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

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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 © 2013 International Dairy•Deli•Bakery Association™ 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 infor- mation. 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. © 2013 International Dairy•Deli•Bakery Association™ i In-Store Bakery Product Knowledge 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. ii © 2013 International Dairy•Deli•Bakery Association™ About Th is Series 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 © 2013 International Dairy•Deli•Bakery Association™ iii In-Store Bakery Product Knowledge This page intentionally left blank. iv © 2013 International Dairy•Deli•Bakery Association™ Course 1: In-Store Bakery, Cakes, Icing, & Cookies As a retail professional working in a supermarket bak- ery, 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 © 2013 International Dairy•Deli•Bakery Association™ 1.5 In-Store Bakery Product Knowledge 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, con- venient 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 combina- tions 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.
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