Why Most Bakery Marketing is a Half-Baked Waste of Money
You’re up at 3:00 AM. You’re covered in flour, dealing with a broken proofer, and worrying about whether you’ll sell enough sourdough today to cover the rising cost of butter. The last thing you want to hear about is "brand awareness" or "social media engagement."
You want people through the door. You want the till ringing. You want to see a queue down the street in West End or Bulimba because that’s how you pay the bills and keep your staff happy.
I’ve sat down with dozens of bakery owners across Brisbane, from small hole-in-the-wall pastry shops to large wholesale operations. Most of them are frustrated because they’ve been told they need to be "influencers" to succeed. That’s rubbish. You’re a baker, not a teenager with a ring light.
Today, we’re going to bust the myths that are costing you money and look at what actually works to get more people buying your bread and cakes.
Myth #1: "If the Food is Good, They Will Come"
I hate to be the one to tell you this, but I’ve seen some of the best bakers in Queensland go out of business while average shops down the road thrive. Why? Because being a great baker and being a great business owner are two different jobs.
Quality is your foundation—it’s what brings people back—but it isn’t what gets them in the door the first time. If nobody knows your almond croissants are the flakiest in the northern suburbs, they’ll keep buying the supermarket rubbish.
The Reality: You need to be as intentional about your "shop front" (both physical and digital) as you are about your hydration percentages. You don't need a fancy marketing degree; you just need to make sure that when someone in your suburb thinks "I want a treat," your shop is the first thing that pops into their head.
Myth #2: You Need to Post on Instagram Every Single Day
This is the biggest time-sink I see. I see owners spending two hours a day trying to take the "perfect" photo, writing long captions, and worrying about hashtags.
Unless you’re selling nationwide shipping, you don't need 50,000 followers from New York or Sydney. You need 500 loyal locals who live within a 10-minute drive of your shop.
What to do instead: Focus on "Google My Business." When someone types "bakery near me" into their phone while driving through Chermside, Google decides who to show. If your profile has recent photos of your bakes and lots of happy customers talking you up, you win. This is how you get more 5-star reviews that actually turn into foot traffic. Spend 10 minutes on Google for every hour you spend on Instagram.
Myth #3: Discounts are the Only Way to Move Stock
"Buy one get one free" or "50% off after 3 PM" might clear your shelves, but it trains your customers to wait for the sale. It kills your profit margins and devalues your hard work.
If you have a slow day—say, Tuesdays are always quiet—don't just slash prices. Create an "event" or a limited-run product that only exists on Tuesdays. Give people a reason to show up that isn't just "it’s cheap."
We worked with a specialty doughnut shop that struggled with mid-week slumps. Instead of discounting, they introduced a "Secret Flavour Tuesday" that they only announced on their window chalkboard and a quick Facebook post. It turned their slowest day into their third busiest. People love being "in the know."
Myth #4: You Can't Compete with the Big Supermarkets
You can’t compete on price. Don't even try. Coles and Woolies will always be cheaper. But they can’t compete with you on connection.
People in Brisbane are increasingly desperate to support local. They want to know the person who baked their bread. They want to smell the oven. They want to see the flour on your apron.
Use this to your advantage. Show the "behind the scenes." Show the messy kitchen. Show the delivery of local QLD fruit arriving. When people feel a connection to you, price becomes secondary. They aren't just buying a loaf of bread; they’re supporting a local family.
How to Actually Increase Your Daily Sales
If you want to see more money in the bank by the end of the month, stop focusing on "likes" and start focusing on these three things:
1. Own Your Customer List
If Facebook or Instagram disappeared tomorrow, would you have any way to reach your customers? Most bakeries say no. That’s dangerous.Start a simple VIP club. It doesn't have to be high-tech. A tablet at the counter or even a physical sign-up sheet where people give you their mobile number or email in exchange for a "First Look" at new treats. When you have a new seasonal menu, you can send one message and sell out your new menu before lunch. That is real power.
2. The Power of the "Add-On"
Most bakery staff are "order takers," not salespeople. If someone buys a coffee, do your staff ask, "Would you like a warm muffin with that for just $3?"If you increase your average sale by just $2 per person, and you serve 100 people a day, that’s an extra $1,400 a week. That’s nearly $73,000 a year in extra revenue with zero extra marketing cost. Train your staff to ask the question. Every. Single. Time.
3. Catering: The Hidden Goldmine
If you’re only relying on people walking through the door, you’re leaving massive amounts of money on the table. Every office building, school, and medical centre within 5km of your shop is a potential customer.One big corporate order for a Friday morning tea can be worth more than fifty individual walk-in customers. It’s predictable, you can prep for it in advance, and it’s great for cash flow. If you want to grow, you need to learn how to land corporate catering contracts in your local area. It’s a game-changer for specialty food shops.
The "Local Legend" Strategy
I often tell my mates who run shops: "Be the mayor of your street."
Go talk to the butcher next door. Talk to the florist. Cross-promote. "Show your receipt from the butcher and get a free sourdough starter." It costs you nothing and builds a community of businesses that look out for each other.
I’ve seen this work brilliantly in suburbs like Paddington and Sandgate. When the local businesses stick together, they create a destination that people will travel for.
What’s a Waste of Money?
- Glossy Magazine Ads: Unless you’re a high-end wedding cake specialist, these rarely pay for themselves. People don't look at magazines when they’re hungry; they look at their phones. - Buying Followers: It’s a vanity project. 10,000 followers in India won't buy a single meat pie in Coorparoo. - Generic SEO Services: If someone promises to put you on the "front page of Google" for $99 a month, they’re lying. Focus on your Google Maps listing instead. It’s free and more effective for local shops. - Radio Ads: Usually too expensive for a single-location bakery. You’re paying to reach people in Ipswich when your shop is in Northgate.
How Long Until You See Results?
Marketing isn't a microwave; it’s a slow cooker.
- Google My Business: You can see more phone calls and direction requests within 2-4 weeks of optimising your profile. - Email/SMS Lists: You see results the instant you hit send. It’s the fastest way to drive traffic on a slow day. - Catering: It might take a month of reaching out to local offices, but once you land one or two regulars, the money is consistent.
What Should You Do First?
If you’re feeling overwhelmed, do these three things this week:
1. Claim your Google Business Profile. Make sure your hours are correct and upload 5 fresh, high-quality photos of your best-selling items. 2. Put a sign on your counter. Offer a small incentive (like a free cookie on their next visit) for people to join your SMS or email list. 3. Look at your numbers. Figure out your average spend per customer. Challenge your staff to raise it by $1 this week just by asking a simple question.
Running a bakery is hard work. You shouldn't have to be a marketing genius on top of everything else. Focus on the basics: make it easy for locals to find you online, give them a reason to spend a little more when they're in, and find ways to sell to businesses, not just individuals.
At Local Marketing Group, we don't care about fancy awards or "viral" posts. We care about helping Brisbane business owners put more money in the bank. If you’re tired of shouting into the void and want a strategy that actually works for your shop, we should talk.
Ready to get more locals through your door? Contact us today and let’s get to work.