Supplement Your Income With Pop-Up Bakeries by Deanna Martinez-Bey

During the summertime, cottage bakery sales may experience a decrease due to several factors:

Vacations and Travel: Many families go on vacations or spend extended time away from home during the summer months, resulting in decreased baked goods orders.

Outdoor Activities: With longer daylight hours and warmer weather, people often prefer to spend time outdoors, engaging in activities such as picnics, barbecues, and outdoor events, rather than staying indoors and purchasing baked goods.

Competition: Increased competition from other summer-centered businesses, such as ice cream shops and smoothie bars, can divert customers’ attention away from baked goods.

Now is a great time to start lining up pop-up bakeries to help fill the financial gaps this summer.

What are Pop-Up Bakeries?

Pop-up bakeries are temporary setups that offer customers a selection of freshly baked goods. Unlike traditional bakeries with permanent storefronts, pop-ups can appear anywhere from a front lawn to a local market.

Why Pop-Up Bakeries?

The attraction of pop-up bakeries stems from their impromptu nature and creativity. These pop-up opportunities offer bakers unique opportunities to showcase their talents without a brick-and-mortar commitment. For customers, it’s a chance to discover hidden gems, indulge in delectable treats, and support local businesses in a fun and casual setting.

Filling The Summertime Gaps

To fill the financial gaps created by decreased summertime cottage bakery sales, pop-up bakeries can offer a viable solution:

Flexible Locations: Pop-up bakeries have the advantage of mobility, allowing bakers to set up shop in high-traffic areas, such as parks and beaches, and at community events, where potential customers gather during the summer months. If you are not an outdoorsy baker, you can opt to set up indoors at gift shops, specialty food stores, breweries or wine shops.

Seasonal Offerings: Pop-up bakeries can tailor their offerings to suit the season, incorporating fresh fruits, light and refreshing flavors, and portable treats that appeal to summertime cravings.

Special Events: Hosting special events, such as pop-up dessert nights at a community center, themed bake sales, or participation in food festivals and outdoor markets, can generate buzz and attract customers seeking a fun culinary experience during the summer season.

Online Presence: Promoting pop-up bakery events using social media platforms and online marketing strategies can help reach a wider audience and drive traffic to the bakery’s temporary locations.

Social Media Tips For Promoting Your Pop-Up Bakeries Online:

1. Email Marketing: Build an email list and send newsletters or announcements about upcoming pop-up bakery events.
2. Geotargeting: Use geotargeting features available on social media platforms to target users who are located close to the pop-up bakery’s location.
3. Hashtag Campaigns: Create and promote branded hashtags related to the pop-up bakery events.
4. Cross-Promotion: Partner with other local businesses, food trucks or event organizers to cross-promote pop-up bakery events.
5. Social Media Advertising: Utilize paid advertising options on platforms such as Facebook, Instagram, TikTok and Twitter.
6. Engaging Content: Create engaging and visually appealing content, such as videos, behind-the-scenes photos and sneak peeks of the baked goods available at the pop-up.

In conclusion, pop-up bakeries are a delightful trend sprouting up all across town – quite literally. Be sure to get in on them this season.

(This article appeared in the Summer 2024 issue of Pastry Arts Magazine)

Deanna Martinez-Bey is a cottage baker, baking class instructor, content creator, and multi-genre author. With fifteen published books under her belt and a certified cottage bakery, everything she does revolves around food and writing in one way, shape or form. Find out more at www.deannasrecipebox.com.