Driven by indulgence, consumers are paying more for Prairie City’s quality
Industry studies clearly point to two emerging trends when it comes to snacking. Consumers seek indulgent snacks and are willing pay more for a premium product. This market condition has resulted in steady growth at Prairie City Bakery, as micro market operators are enjoying strong sales of its perfectly positioned products, with its Down Home Cookies leading the way.
Award-winning offerings
Prairie City Bakery’s extensive product line has won multiple awards from top trade journals as well as the American Tasting Institute. Micro market operators can “wow” their customers with Ooey Gooey Butter Cakes, Down Home Cookies, Ooey Gooey Lava Cakes as well as several other premium quality snack offerings such as Down Home Delights and Walkin’ Wafel Drizzled Delights.
“Wow” – a one-word mission statement
“Wow” is the optimum word at Prairie City Bakery – a one-word mission statement. Marketing manager Alex DeBack explained the mission statement. “It isn’t a long mission statement, but it’s what we strive to do – create products consumers that will make consumers say, "Wow, that was good." It’s a goal the company’s founder initiated, and it's something we've kept going because it sets us apart.”
Right on trend
“The strong desire for indulgent snacks – I’m sure it developed during the pandemic, truly has positioned us with a product line that is right on trend,” DeBack said. “We're seeing an increase in indulgent snacking right alongside the increase in healthy snacking. There's not much of a middle ground there. People are wanting indulgent snacks more and more. They're wanting that reward, but at the same time, they want quality.”
Outstanding margins
Marketing director Chip Potter said that Prairie City Bakery has gotten the attention of micro market operators, who are realizing that, for many reasons, Prairie City Bakery products can be positioned as a premium product, resulting in outstanding margins. “We're getting great feedback from micro market and pantry operators because they see the connection of our products - how they look, how they're packaged, and how they are perceived by customers – as high-end quality.”
Something different
“Operators are looking for something different, something that really makes that break area a destination, something that they can bring to those customers – a special treat that's out of the ordinary – something they've never seen before,” Potter said. “Our products can help solidify an operator's presence with their clients, who appreciate that they're bringing some special indulgent treats to their refreshment program.”
Premium convenience
“Premium convenience is something we've always talked about – making the pantry or the micro market a place that people are excited to go visit because there's really an indulgent treat waiting for them. It may be a little out of the ordinary or it may be something that is really indulgent that they feel they deserve, and they know I can get it at the pantry downstairs or at the micro market,” Potter explained. “Our products help make the breakroom a destination.”
Packaging is key
Potter points to product packaging as a big reason for the success of Prairie City Bakery products. “Ultimately, flavor and freshness are the most important thing, but our packaging helps drive our sales,” he said. “When you look at the package of the Ooey Gooey, you can see the treat inside, and it really is an indulgent treat. There's great intrigue and trial associated with it. When you take a bite, you get hit with such a sweet, indulgent taste, that it becomes one of those must-have items.”
The packaging is especially impactful in the case of the Down Home Cookies. They have a “just baked” look and feel, like Mom just wrapped them up and put them in your lunchbox.
Down-home goodness
Because Down Home Cookies are “free baked,” they are not perfectly uniform in size. “Each one is a little different. We want to make sure that when our products are on the shelf, they look like they just came out of the kitchen. Our process involves special care and more effort, but along with the incredible flavors, the look and feel is a big reason why the Down Home Cookies are taking off in micro markets,” Potter said.
“They are not your standard commercial cookies in a two pack. They're soft, indulgent, substantial in size, made with real butter, zero trans-fat, freshly baked, with huge chunks of chocolate or other premium add-ins. You can see the huge chunks of chocolate through the wrapper,” he said.
The Down Home Cookies are available in Cookies & Cream, Chocolatey Chunk, Mmm…Candy, Oatmeal Raisin, Peanut Butter and White Macadamia Nut. “There is plenty of opportunity to continuously provide a different mix of Down Home Cookies in a micro market to keep your customers engaged,” Potter suggested.
Samples – “Beyond aggressive”
Prairie City Bakery keeps a full line of samples on hand, ready to send to operators. “We are beyond aggressive when it comes to sending out samples,” Potter said. “It’s dangerous having all of these incredible products so close to my desk, so just ask. We get many requests daily, and we turn those requests around promptly to ensure that our customers experience our outstanding service and have the chance to taste our products in their freshest state.”
For more information about Prairie City Bakery products or to request samples, contact Prairie City Bakery at (800) 338-5122 or [email protected].
ABOUT THE AUTHOR
Bob Tullio is a content specialist, speaker, sales trainer and business columnist who advises entrepreneurs on how to build a successful business from the ground up. He also specializes in helping suppliers connect with operators in the convenience services industry – coffee service, vending, micro markets and pantry service specifically.
Tullio delivers this promise to any company that hires him for a 30-minute or 1-hour Zoom call: "That short session will elevate the performance of your sales team.”
Tullio can be reached at [email protected] or 818 261-1758.
Bob Tullio
Bob Tullio is a content specialist, speaker, sales trainer, consultant and contributing editor of Automatic Merchandiser and VendingMarketWatch.com. He advises entrepreneurs on how to build a successful business from the ground up. He specializes in helping suppliers connect with operators in the convenience services industry — coffee service, vending, micro markets and pantry service specifically. He can be reached at 818-261-1758 and [email protected]. Tullio welcomes your feedback.
Subscribe to Automatic Merchandiser’s new podcast, Vending & OCS Nation, which Tullio hosts. Each episode is designed to make your business more profitable.
