Re-vamped bakery at M&S
him! recently visited the new in-store bakery at the High Street Kensington M&S. Although the bakery itself isn’t new, it has been re-vamped with a new look, new types of bread and now includes fresh dough baked in store.
- Sales are up on their in-store bakery by 27% y-o-y
- No significant decrease in pre-packaged bakery
- Store staff say the smells and larger range of bakery goods bring in new customers, a lot of people seem to like the option of having their choice of loaf sliced
- The bakery staff say that they’re busiest on weekends from around 3pm onwards - whereas weekdays see a lunchtime rush. Perhaps surprisingly, (according to staff) breakfast was not one of the busier periods for the in store bakery.
M&S will be studying what does and doesn’t work at the Kensington branch and 13 other stores between now and Christmas, and then look to role out the new initatives in future stores.
Shopper insights from him!'s latest Supermarket Tracking Programme will be available in late November 2011.
Contact Natalie.button@him.uk.com for more details.
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