Baking Up Business

Product innovation plays a crucial role in keeping a firm relevant to its target market and allowing the firm to continually create and deliver value to its customers. The needs, wants, and interests of customers often change over time, so product innovation becomes the key to long-term customer satisfaction. Offering new products or repositioning existing products also keeps current customers hooked to the firm and maintains loyalty.

But what if the firm is a bakery? Product innovation is rarely seen in most bakeries; after all, most customers enjoy their favourite childhood treats and flavours that are familiar to them the best. Bakeries will, of course, offer their own take on classics such as fudge brownies and lemon tarts, but “new-to-the-world” baked goods are not easily produced or seen.

 Here is where the latest “it” factor bakery comes in: Bonchaz Bakery Café in Downtown Vancouver (on W Hastings St. between Richards and Homer St.). In addition to their regular café menu that offers coffee, soup, and sandwiches, they serve up a “new-to-the-world” product: the Bonchaz.

The Bonchaz is a delicious marriage between a Mexican concha, a French brioche, and a Chinese pineapple bun with filling. This soft, light pastry combines the cookie-like shell of the concha, the mouthfeel of brioche, and the concept of a filled pineapple bun into one. Available in five flavours and fillings, each bun costs less than $2. The location of the bakery is ideal too; SFU students and other downtown commuters are always drooling right outside.

Another remarkable aspect to Bonchaz Bakery Café is their primary means of promotion. The bakery’s website is their frequently updated Facebook page, and Bonchaz is also active on Twitter. Using this form of communication is uncommon for a small bakery with only one location, but they have been successful in using it to their advantage. Their booths offering free samples at a variety of local destinations, such as EAT! Vancouver 2010, the Coquitlam Farmer’s Market, Lonsdale Quay, and the Chinese New Year Celebration at Dr. Sun Yat Sen Garden have also helped establish followers and fans all over Metro Vancouver. 

Is there the possibility for Bonchaz, a first mover, to be overtaken by a second mover? It is possible, but in my opinion, the prospect seems unlikely. I believe Bonchaz will follow in the footsteps of Japadog and Beard Papa’s – firms that offer food products so unique and distinctive to that firm that all imitations would be perceived as inferior. However, even though Bonchaz has been creating buzz over the past year, the opportunity still exists for a new bakery with an even fresher “it” factor to open up shop right around the corner.