Social media impacts consumer habits

by Beth Day
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Access to digital food is changing how people plan meals and shop for products and ingredients. Interaction with food on mobile devices encourages new ways of discovering, sharing and organizing food ideas, menus and recipes, according to the Hartman Group. Consumers can search their collections of “digital cuisine” to decide what to prepare and eat for meals and snacks, instead of compiling a traditional grocery store list. 

ACE Bakery uses Facebook, Instagram and Pinterest to engage with fans and share tempting recipe photography and video content with maximum appetite appeal.

 “We have wonderful recipes available on our website and provide pairing suggestions with different breads,” said Sophia Rouleau, marketing and communications manager, ACE Bakery. “We also provide tips and tricks that showcase how to use ACE breads in unique and creative ways — ‘thinking outside the bread box.’ ”

Dave’s Killer Bread, now owned by Flowers Foods, Thomasville, GA, is increasing distribution to help make its products available in more locations. As the brand enters new markets, the company will use social media to grow its fan base.

“The No. 1 one question we get on social media is, ‘Where can I find your bread?’ ” said Michelle Hunt, vice-president of marketing, Dave's Killer Bread. “We’re creating content that introduces new fans to the brand basics while still satisfying our loyal BreadHead fans who come to us looking for something fresh and new.”

Dynamic digital images of bakery products, mobile apps to place orders, self-service fulfillment options and online promotions and coupon offerings can generate buzz about products, according to information from the International Dairy-Deli-Bakery Association. These techniques are recommended for retail and instore bakeries, but they are also relevant for wholesale bakers.

“ACE Bakery has partnered with mobile suppliers such as Checkout 51 to offer easy-to-redeem coupons and discounts, giving our fans a small reward and reminder while they browse the internet for that evening’s dinner plans,” Ms. Rouleau said.

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