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    Lund's Bakery Puts 'Icing on the Cake' with New Online Ordering Software

    Complete store rebuild gets digital boost so customers can 'order from anywhere'

    By Dewey Wahlin, DecoPac

    Lund Food Holdings Inc. operates 28 Lunds, Byerly’s and Rainbow grocery stores across Minnesota focused on delivering extraordinary food items, exceptional value and outstanding experience. Now on its third generation of family ownership, the company believes in giving customers the same personal attention and experience they would want for their own families.

    With high-end touches like carpeted aisles, traditional butchers and FoodE Experts on hand to answer questions, each store operates above the competition in many ways. So, it’s no surprise that Lund Food Holdings continually looks to make the shopping experience better and easier for customers.

    One key attraction for Lunds and Byerly’s customers are the extraordinary bakeries, full of designer sweets and artisan breads. Pastry chefs must complete an apprentice program and are individually trained by a master pastry chef. And this devotion to the work allows the company to offer unique handcrafted pastries, specialty cakes, gourmet cupcakes and cookies that customers (literally) eat up.

    As Lund Food Holdings was rebuilding its Edina, Minn., Byerly’s store to create a new store concept, one of the focus areas was on improving the bakery department. Susan Stillman, bakery category specialist for Lund Food Holdings said, “It’s important for us to stay ahead of the customer to ensure they have an amazing experience, and part of that requires making more investments into the bakery category – technology, design, fixtures – it’s all part of the mix.”

    Part of that investment meant implementing omni-channel ordering and reporting software from DecoPac that was unlike any other offering on the market.  “The Magic of Cakes” software addressed four key business improvement areas important to all grocers:

    1. Reducing the customer effort with “order from anywhere” tools

    Anyone that has ever had to order a pink princess cake with a white pony, rainbow balloons and chocolate sprinkles knows…picking out and ordering the perfect cake can be a lot harder than it looks. Cake decoration binders are usually limited and customers don’t want to be rushed through the process at the counter.

    “We’re seeing a lot of moms with specific requests for birthday parties, triggered by the popularity of all the animated kid’s movies, that get really excited about the in-store ordering kiosk,” said Stillman. “Being able to visually see and scroll through all the cake options either at Lunds or Byerly’s, from home on a smartphone or even during half-time at the kids’ after-school sports event on a tablet, has been a big improvement for moms with a million other to-dos on their lists. And we love that we can give them a better experience.”

    By allowing customers to order cakes in any number of ways (online, via a mobile device or in-store via a kiosk, during or after bakery hours) Byerly’s can reduce the customer effort. This allows customers to order on their own time without standing in a line at the store, use their preferred device and have access to all the latest design options and add-ons.

    Moving to a digital ordering format also makes customization easy for customers. They can choose from more designs, upload customized digital imagery or logos and even choose the most convenient store location. Confirmations also provide peace of mind that the order has been received and is in the queue.

    In Edina and Prior Lake, Minn., Stillman says that pastry chefs have been showing customers how to place orders which has helped people become more comfortable with the new system.

    By Dewey Wahlin, DecoPac
    • About Dewey Wahlin Dewey Wahlin is VP of marketing at DecoPac Inc. For more than 26 years, Wahlin has worked for leading brands including Pillsbury, Land O’Lakes and Dow, holding management roles in marketing and sales.

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