How Corner Bakery Cafe uses technology to revitalize and grow » Dallas Innovates

One year ago this week, Dallas-based Corner Bakery Cafe filed for Chapter 11 bankruptcy after years of struggling with “low sales and changing consumer behavior,” according to Restaurant Business. did. Last June, an affiliate of Dallas-based SSCP Management won a bankruptcy court auction by paying the fast-casual chain $15 million and assuming some of its debt.

And so the muffin makeover began.

SSCP is not new to this game. The family-owned company he bought Cici's Pizza out of bankruptcy in 2021, and now he owns Cici's Pizza, Corner Bakery, Sonic Drive-In, Applebee's, and Lloyd's.

So Chris Darrod, president of SSCP and CEO of Corner Bakery Café, got to work. The goal is to stabilize Corner's Bakery Cafe and lay a “strong foundation to drive growth for his 100-plus store chain into 2024 and beyond.”

Catering and “significantly improved counter sales” increase volumes

The brand, which operates in 18 states and Washington, D.C., has already seen some positive results. Corner Bakery Cafe reports that in the past six months alone, system average unit volume across the cafe has increased by $200,000. The company said this trajectory is “expected to continue accelerating through 2024 with growth driven by catering sales and significantly improved counter sales.”

How did SSCP turn these numbers around? The company cites an improved “back-to-basics” training program, prioritization of providing solid career opportunities, recognition programs, and new hire incentives. , these actions have “already played a role in restoring trust and energizing the team.” The company has also revived the brand's original logo to strengthen its “return to roots” efforts.

Chris Darrod, President of SSCP and CEO of Corner Bakery Café, said: “Our plan from the beginning was to develop and provide growth opportunities for our employees, as well as to refresh the Café and ensure it was inviting for our customers. “It was about reinvesting in the business in almost every area, right down to.” said in a statement. “We see great potential in the Corner Bakery Cafe brand and are thrilled that our efforts are already paying off.”

Another big factor in Corner Bakery Cafe's upward trend is technology, Darod told Dallas Innovates.

“The restaurant scene is constantly evolving with new technological advancements, and keeping up with these changes is key to staying on top,” Darod said. “We believe that understanding what our customers like and how they behave is important. That's why here at Corner His Bakery His Café, we're working head-first into data analysis tools. is.”

Strengthening technology alliances with Qualtrics, Stingray, and Bite

A key element of the bakery and cafe's brand recovery will be partnerships with data and technology companies to add to its technology stack, which Darod calls “the cornerstone of our strategic blueprint for growth.”

“Through our partnership with [Seattle- and Provo, Utah-based] Qualtrics allows us to collect valuable feedback from our customers in real-time, allowing us to continually refine and improve our products to better meet their needs,” said Darod. . “Instant insights like this are invaluable as they help us stay agile and responsive to our guests' ever-changing preferences.”

“We also look forward to partnering with both Stingray Business and Bite to test new kiosk ordering technology,” Dharod added. “To make in-cafe ordering fast, efficient and smooth, this new technology will help streamline the ordering process and provide convenient self-service options for customers.”

“By partnering with innovative technology partners like Qualtrics, Stingray, and Byte, Corner Bakery Cafe is not only keeping up with the times, but also deepening its connection to the community while setting new standards for excellence in the restaurant industry. It’s established,” Darod said.

Customization “to suit each customer” from menu to marketing

Rather than thinking about Corner Bakery Cafe's customers as a whole, the company is increasing its focus on “individual customers.”

“Our team is dedicated to putting the customer first in everything we do, and we are fully committed to restoring the brand to its former glory,” Darod added.

“We tailor our menus, promotions and marketing efforts to suit each customer, making their dining experience with us even more special and keeping them coming back for more,” Darod said. said. “We are also looking to bring more technology in-house to be more agile and flexible and further reduce vendor fees to provide a seamless experience for our customers.”

The company turned to Addison-based Champion, a full-service marketing agency specializing in the restaurant industry, to develop a brand awareness program to increase Corner Bakery Cafe's social and digital presence. The strategy focuses on re-engaging current fans, increasing awareness among future guests and increasing brand affinity to drive in-store, online and catering sales.

“Hard hitter” leadership team

Restaurant brands need more than just technology to attract customers. You need the people at the top to help ensure food comes out of the oven properly, both for the restaurant and the bottom line.

To strengthen the team, the company has brought on some “hard hitters,” including two Corner Bakery Cafe veterans, COO Erin Hasselgren and VP of Development Bob Hartman, who will step into leadership roles. He returned and brought 27 years of experience back to the brand. .

“Driven by our people-first culture, commitment to empowering our people, passion for delivering an unparalleled guest experience, and innovation-forward growth strategy, we are growing faster than at any time in our 33-year history. We believe we are well-positioned for continued success,” said Hasselgren. said in a statement.

Head of marketing Melanie Barisevich and procurement consultant Glenn Hurley are also “key members” of the team, the company said, adding that Barisivic will “completely review Corner Bakery Café's marketing strategy” in the coming months. As a result, brand recognition and affinity have significantly improved.” , and sales. ”

The company added that Hurley has “already made progress in optimizing Corner Bakery Cafe's supply chain and improving profitability.”

Renovations coming soon – aiming to open 5-7 new cafes by 2024

So, what's next for Corner Bakery Cafe? The company said it has “comprehensive plans” to renovate most of its company cafes in the coming months.

And now, the company plans to open five to seven new cafes in 2024, “a prelude to an accelerated growth trajectory beyond this year, ensuring guests will experience an unparalleled and dynamic dining atmosphere.” You can look forward to it.”