Market Place Discovery Bay introduces artisanal bread at its on-site bakery
As an industry-leading, upscale supermarket, Market Place bases its marketing initiatives on detailed research in order to provide a customer-centric service to the community, according to Lance Canavan, Wellcome & Market Place Commercial Director. “There is no one formula that fits all our stores; they may look similar, but each and every one is different in essence,” he explains.
In reviewing the market, Lance, a supermarket veteran, instinctively detects a gap for pre-packed bread. As a loyal patron of Bakehouse because of its quality bread and pastries, he reached out to its founder, Gregoire Michaud, to discuss opportunities for collaboration. It was such a perfect fit that in a matter of less than six months, the new brand of Bread Pantry was born, and its packaged artisanal goods are currently available in 20 Market Place stores.
In view of the popularity of this new venture, Yvonne Lee, Wellcome & Market Place Commercial Director (Fresh Food), recognized the strong potentials for extending the concept to Discovery Bay. But because of its unique demographics and shopping preferences, she decided to take it a step further by asking Bread Pantry to set up an on-site bakery together with Coffee To Go.
“To me, this collaboration with Market Place is like a marriage made in heaven,” remarks Gregoire Michaud, Founder of Bread Pantry. “I’m a passionate baker, and I’m happy to leave the marketing to the experts.”
“For us, it’s a never-ending learning process; we test a variety of concepts, monitor customer feedbacks, and we adjust our strategy accordingly,” says Lee. “We share the same passion with Bread Pantry in serving our customers; we complement each other so well that it’s a natural collaboration.”
Michaud emphasizes that they only use high-quality natural ingredients. “We’ve had an overwhelming response to our signature fresh-out-of-the-oven buttery croissants, and customers also appreciate our packaged sourdough loaves and stone-baked artisanal rolls which are sold in various sizes and thickness,” he enthuses.
Lee points out that there is no reason why Discovery Bay islanders cannot enjoy gourmet food like any other district, and that is what guides Market Place’s merchandising approach. “We understand the emphasis on convenience, and have introduced exclusive slow-cook items that are ready to serve with 5 minutes’ re-heating. We also make it easy for family picnic needs and party goods,” she adds.
Canavan notes that, as a result of the pandemic, home-dining has grown exponentially, and Market Place makes it a point to excite customers’ palate with a constantly changing range of new products.
“To make grocery shopping easier with more fun, we’re constantly on the look out for fresh ideas,” he concludes. “The supermarket is such a fast-paced industry that we must be forever agile. As for our next innovation, watch this space!”