Choice is great, but too much choice causes procrastination, pondering, and ultimately, delay. Obversely, too little choice evokes interest deficiency and can make the customer buy their daily loaf elsewhere.There are many types of customers with different tastes, moods, cultures and money to spend, and it’s important to work out what the market wants and how much Bread you can sell, and at what price.

Know your market, and choose your audience wisely. The type of bread people will buy depends on the characteristics of those who will potentially shop in your store. Keep the romance out of it.However much you love your pumpernickel, it doesn’t necessarily mean that everyone does. If you’re in an area where everyone eats Rugbrød, there’s no point stacking the shelves with yufka.

Be different. Bread doesn’t have to be boring or predictable. Break the mould. Change the look. Make it like nobody has ever made it, if you want to get people’s attention. Capture human emotions using a homely, warm, fresh, aroma wafting across the customers path. Even if you decide to sell exactly the same bread, but in a slightly different way, the experience can potentially enrich the daily experience of those who purchase it.

One man’s meat is another man’s Tofu, and in the same way, one lady’s roti is often another woman’s pitta bread. Always be aware of culture differences, and be careful to localize terminology, language and sensitivities. If the locals eat focaccia on Sundays, make sure it’s available for them, as long as it’s cost effective to do so.

Always make sure the options you offer relate to the market. Whether you are selling crêpe, crisp bread, crumpets or croutons, always remember to make it fun, fresh and interesting, and the sales will surely follow.

If you’d like more advice about bread, brand identity or regional and geospatial targetting, contact the guys at UKDK at the following address and we’d be glad to help:

e-mail: [email protected]

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