How product quality powers bakehouse chain Ferguson Plarre. 

Cakes and pastries have always been considered treats. Now though there is a taste for healthier items, less sugary confections.

“We’ve sold nothing but indulgent cakes and pastries for over 115 years and we’re still here, thriving,” says Steve Plarre, CEO of Ferguson Plarre.

“We sell ‘sometimes food’.”

“The retail food market is doing a wonderful job of providing our customers with more healthy options than they’ve ever had before. In some ways this allows truly indulgent cakes and pastries to thrive even more.”

The ‘free from’ trend has extended beyond the supermarket shelves to the local baker so innovative bakeries can still create delicious products with alternative ingredients, he says.

In Plarre’s view, even when indulgent cakes and pastries are seen as discretionary purchases, it’s possible to grow a brand.

“The beauty of truly good quality cakes and pastries is that if they’re delivered with equally good service, there will always be customers willing to part with money for that little ray of sunshine that a great cake offers,” he explains.

For Plarre, quality and great service are par for the course.

“Finding points of difference for your business are key. We ask ourselves frequently, ‘what things can we do that others find very difficult and let’s do those things really, really well’.”

“Creating barriers to entry for your competitors is very important. These can include product innovation, store ambience, culture to help get the best from your people, bespoke systems that ensure operational agility and cost minimisation,” he adds.

Plarre says that history shows sweet treats have been a constant over the years.

“I really think there is a renaissance in bakery and patisserie thanks to the likes of Masterchef and their rock-star guests like Heston Blumenthal, Adriano Zumbo and Darren Purchese. Ingredients and methods once considered elitist are now par for the course in everyday cafes and bakeries,” he says.

“This is really exciting for a brand like ours. It gives us permission to experiment with premium methods and flavours knowing that our customers have had exposure to these products and understand the value we’re offering.”

Plarre suggests franchises in this space need to be cognisant of how the business and other local outlets are performing over time and their occupancy costs.

“Getting to know your business neighbours and other brands in your space is incredibly helpful. Sometimes this even means sharing a bit of information with your competitors,” he continues.

“Information is king in an environment where the cards are stacked against the tenant due to the huge data available to many of the landlords.

“It’s also important to make sure you have accurate and reliable information about your own business. Make sure you don’t sign on to rents that are not commensurate with a conservative estimate of sales.”

Interested in a Ferguson Plarre franchise? Find out more about the brand.