As c-stores enhance their coffee and foodservice programs, operators look to fresh bakery to complete the package.
To achieve quality fresh bakery products in its stores, Rutter’s Farm Stores bakes at the store level in 40 of its 56 stores. The Pennsylvania chain, known for its extensive foodservice offerings, began baking sub rolls from frozen dough nearly five years ago for its deli sandwich line. Store foodservice departments are equipped with convection ovens and a dedicated foodservice team to manage the restaurants, so in-store baking became a natural complement to Rutter’s food and coffee offerings. Along with five varieties of sub rolls, the c-stores bake ciabatta bread, cookies, muffins, Stromboli and recently added a new line of biscuits.
Executing bakery successfully in a c-store takes a commitment to training, not only in production and handling of the products, but also in sales and merchandising. The biggest challenge is training associates that stales are a necessary part of fresh bakery. It is better to throw out a bakery product than to sell a less-than-fresh one.
A variety of fresh bakery products displayed in a well-stocked showcase offers the kind of visual appeal customers can’t resist. Bakery is an impulse purchase more than any other food category, and should be positioned accordingly in the retail area.
facilities to help deliver that promise.”