Mister Baker is the UAE’s leading bakery chain founded in 1990 with a network of 18 stores across the UAE. Despite its leading position, in 2017 Mister Baker decided to invest further in upgrading its concept for its clients with a view to 2025. STIRIXIS Group worked closely with the management of Mister Baker to clarify and redefine the strategic objectives as well as to business plan the investment at hand and its expected return.
Mister Baker makes your celebrations special.
Based on the new agreed strategic guidelines, STIRIXIS Group evaluated the business plan, redesigned the logo and branding, designed a new architectural and operational concept and organized the roll-out throughout the chain, with the project management and author’s supervision of all stores. At the same time, Mister Baker successfully designed and introduced new amazing cakes and savoury bites, in complete alignment to the updated strategy and worked further in optimizing customer service in the new stores. The new holistic concept offers a whole new in-store customer experience driving any visitor to truly celebrate every possible occasion and make every moment count!
Operationally the concept changed radically through the architecture designed, bringing celebration sales-persons closer to customers and assisting them more directly and efficiently in creating special and memorable celebrations for themselves and their beloved ones. Display fridges were pushed back into the walls and island displays were used to promote certain products as well as to intrigue further exploration of everything that is offered from Mister Bakers extensive range of products. The coffee area was upgraded to welcome customers that want to have a tea or coffee with pastry or savouries, in an inspiring atmosphere of vivid colours, cake scents, and soothing music.
The concept design has been already implemented in the 4 biggest selling stores of the network with impressive results and will be further implemented in all other stores within the next 12 months.
“Mister Baker, established in 1991 has been the #1 celebration cake destination in the UAE. With rising competition, some store sales started declining over the last 5 years. It was decided that a facelift, or more, was needed. The objective was to renovate the network of 18 bakeries by modernizing the brand experience in-store and image appeal for the next generation of consumers.
STIRIXIS Group studied the business to invest their inputs in several aspects of operation starting from concept through construction, branding, signage, market research and customer service. The first two renovations were completed in the last quarter of 2017. They were successful and the other 16 shops have been scheduled for completion within the next 18 months.
More than consultants, STIRIXIS Group became partners and stakeholders of Mister Baker. They have been both quality and cost-conscious, ensuring that the company’s interests and the return on investment are prioritized. Above all else, they are professional, dedicated and a pleasure to work with.”
Taizoon Khorakiwala, Partner – Mister Baker, Owner/Founder – SwitzGroup.
A representative example of our holistic approach put in practice. The specific, well-known chain of pastry stores needed a new brand strategy that led to its whole redesign. The first step was the thorough analysis of the existing strategy, the analysis of the whole environment through our market assessment services, and data analysis. Then, the brand strategy was used for the architectural design to redesign the existing stores, while functionality and the customer experience were fully elaborated to be offered at an optimum level to the clients. In the same direction, a rebranding was decided to be made, in order to follow the new strategy. Our concept aimed at enhancing functionality and aesthetics in a way that would increase employee happiness, satisfaction, and loyalty.
The strategic consulting services are still offered, in order for the concept to be further developed.