspberry) c. Plain and flavored b. Icing d. Light and dense c. Bavarian cream d. All of the above

4. Ganache is made from chocolate and ______. a. Cream b. Sugar c. Olive oil d. Cake crumbs

Answer Key page 1.18

Exercise 2: Icing

1. Which type of icing is made without dairy ingredients? b. Buttercreme

2. Whipped icing is generally described as: c. Light and fluffy

3. The two types of fondant are: a. Rolled and poured

4. Ganache is made from chocolate and ______? a. Cream

5. Which type of icing is best for ornamental decorations? d. Royal

6. Which type of icing works best on large cakes because it seals in moistness? b. Fondant

7. Common fillings between layers include: d. All of the above

Cake Occasions

You can be a part of a customer’s big day, making it as fun as possible for everyone involved. It all starts with the right cake. With the variety of types, shapes, sizes, and fl avors available, cakes are great as a dessert or for a snack anytime.

For every holiday, there’s a cake:

• Christmas

• 4th of July

• Easter

• Mardi Gras

• Halloween

• Quinceañera

For larger events, there are sheet cakes serving up to 48 slices. Th ese are perfect for:

• Retirement parties

• Graduations

• Family reunions

Other celebrations may require anything from a cupcake to a full sheet cake, such as:

• Anniversaries

• Valentine’s Day

Really any day is a perfect day for cake. It can be for a:

• Game day

• New job

• Baptism

• Bat or Bar Mitzvah

• Good report card

Any cake is customizable. Cake decorations and matching plates, napkins, and balloons give an event the extra something it needs. Selling Cake

Some customers may not know exactly what they want. You can help them fi gure out exactly what they’re looking for.

Start off with a friendly introduction and ask, “What are you celebrating today?” It’s a pretty good question that you can use as a starting point.

Th is can help decide whether to suggest a sheet cake or a round cake. Before you go too far, get an idea of how many people this cake will need to serve. Customers might also have an idea of the shape they want. Or maybe they want a custom shape.

Small indulgences are popular today as consumers nosh on two-person cakes, single-serve cake slices, petit fours, and cupcakes of various sizes. Th ese choices off er more portion control for calorie-conscious eaters.

You can also go with individual cupcakes. Th is can be a great option for people who just can’t decide between chocolate and yellow and want plenty of fl avors for their events. Cupcakes are oft en sold in three sizes: mini, standard, and jumbo. Th ey’re super convenient and easy-to-serve since they are pre-portioned. Cupcakes can also be arranged in fun shapes or stacked in towers.

Individual cake slices or wedges for two people are also popular. It’s a great way to let people sample new cake fl avors and an option to buy smaller portions.

Once you’ve got all that fi gured out, you can start on the kind of cake, icing, and fi lling they want. It can be a good idea to sample a few cakes on your own. You work in a bakery — take advantage of it. If anyone asks, you can tell them your favorites.

Once you have the specifi cs of a customer’s order, you’ll want to fi nd out how they want their cake decorated. So go back to that fi rst question: what are they celebrating? If it’s for a themed party or something specifi c, have them look through your store’s idea books. Or they might get a few ideas from the decorat- ing kits in your bakery. If they want a name or message on the cake, make sure you double check the spelling before placing the order. Spelling errors are a sure way to disappoint a customer. Verify the entire order with the customer and be sure to ask the day and time they’d like to pick up the cake.

Lastly, on their way out of the department, make sure the customer knows your name just in case they need anything down the road. If possible, provide the bakery’s phone number and an order confi rmation number. Th ank them, too. Aft er all, they’ve let you become a big part of their celebration by providing the perfect cake.

Cake & Icing Shelf Life/Freshness

Shelf life is the length of time a product can be on display in the department and still sold to customers.

Most of the cakes sold in your department have a 4- to 5-day shelf life. If your department makes traditional buttercream or other icings from scratch, shelf life may be shorter. Check with your manager or follow manufacturer guidelines. Once home, consumers typically will have 3 to 5 days to enjoy the cake.

One of the ways customers determine cake quality is how fresh they taste. You can ensure they are getting the freshest product by following your store’s fi rst- in, fi rst-out (FIFO) product rotation guidelines.

Cake Serving Tips

All cakes can be served alone. Th ey are also great paired with ice cream or frozen yogurt. Cakes should be served at room temperature, although cakes with shorter shelf-life icings, custards, or fi llings should be served slightly chilled and left overs should be refrigerated.

Cookies are an enjoyable handheld treat ideal for snacking and dessert occasions. Cookies make up about 10% of in-store bakery sales.

Getting to Know — Cookies

“Cookie” comes from a Dutch word koekje, which translates to “little cake.” Cookie’s history reaches back to seventh-century Persia and the beginning of sugar cultivation. In the 17th century, cookies like macaroons and gingerbread came to America with the early English.

Many ethnic groups and areas of the country have their favorite cookies. One of the most popular cookies — chocolate chip — was developed by Ruth Graves Wakefi eld in 1930. She owned the Toll House Inn in Whitman, MA, a very popular restaurant which featured the “Toll House Chocolate Crunch Cookie.” Black & white cookies are a classic New York City deli treat. It gets its name from its appearance — white icing on one half and chocolate on the other half of a vanilla lemon cookie. Or there’s the Italian bakery specialty biscotti, a ‘twice-baked’ biscuit, or the French macaron. Th ere are lots of cookies to meet everyone’s tastes.

How It’s Made: A cookie is a thin, small cake, usually sweetened. Th ey are made with many of the same ingredients and in much the same way. In general, they are made by creaming together butter or shortening and sugar, then adding eggs, fl our and leavening to make a dough. Cookies are then formed and baked. Cookies can be fi nished in a variety of ways. Finishes include sprinkles, like diff erent colored bits of sugar or confections sprinkled on top for color or taste, and icings. Melted chocolate may also be a topping for cookies.

Th ree Popular Cookie Types

Everyday Cookies: Th ere are numerous varieties of these popular supermarket bakery cookies. Th eir shape is usually thin and fl at and their textures can be chewy or crispy depending on the recipe. Cookies range in size from one bite to cookies that can serve a birthday party.

Everyday Cookie Varieties:

• Chocolate Chip • Candy-fi lled or topped

• Oatmeal Raisin • Peanut Butter

• Sugar

Th ere are many gourmet cookie variations, too. Th ey’re usually richer and denser than basic everyday cookies. Gourmet cookies typically contain more expensive ingredients like chocolate chunks, macadamia nuts, toff ee, etc.

Gourmet Everyday Cookie Varieties:

• Chocolate Chunk • Chocolate Chunk Peanut Butter

• White Chocolate Chunk • Toff ee Nut with Macadamia Nuts

Iced Cookies: Also known as party cookies. Th ere are numerous iced cookie varieties, many rich with butter or shortening ingredients. Many are made from traditional Dutch cookie recipes. Shapes are oft en small and fl at, either round, square, or cut into fanciful shapes. Th ey are also known as party cookies. Th ey are oft en served with frozen desserts, like ice cream and sorbets.

Iced Cookie Varieties

• Iced Sugar • Iced Shortbread

• Iced Gingerbread • Iced Black & White or Tuxedo

Specialty Cookies: Th ere are many specialty cookies that originate from ethnic recipes from a particular country or region, some with varied styles and ingredients.

Several Specialty Cookie Varieties

• Biscotti • Lady Fingers (also known as sponge biscuits, sponge fi ngers, naples, or boudoir biscuits)

• Italian Wedding Cookies (also known as Russian tea cakes, Mexican wedding cakes, and pecan butterballs)

Enjoying Cookies

Cookies are wonderful handheld snacks, enjoyed on their own as a casual dessert or sweet treat. Th ey can be paired with ice cream, sorbet, gelato, and frozen yogurt, and they’re great on party platters. Beverages like milk, coff ee, espresso, and teas can be wonderful cookie accompaniments. IImportantmportant ttoo KKnownow

Cookie Shelf Life/Freshness

One of the ways customers determine cookie quality is how fresh they taste. You can ensure they are getting the freshest product by following your store’s fi rst-in, fi rst-out (FIFO) product rotation guidelines.

Cookie Serving Tips

Enjoy cookies at room temperature. Store at room temperature, either wrapped or covered. Cookies may be frozen.

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Exercise 3: Cookies

Directions: Answer the questions below by fi lling in the blank with the appropriate word or words.

∙ Toll House Inn ∙ oatmeal raisin ∙ first-in, first-out (FIFO) ∙ gourmet ∙ refrigerated ∙ biscotti ∙ iced cookies ∙ round treat ∙ molded cookie ∙ at room temperature ∙ little cake ∙ Hyatt

1. “Cookie” comes from a Dutch word koekje, which translates to ______.

2. ______cookies typically contain more expensive ingredients like chocolate chunks, macadamia nuts, pecans, and toffee.

3. The most popular chocolate chip cookie was first served at the ______.

4. You can ensure customers get the freshest cookies by following your store’s ______product rotation guidelines.

5. ______, also known as party cookies, are usually served with frozen desserts, like ice cream and sorbets.

6. Cookies should be stored ______.

7. ______, or twice-baked biscuits, are Italian specialty cookies.

Answer Key page 1.28

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Exercise 3: Cookies

1. “Cookie” comes from a Dutch word koekje, which translates to llittleittle ccakeake.

2. GGourmetourmet cookies typically contain more expensive ingredients like chocolate chunks, macadamia nuts, and toffee.

3. The most popular chocolate chip cookie was first served at the TTolloll HHouseouse InnInn.

4. You can ensure customers get the freshest cookies by following your store’s ffirst-in,irst-in, ffirst-outirst-out ((FIFO)FIFO) product rotation guidelines.

5. IIcedced ccookiesookies, also known as party cookies, are usually served with frozen desserts, like ice cream and sorbets.

6. Cookies should be stored aatt roomroom temperaturetemperature.

7. BBiscottiiscotti, or twice-baked biscuits, are Italian specialty cookies.