How to maximise pastry sales throughout the day

Danish pastries offer big revenue potential. Research tells us that 21% of consumers purchase a delicious Danish pastry every week, with the same number of people buying one fortnightly¹. But how can operators maximise the popularity of Danish pastries to positively influence their bottom line?

With consumers buying Danish pastries over all dayparts, there are multiple occasions on which to market your bakery range and encourage sales. Think breakfast, lunch, dinner and snack time – not forgetting culturally important occasions such as Mother’s Day and birthdays. Every occasion is a Danish pastry occasion…here is how to make the most of the opportunity.

Breakfast service

Danish pastries are a breakfast staple and breakfast meal deals are increasingly popular in the retail environment. Commuter levels are growing, with the new norm of at least three days in the office and only 14% working exclusively from home² driving on-the-go purchases. With more than half (52%) of people most likely to purchase a Danish pastry at breakfast¹, operators located near public transport hotspots, close to offices and on high streets should take inspiration from their retail counterparts. Develop a breakfast bundle with a delicious Danish pastry, fresh orange juice and a granola bowl, for example, to set workers up for the day and make the most of this growing trend.

All hour’s potential

Beyond this, almost half (42%) of consumers enjoy a Danish pastry as a mid-morning snack¹. In addition, more than two thirds (72%) say they would be tempted to buy a pastry with a hot drink¹, so why not trade off the popularity of the latter and bundle the two together? Consider creating a hot drink and Danish pastry pairing board to make it easy for consumers to choose.

Danish pastries might not be an obvious lunch option, but a fifth (20%) purchase them for this eating occasion¹, so operators should not dismiss it. Danish pastries can be a main lunch option for those wanting a less traditional mealtime, or a sweet treat to add to their order, potentially as a takeaway afternoon-snack. There really is a pastry for every moment!

Cultural moments

Despite consumers still feeling the financial pinch, there is the desire to spend on occasions that improve mood and quality of life – and Danish pastries are perfectly placed to serve this need. This is even more the case when it comes to cultural moments such as Mother’s Day and birthdays, when treating comes into its own – and 66% of consumers consider Danish pastries to be a treat¹.

Operators can use these occasions to increase frequency of purchase by positioning Danish pastries as the ultimate sweet treat, either as a ‘me moment’ or gifting opportunity. Why not create bespoke bundles filled with delicious Danish pastries from our Schulstad Bakery Solutions’ Signature Fruit Danish Selection? Each of the three Danish pastries in this range feature visible fruit pieces, a sign of quality coveted by 69% of consumers³. Occasion-led treat moments deserve the best.

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Sources:
¹ Opeepl research, Lantmännen Unibake, October 2024
² Statista.com – Working Location Trends in Britain June 2024
³ Schulstad Bakery Solutions Signature Fruit Danish consumer research, May 2024