The Crumbs

Bakery and Sweets

Abeeha

Hamza

Komal

Aurangzeb

Taliha

Muzammil

Introduction:
The Crumbs is a creative kitchen that explores culinary traditions with an unexpected twist. We
thoughtfully meld salty and sweet with a touch of spice. Our main goal is to provide you with joy
through flavor.

We believe cooking (and eating!) should be an adventure, and we are committed to crafting
recipes that are complex, innovative, and fun.

The Crumbs makes everything from breakfast pastries and desserts to snacks. Our ingredients are
natural and sustainable, without artificial flavorings or preservatives.

Our bakery is located at Johar Town main market and we’ll also be run an online website for
customers who want to order items online from the comfort of their homes.

Besides our retail location, we offer wholesale products to other retailers, cater private and
corporate events, and take special orders.

Mission:
The Crumbs is dedicated to providing high-quality desserts and snacks in a comfortable
atmosphere for clients who seek a fun "gourmet" experience outside restaurants. 

We intend to make enough profit to generate a fair return for our investors and to finance
continued growth and development in quality products. We also maintain a friendly, fair, and
creative work environment, which respects diversity, new ideas, and hard work.
Keys to Success:
The keys to success in this business are:

Product quality: Cakes, cookies, pastries, breads, croissants, sandwiches, shakes, coffee-based
beverages, and entertainment are our products. They must be of the high quality and value.

Service: Customers’ experience suffers if service is not of the highest caliber. So that’s why each
member of our staff will be courteous, efficient, and attentive.

Marketing: We will need to target our audience early and often. While the business is located in
a central and accessible location, many people will have to be introduced to our bakery by direct
marketing supplementary materials and also electronic media and loyalty programs.

Management: We will need to have a firm grasp on food, beverage, and labor costs. The food
and service must be delivered in a fashion that will not only inspire repeat business, but
encourage word-of-mouth recommendations to others. Proper inventory, employee
management, and quality control is key.

Virtual and Physical Location:

At the beginning, our bakery will have one physical location at the Johar Town main market
where we will have the advantage of high population and also Crumbs will be introduced as a
new business in that locality as no other sweets and snacks specialty bakery is located there yet.
As for virtual location, by coming to our website “TheCrumbs.com” you can know all about our
business, our products and services and after entering the ‘Growth’ stage in the Life Cycle, we
will also introduce the Free Home Delivery service with which our customers will avail the
advantage of ordering our items directly from their home and they will be delivered to their
doorstep within a short amount of time.

The Products:
The Crumbs provides freshly prepared bakery and pastry products at all times during business
operations. Six to eight moderate batches of bakery and pastry products are prepared during the
day to assure fresh baked goods are always available. Our product line includes:

Sweets:
Chocolate Truffle Cookie, Apricot Thyme Scone, Coffee Cake, Pistachio Cardamom Cupcakes,
Salted Chocolate Chip Cookies, Doughnuts, S’mores, Turkish Delight, Cinnamon Roll, Brownie
Mousse Cake, Cheese Cake, Gourmet Cupcakes like Lemon Blueberry, Killer Chocolate, Red
Velvet, Mimosa, Caramel, and Lemon Squares, Chocolate Truffles.

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Snacks:
Potato and Cheese Croquette, Braised Chorizo, Chunky Bean Dip, Chicken Waldorf, Tofu
Pineapple Salad, Greek Salad, Potato & Celery, Antipasto Pasta, Croissants, Baguettes, Bread
Rolls, Maple Thyme Pecans, Honey Almond Corn.

Drinks:
Cold Coffee, Milkshakes and Smoothies.

Life Cycle Stage:

As The Crumbs is a new business therefore it currently exists on the Introduction Stage of the
Product Life Cycle.

Market Segmentation:
Our market is divided into four different psychographics: Comfort Creatures, Celebrators, House
Moms, and Gourmet Wanna-bes.  They represent groups of people sharing similar behavior
patterns and reasons for patronizing The Crumbs Bakery and Sweets.

Comfort Creatures are mainly white collar workers who are driven by success and prestige yet
miss homemade comfort foods of their childhood.  They may stop in on their own or bring
clients in for a gourmet dessert experience.

Celebrators are just that - people celebrating special occasions.  Birthday, anniversary,
graduation, valentine's day, etc., families and loved ones will gather at The Crumbs over
sumptuous desserts and a festive atmosphere.

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House Moms actually encompasses all family members.  The Crumbs is a gathering place where
families are welcome and feel comfortable.  "Moms" can come in for after school milk and
cookies with their children and relax while we pamper the little ones.  Or they can meet up with
friends for our Tea Time - a little civilized time stolen in the midst of a busy day.

Gourmet Wanna-bes watch the cooking channels a lot and easily spend 100’s of rupees for the
latest cookbook.  They'll be the adventuresome diners at The Crumbs, as well as the first to sign
up for our loyalty program to avail the cooking classes.

Nature of Competition:
Our main competitors (Kitchen Cuisine, Gourmet, Doce) may not be very impacted by our
business, at first. We are a small business and our competitors are very large companies. As we
expand, we might begin to pose a real threat, since our products are different from anything
Kitchen Cuisine, Gourmet or Doce have to offer.

Although The Crumbs is creating a new niche in the food service industry, we do share
similarities, and therefore compete with several kinds of quick-service dessert businesses:

Restaurants: any restaurant offering dessert.

Ice Cream Shops: Places like Chaman Ice-cream.

Donut and Coffee Shops: any place coffee and pastries are available for carry-out or dine-in
consumption.

Supermarket: in-store bakeries as well as frozen specialty desserts offer some competition.

Bakeries: free-standing traditional bakeries.

Competition and Buying Patterns:

Although The Crumbs is a new non-traditional business, there is no doubt that we are competing
with a variety of similar businesses.  We need to compete against the ideas that dessert is
something that only follows a special dinner and needn't be any better than a frozen cake.  We
want every day to be a reason to celebrate.

The comfort factor also plays an important role in consumer decisions about sweets.  Both the
atmosphere and staff of The Crumbs excel at being warm & friendly.  We will use the highest
quality products; sometimes paring the ordinary with the exotic, but we will always present our
desserts in an unintimidating manner.

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SWOT Analysis:

Strengths:

 New and different varieties of cakes, pastries and snacks have been introduced which
shall give us the benefit of product differentiation.
 Location of our bakery is placed in such an area which can be easily accessible from all
part of Lahore due to the close proximity of the motorway with Johar Town.
 Experienced staff is hired who helps us in providing quality food and service to our
customer.
 Ambience of place and the feeling of being in a comfy at-home environment while
enjoying their food is itself a pleasure experience which gives us an advantage over
others.

Weaknesses:

 We have not yet established our brand name, or a customer base.

 We do not yet have any other locations besides the one in the Johar Town financial
district.

Opportunities:

 Expansion of the product line in the future with the introduction of more international and
ethnic products.
 Scope for expansion with the establishment of our outlets and bakery cafés.
 Growing concern for health and multigrain food products shall become a reason for
increase of our sales as we always provide freshly made cakes, pastries and snacks.
 Bakery Industry is growing at a fast speed and demand for quality food is never ending.
 Potential to become a Premier Food Provider. This is because of the experienced and
proficient staff we can deliver quality bakery products.

Threats:

 Local Competition (existing and potential): Severe competition in the industry with well-
established players like Kitchen Cuisine, Gourmet Bon Vivant, Doce.
 Economic downturn: The strong domestic economy has been good for the Bakery
Industry. Continued growth is anticipated. However, unforeseen or unanticipated
economic recession would reduce disposable income.

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Marketing and Promotional Strategies:
The Crumbs marketing strategy will be education of the consumer and subsequent word-of-
mouth.  We will become known as a unique cafe experience as well as a superior pastry shop. 
Customers will be reached through fliers, brochures, newspaper advertisements, social media and
online promotions and special holiday promotions.

Location will also play a crucial role in marketing and promotion.  The business will be
located in high-traffic retail area in Lahore.  Additionally, there is the traffic that will come from
being located in the most populated and developed area of Lahore.

The Crumbs will target progressive and generally well-educated and affluent consumers who are
interested in trying new products and experiences and are dissatisfied with the limited selection
and lack of personal service found in grocery store bakeries, neighborhood cafes and ice cream
shops and area restaurants.

Peak Promotional Seasons:

The peak promotional seasons for The Crumbs would be Eid seasons, wedding seasons (starting
from September till February), and also student’s exam results seasons. We will develop special
promotions during such seasons to attract and delight more customers. Other than peak
promotional seasons we also develop specially designed cakes for all special occasions of our
customers’ life.

Direct Marketing:
Direct E-Mail Marketing - The first step in developing an e-mail marketing strategy is generating
a list of recipients. This can be as simple as asking customers to sign up to be on the bakery's
mailing list to receive notices on events and specials. E-mail Marketing is relatively inexpensive
to design, test, and send. It will also allow us to deliver messages around the clock, and to
accurately measure responses.

Online ads and Social Media – We at The Crumbs will launch online interactive display ads
which will appear on websites and social media. Other than online ads our pages on social media
sites like Facebook and Twitter will provide opportunities to directly communicate with our
customers and gain their feedback and valuable suggestions.

Couponing – We will also use couponing in order to elicit response and repeat buying from our
customers. The prospects shall receive the coupons by mail and once they bring it to our
bakery’s check-out counter they can receive special discounts.

Direct Mail – We will send direct mail to our potential prospects and customers who exist in our
database, which will include catalogs of our bakery, brochures and other unsolicited invitations
directly to their home and businesses.

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Community Marketing – We will also perform door-to-door distribution of our brochures and
flyers within the local community and other populous residential areas of Lahore.

Loyalty Program:
Designed to be closely aligned with The Crumbs core values and mission of delivering a unique
experience to its guests, we have developed a special Loyalty Program named “We-The-
Crumbies” with which we’ll be able to connect more deeply with The Crumbs customers by
delivering unexpected and highly-relevant rewards for choosing our high quality products.

‘We-The-Crumbies’ will offer loyalty program member’s exclusive invitations, experiential

opportunities like baking with The Crumbs bakers, preview tastings of new menu items, as well
as recipes, cooking tips, special cooking classes and surprises such as a free bakery-cafe menu
item. The program becomes increasingly personalized as a member frequently purchases our
products and spends more time in the program.  So unlike the typical buy 10 get one free type
loyalty programs, ‘We-The-Crumbies’ is focused on fostering unique relationships with our
customers through deeply understanding how each guest enjoys and interacts with The Crumbs
today, and new ways they might like to in the future

Customers can pick up a ‘We-The-Crumbies’ card at our bakery and register

via www.TheCrumbs.com or by completing and submitting a form in the bakery-cafe.

Other Promotional Campaigns:

Other traditional promotional campaigns will include outdoor advertising like billboards, radio
advertisements, and print media will also be extensively used via newspapers and magazines.

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