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House of Dough: a new out-of-the-box thinking,Artisan
Bakery that is personal, engaging and thoughtful. It is
an advocate for real bread in the ever-growing market
that demands for new product development and product
immersive experiences.The interactive Bakery offers
a creative alternative to the everyday loaf through a
personalised bread feature. Customers download the app or
go online and can select from two hearty doughs, Organic
Stoneground, or Low-Gluten, and can unleash their inventive
taste-buds by combining two in-season British ingredients.
Without utilising their own time and effort, customers wait
patiently for 24 hours for their beautifully-made, fresh loaf
and groceries to turn up at their door…
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Theprep
The Bread and Baked Goods market has grown by 8% to £4 billion
from 2009-2014.This growth is predicted to continue to grow by
11% by 2019. [Mintel, 2014].Although threatened with the growing
popularity of home-baking and the convenience of purchasing bread
and baked goods at the supermarket. Specialist Bakeries provide 32%
of all bread distributed within the UK and according to Mintel is
predicted to experience general growth [Mintel,2014].
fig 1: authors own
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Theingredients
PRODUCT IMMERSIVE EXPERIENCE
Consumers are creating a demand for
product immersive experiences to
create better value of time spent with
a brand and product. 13% of surveyed
consumers stated experience as one
of the key brand values that stood
out to them. One way brands are
able to create experience is through
personalisation, with 64% of survey
retailers believing that their consumer
shopping experience should be more
personalised [Infosys, 2013]. Offering
an interactive experience to customers
presentsArtisan Bakeries with a key
opportunity, yet no known Bakeries
offer a personalised product experience
to the public without prior consultation.
Despite this, 76% of surveyed
consumers from primary research
said that they would be interested in
purchasing personalised Bread.
NEW PRODUCT DEVELOPMENT
In addition, consumers want
to be offered food that is new.
82% of respondents from
primary research would consider
purchasing Baked goods that
are innovative and provide a fun
variety of flavours.The Bakery
market is overcrowded with
traditional Bakeries offering
classic selections of bread and
baked goods, whilst some
Bakeries such as Gail’s Bakery
are beginning to offer twists
on traditional baked goods.
The majority of Bakeries do
not offer baked goods that are
considerably new. Developing
new products that Supermarkets
will find difficult to replicate
would give a Bakery a key
competitive advantage.
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TheMETHOD
The demand for product immersive experience, new product
development and the growing specialist sector indicates a
window of opportunity for a uniqueArtisan Bakery to launch
onto the market and capitalise from the growth.
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TheRECIPE
House of Dough is a newArtisan Bakery that offers an
online service in which customers can personalise a choice
of two breads: Stoneground and Low-Gluten with two in-
season British ingredients.There aims to be a main flagship
Bakery that also sells a variety of interesting and creative
baked goods, breakfasts and lunches for local residents and
visitors.The Bakery revolves around engaging customers
in the creative process ofArtisan bread and offering a new
product experience that no Bakery yet offers.
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VISION
MISSION
To be pioneers of creativity in real Artisan bread
Delivering the message of the benefits of real Artisan bread by celebrating its heritage and
ingredients. Communicating the importance of great food, community and being unique.
Brandessence
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House of Dough fulfils a gap in the market as a creative and engagingArtisan Bakery.The
main competition in London is Gail’s Bakery who distribute traditional Artisan breads on a
large scale.
Thecompetitors
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product
ONLINE
House of Dough is an online shop which sells Artisan breads, cheeses and condiments.Two
types of breads can be personalised: Organic Stoneground and Low-Gluten, that can be
customised with two in-season British fruits, vegetables, herbs and nuts.The ingredients
on offer will be dependant on the season and its availability. For an additional cost further
ingredients can be added.
To add value to each sale, customers will also be offered a variety ofArtisan cheeses,
condiments and in-house baked items such as, assorted pastries, muffins, and cakes.
BAKEHOUSE
The flagship Bakery will offer a variety of breads and other assorted baked goods, breakfast
and lunch options. Each month will offer a new bread that includes seasonal British
ingredients.The breakfast and lunch options will also be inspired by in-season ingredients.
WHOLESALE
House of Dough will offer bespoke services to food business’s such as, restaurants, cafes and
street-food places whom want to offer something unique to their customers.The service will
be flexible in comparison to what is offered online and will only be sold in bulk.
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placeThe products will be sold online, through an app, in-store and distributed via wholesale.
The Bakehouse aims to be in a main affluent London area such as, South Kensington,Angel
or Sevenoaks, that is easily accessible for local residents, commuters and visitors.The
precise location will be dependant on availability of commercial space and rent prices.The
Bakehouse will need to be a minimum of 1500 sqft to accommodate for the commercial
kitchen and flagship Bakery.The aim is to initially have all products baked, packed, sold and
delivered from one location.
fig 3: website prototype
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sizeofprize
House of Dough aims to promote the benefits of real Artisan bread and the time and skill
that goes into making a single loaf. Customers should experience a sense of fun, creativity
and love of good quality food through all channels of promotion. House of Dough aims to
use social media platforms as a mandatory way to communicate with customers. Regular
competitions, and pop-up shops at food festivals and markets will also take place.The pop-
up shop will sell do-it-yourself gourmet sandwiches and whole fresh loaves of bread.
promotion
House of dough has a predicted sales volume of 553,320 in year one.The potential turnover
for the first year is £37,079.This is due to the low cost and high profit margins of approxi-
mately 65% per product. The sales volume is expected to grow by 10% per year resulting in
a potential net profit of £350,250 in year 3.This demonstrates a feasible opportunity in the
market with considerable possibilities for growth.
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REFERENCES
Mintel, (2014). Bread and Baked Goods - UK - September 2014. [online]Available at:
http://academic.mintel.com/display/679574/ [Accessed 5 Feb. 2015].
Mintel, (2015). Specialist Food and Drink Retailers - UK - March 2015. [online]Available
at: http://academic.mintel.com/display/715843/ [Accessed 26Apr. 2015].
sustain.org, (2015). Real Bread Campaign. [online]Available at: http://www.sustainweb.
org/realbread/ [Accessed 28Apr. 2015].
IMAGES
front cover : signroomcornwall, (2013), levain [ONLINE].Available at: http://www.design-
roomcornwall.com [Accessed 03 May 15] edited by author
FIG1: michiganbread, (2013), levain [ONLINE].Available at: http://michiganbread.com/
wp-content/uploads/2013/03/Levain.jpg [Accessed 03 May 15]. edited by author
FIG 2: thelittleloaf, (2012), levain [ONLINE].Available at: http://www.thelittleloaf.
com/2012/10/18/simplewholemealloaf/ [Accessed 03 May 15]. edited by author
FIG 3:AUTHORS OWN
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