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Bakers Delight is Australia’s most successful bakery franchise and can be found in more than 540 locations across Australia and New Zealand. As a family owned business, Bakers Delight prides itself on supporting small local family businesses in providing their local communities with delicious and nutritious bread, freshly baked each and every day.
Franchise - Bakery
Australia and New Zealand
Bakers Delight needed to increase the use of local marketing in the network
Franchisees who previously never executed local marketing are creating collateral easily within Outfit; strengthening their business, building community presence, driving sales and all whilst protecting the Bakers Delight brand.
As a result of the changing marketing landscape and the increased expectations of franchisees, the incumbent, print-oriented, local marketing production system needed to be updated.
The existing platform was difficult to use - particularly for one of the most vital POS elements, basket labels; it was not possible to extract data from the system to demonstrate an ROI; and marketing channels like social and digital weren’t supported within the platform.
The incumbent system meant the franchise network were requesting more than 1800 custom scope artworks a year from the corporate local marketing team, there were franchisees not executing local marketing and there were high quantities of off-brand collateral.
The local marketing team were spending all their time producing artwork instead of planning and operationalising local marketing with individual franchisees to improve sales and community connection and awareness. The lack of data available from the incumbent system as well as the fast turnaround required for individual artwork requests also meant it was difficult to forecast workload.
increase in documents created
decrease in custom artwork requests
Bakers Delight required the new local marketing solution to deliver:
The templates within Outfit allow ease of use for franchisees to produce local marketing collateral, and ease of use for admins to quickly deliver new promotions.
Outfit empowers Bakers Delight franchisees to produce content, customise it to their store and community and render their own marketing materials with no branding concerns or bottlenecks.
The sentiment within the network for local marketing is so much more positive now. The ease of use and immediacy of creating their own artwork for our franchisees is very powerful. Outfit has changed the way franchisees approach local marketing.
Bakers Delight have seen an immediate uplift in the volume of local marketing being created and used, exceeding their target of a 30% uplift in exports month on month.
At the same time, the volume of bespoke artwork requests is down almost 60%. This allows the corporate local marketing team to spend more time with franchisees, value adding to franchisees’ local marketing strategies and tactics.
More franchisees are using the system than ever used the previous system, or made bespoke artwork requests. Across the network, there is increased use of local marketing and increased positive sentiment from franchisees about the ease of use of the platform.
Because Outfit empowers franchisees within Bakers Delight to create their own local marketing it is impacting relationships positively and creating opportunities for new and innovative solutions to be crafted to grow sales and support franchisees.