10 tips to increase the average spend in the pastry sector

Capturing local or visiting customers is already a challenge for which we have already suggested some ideas , but once they have entered your store, the second challenge is to make them dream, to give them a nice and memorable shopping experience and to make them want to succumb to your creations and increase their average basket.

This sales metric represents the average amount spent per customer per transaction. To calculate it, simply divide total revenue by the number of sales. It's a key indicator of financial health : an increase in the average spend can improve profitability without necessarily increasing customer traffic.

So what levers can you use to increase the amount your customers spend in your pastry shop? How is the customer influenced in their decision to buy more or better?

Here are some points to consider in this article, and 10 tips to increase the average purchase amount in your pastry shop.

Customer types

To begin, a quick introduction to consumer psychology: when a person walks through the doors of your pastry shop, their purchasing behavior is influenced by a combination of rational and emotional factors.

The rational customer

This type of customer is guided by functional considerations such as product quality, price, and convenience . They look for fresh, delicious pastries at a fair price and appreciate a clear presentation of offers. Attractive promotions and detailed ingredient information can positively influence their purchasing decision. For example, offering a discount on certain items at the end of the day to reduce unsold stock can boost sales among these customers.

The emotional customer

For this customer, buying pastries is first and foremost a sensory and hedonistic experience . He is attracted by the aesthetics of the products, a pretty presentation, the warm atmosphere of the place, cozy lighting, or by the reputation of the shop or the pastry chef.
Sensory marketing techniques, such as enticing aromas, original or chic presentation, and elegant decoration, create desire and encourage impulse purchases. Creating a pleasant atmosphere can enhance this experience: it's the " comfort food " aspect, which makes you feel good.

Why do we go into a pastry shop?

Understanding the motivations of prospects and customers allows you to implement effective strategies to increase the average order value. When someone enters your pastry shop, their intentions can be varied: it's up to you to identify what theirs are.

1. Pleasure and indulgence buying. Triggering factors: a beautiful window display, an enticing smell, a sudden craving.

2. A specific desire : some customers come with a precise idea in mind: to buy a fruit tart, a birthday cake, or macarons. Triggering factors: a shopping habit, a request from a loved one, a recommendation.

3. A special occasion : a birthday, a dinner with friends, a family or religious celebration, or any moment to celebrate that calls for a more elaborate dessert. Triggering factors: a party, an invitation, a tradition.

4. On-site consumption : In pastry shops with a dedicated seating area, some customers come for a coffee and a pastry, sometimes to work or chat. Triggering factors: a need for a break, a meeting, a moment of relaxation.

5. Routine purchase : Some customers regularly buy pastries for breakfast or specialty breads. They have a well-established buying habit. Triggering factors: habit, geographical proximity, a regular need.

6. Discovering a new product : A customer may be attracted by a new or seasonal creation showcased in a shop window or via social media. Curiosity plays a key role. Triggering factors: product innovation, effective communication, a recommendation.

7. A gift idea : some bakeries offer boxes of chocolates, assortments of cookies, or gourmet gifts. Triggering factors: a birthday, a visit to relatives, a thoughtful gesture.

8. A promotion or special offer : a discount, a "buy one get one free" offer, or a breakfast deal can motivate a visit to the store. Triggering factors: clear signage, a message on social media, a limited-time offer.

9. Opportunistic browsing : some customers enter because they are passing by the shop and are attracted by the window display or the overall atmosphere. Triggering factors: product display, an attractive window display, a good location.

10. A professional need : Companies or professionals may purchase pastries for internal events, trays of petits fours for a meeting, or as a client gift. Triggering factors: a specific order, a relationship of trust with the pastry shop, an event requirement.

Depending on the initial need, techniques to increase the average basket vary: it is up to you to identify the reason for the visit in order to offer the complementary offer.

10 tips to increase the average spend in the pastry sector

To meet the expectations of these two profiles and increase the average basket size, here are some effective merchandising techniques:

1. Offer limited-time deals

Creating short-term special offers encourages impulse purchases. For example, a "buy one get 30% off the second" promotion or a special holiday offer. Or a specific offer every Wednesday to create repeat business and lasting habits for your customers.

2. Emphasize cross-selling

Suggest a complementary product at the time of purchase: offer a macaron with a coffee, a bag of homemade biscuits with a cake, or a box of chocolates with a Christmas log.

3. Utilize upselling

Encouraging the purchase of a premium version of a product. For example, in the pastry category, a classic croissant at €1.20, a croissant made with PDO butter at €1.50. The idea is to highlight the difference to convince the customer to make a more elaborate, more "premium" choice.

4. Create packaged offers

Offering bundled deals: "1 tartlet + 1 coffee = €5" or "Afternoon tea menu: hot or cold drink + pastry". This encourages a larger purchase than planned.

5. Place impulse items in the checkout

Having mini treats (chocolates, biscuits, small bags of candy) available at the checkout encourages spontaneous purchases before paying.

6. Leverage seasonality and events

Create limited editions based on seasons and holidays: galettes des rois (king cakes), Easter chocolates, Christmas logs, etc., available in limited quantities. This encourages customers to buy before the end of the period to avoid missing out. This well-known marketing technique triggers #FOMO ("Fear Of Missing Out") in consumers.

7. Encourage purchases with a minimum order to qualify for a benefit

Implement a discount or bonus starting from a certain amount: "From €20 purchase, a free cookie", or "From €30, -10% on the next order".

8. Train staff in sales suggestion

Encourage salespeople to offer a suitable recommendation: "This cake goes well with this drink", "If you are a chocolate fan, I recommend you try our candies/cookies..." or "Would you like a pretty gift box?".
Some ideas at the end of the article about coaching companies ↓

9. Offer subscriptions or loyalty cards

Implement a loyalty program that encourages repeat purchases: a card with a free pastry after 10 purchases, a personalized discount based on previous purchases, or a subscription for a weekly afternoon snack.

• Free product : Offer your customers a free product after 10 purchases over €10, for example. Simply use personalized stamp cards to do this. This loyalty tool has been around for a while, but its popularity remains strong. It encourages higher spending per visit.

• 10% loyalty bonus Each time a customer makes a purchase, note the amount on their card. After five purchases, total their spending and offer them a 10% discount on their next purchase. This helps build customer loyalty and encourages higher spending per visit.

• Snack subscription Subscriptions are the best way to engage and retain your customers. For example, offer a "Sweet Treat" subscription, payable in advance, where children can choose a pastry, a viennoiserie, and a drink simply by presenting their subscription card.

10. Facilitate on-site consumption to lengthen the visit

If your premises allow, set up a tea/coffee area with a counter or even seating. Customers will stay longer, spend more, and be more inclined to order additional products.

Do you want to go further with your teams?

Why not use a training organization or coaches who will help you transform your teams into seasoned salespeople?

Some examples:

• Mets Conseils : a company founded by Géraldine Porcher specializing in the bakery and pastry sector, Qualiopi certified. Training courses may be partially funded by your training provider - https://www.metsconseils.com/

• LVJ Conseils, founded by Laetitia Jallay (see her LinkedIn profile) , offers customized training programs designed to strengthen sales skills.

You have all the techniques at your disposal to improve your revenue/number of visits ratio; it's up to you and your teams to find the right levers to boost your business!