When people think about what makes a bakery successful, they usually picture the ovens—the craft and magic that happens at the bench, the recipes, the production schedule. And yes, all of that matters. But if you want to drive real revenue and long-term growth, you need to pay just as much attention to what happens at the counter.
That’s where your customers make decisions.
That’s where your brand is felt.
That’s where profit (or frustration) happens.
Welcome to At the Counter—a new series for bakery owners and managers who know that the Front of House isn’t just a space… it’s a system. And when you get it right? Everything gets better.
Here’s what we’ll cover in this series:
Hiring, training, and coaching your counter team to sell confidently (and kindly)
Making every display and sign work harder for you
Creating a customer experience that builds loyalty and average ticket size
Promos that move product without sounding pushy
And simple changes that make your space feel more welcoming (without a remodel)
Too many bakeries treat their front counter like a transaction station. But every detail of your front-of-house experience sends a message to the customer:
Are your team members confidently making suggestions?
Can your customers see what they should buy today?
Are you giving them a reason to come back—or bring a friend next time?
You don’t need to hire a full-time merchandiser or install fancy displays to level up.
You just need systems, intention, and a little structure.
And that’s exactly what this series is here to offer.
Follow along each week as we unpack simple, high-impact ways to make your front-of-house feel less like an afterthought—and more like the growth engine it should be.
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Have a FOH challenge you want covered? Reply or comment—we want to hear it.