Opinion

The winner is...Asda


By Karl McKeever | 06.09.18

Baking Industry Awards 2018

Solid, reliable but rarely exciting, the bakery department is often found languishing at the back of the store, the last place you’d expect to find any kind of culinary fireworks. But that could all be changing. The efforts of some of the major multiples are not only sparking taste buds, but also the judges’ interest at the 2018 British Bakery Awards. Visual Thinking founder Karl McKeever once again joined the judging panel to decide who would be awarded the coveted title of ‘Supermarket Bakery Business of the Year’.

Winners ASDA have taken a ‘back to basics’ approach with their bakery strategy and instore execution. Avoiding the more obvious temptation of developing a new bakery concept, they’ve rolled up their sleeves and reviewed and improved everything about their current ways of working and instore delivery.

Asda named ‘Supermarket Bakery Business of the Year’ 2018.

This means relevant, meaningful new product development and improvements to scheduling so shoppers can now purchase fresh, warm bread throughout the day. The retailer has also introduced new POS and revamped its merchandising and packaging. It’s a pragmatic delivery and is a good best practice illustration of implementing improvements at scale on a limited, realistic budget.

The whole process has also been a shining example of synergy, bringing together expertise across the whole category, in production, sourcing, marketing and implementation, to drive the changes through. It’s a textbook turnaround case study with all the right ingredients for an effective, scalable rollout model that maximises ROI. Better baking, better products and better presentation to the customer – what’s not to love?

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