Sweet Success: How to Maximise Pastry Sales This Festive Season

Christmas is a time to indulge and treat oneself (as well as others) but unlike last year, value for money will not be a priority for 68% of consumers¹. Instead, research shows that consumers will be seeking a high-quality offering when eating and drinking out of home this festive season.

This presents an opportunity for operators to tap into the consumer propensity to spend more to satisfy their desire for shared experiences and something extra special. Pastries are perfect for this. Here are our tips on how to maximise the potential of your pastry offering to drive sales this Christmas.

Premium Flavours

In the run up to Christmas, consumers are looking beyond the everyday for an elevated eating experience, giving operators the opportunity to upsell to their customers.

When it comes to pastries specifically, recent research showed that 69% of consumers would be more likely to buy a Danish pastry with visible fruit pieces thanks to the visual appeal (46%), flavour (32%) and enhanced quality (25%) that the visible fruit pieces provide². Our Signature Fruit Danish Selection has been developed with this in mind and features winter-inspired flavours such as Morello Cherry & Almond Bakewell, Apple & Cinnamon Custard and Rhubarb, Madagascan Vanilla Custard & Meringue – ideal for the festive season. Furthermore, with 12 pastries in each case, operators can offer their customers variety and enjoy the opportunity to expand their offering this festive season.

Optimise Product Displays

The way you present your products in your outlet can significantly influence purchasing decisions. Creating inviting, eye-catching displays that highlight your offering and signpost key selling points such as ‘freshly baked’ will not only help to attract customers but also add to their overall experience. In fact, our latest research revealed that for 58% of consumers³, knowing that pastries were freshly baked in store would encourage them to purchase, and 69%⁴ would be tempted to buy a delicious pastry with a hot drink, so consider bundles, too.

It’s also important to remember that most consumers like to feel Christmassy whether they celebrate the occasion or not, so heighten the experience by creating appropriate displays to entice people through the door. At the same time, consider what smells might attract people in – the scent of a freshly baked pastry tends to work wonders! The Apple & Cinnamon Custard Square from our Signature Fruit Danish Selection is sure to put your customers in the festive spirit, thanks to the warm and woody smell of the Cinnamon, a Christmas favourite.

Spread the Word

Driving sales starts before customers even come into your outlet, and harnessing the power of social media to showcase your offering will generate buzz and attract footfall; social media hype is instrumental in influencing product discovery and engagement. Platforms such as TikTok, which has a predominantly Gen Z audience, foster a culture of exploration and creativity, helping to draw in a wider audience who may not otherwise be reached.

Maximise content on hyper visual Instagram, sharing mouth-watering images of your products and beautifully curated photos of your décor, and consider offering exclusive deals to be redeemed when diners come in. Create a #HolidayHashtag and ask customers to share their own experiences alongside running a simple like and share competition to boost engagement. This not only broadens your reach but also fosters a sense of community.