From the Bakery Project Team Researching the Joy of Cake

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From the Bakery Project Team: Researching the Joy of Cake

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From the Bakery Project Team: Researching the Joy of Cake

Hello from London! BUA 474’s projects are getting underway. A marketing research project for Konditor, a London cake bakery, was kicked off as one of our three groups headed to the Konditor original store location and office. Tom, their operations and marketing manager, and an employee for almost 10 years, led us through their mothership store, showed us the kitchen, gave us some sweet treats to go, and then provided us with insight on the origins and backbone of their thriving dessert business. Founded in 1993, Konditor is best known as a high-quality birthday cake provider. They currently have four active shops in London and have widened their influence to online retail after the pandemic, diversifying their business even further.

The backbone of their business is rooted in their value for joy. They make an effort to plan fun and festive events for the community, treat their employees like co-owners, and search for different ways to bring customers in, aside from the necessity of needing a cake for an event. The positive branding for this company is what encourages consumer loyalty and their overall success.

Whitman’s Konditor group will focus on surveying the company’s very large active Cake Club subscriber base on a wide variety of topics to learn why and how they shop Konditor. We hope that our survey will accumulate enough data to determine areas of improvement and opportunities for change for this beloved business, and if possible, make this company even sweeter!

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