Winning Customers and Growing Your Bakery

By Deanna Martinez-Bey

Building a loyal customer base is essential to growing a successful business for cottage bakers.  Strong customer relationships go beyond selling products—they’re about creating trust and a sense of connection. Here are a few strategies to help bakers effectively foster customer loyalty and retention.

Provide Excellent Customer Service

Customer service is the cornerstone of loyalty. Prompt responses to inquiries and friendly interactions and a willingness to resolve issues quickly leave a positive impression. Simple gestures such as thanking customers for their orders or adding a handwritten note with a purchase can make them feel appreciated.

Introduce Loyalty Programs

Loyalty programs encourage repeat business by rewarding customers for their continued support. Offer discounts, free items or exclusive perks to customers who frequently buy from you. For example,  a “buy 10, get one free” punch card can keep customers returning for more.

Gather and Act on Feedback

Feedback helps identify what you’re doing well and where there’s room for improvement. Ask customers for their opinions through surveys, reviews or social-media polls. Once you’ve gathered feedback, show customers you’re listening by making improvements or responding to their suggestions.

Engage with Personalized Marketing

Personalized marketing shows customers you care about their preferences. Email or use social media to share tailored recommendations or exclusive discounts on their favorite products. For example, if a customer loves your chocolate chip cookies, tell them about a new chocolate-flavored treat you’re introducing or a special you are offering on chocolate chip cookies.

Growing Your Business and Keeping Customers Happy

Using these strategies, cottage bakers can build strong relationships with their customers and keep them  coming back for more. Offering outstanding service,  starting loyalty programs and connecting with customers in a personal way can help your business stand out. Focus on improving your skills, following the rules and finding new ways to grow—and watch your customer base grow with you.

Deanna Martinez-Bey is a cottage baker, baking class instructor, content creator and multi-genre author. With 18 published books under her belt and a certified cottage bakery, everything she does revolves around food and writing in one way, shape or form. Visit her Etsy shop for recipes and printables: https://www.etsy.com/shop/DeannasRecipeBox

(This article appeared in the Spring 2025 issue of Pastry Arts Magazine)