Oven Fresh Bakery

 

Our Story​

As a trusted manufacturer in specialized bakery categories, the Oven Fresh Baking Company has been a leading provider in Foodservice in retail markets for 30 years. Our vast offerings of classic & gourmet burger buns, sandwich rolls, specialty breads & ryes are manufactured daily to please! Our core team members have been with us over 30 years; they are passionate about our products and dedicated to service.

We are proudly Canadian!

Sunflour Bakehouse is a very special proprietary brand. We bake a unique style of Eastern European sourdough, available in specialty grocers. You will find Sunflour Bakehouse products in 90% of Eastern European retailers across the Greater Toronto area.

Try our White, Wheat, 100% and Dark Rye! Sunflour products are also available in par-baked for retail and food service operators.

Oven Fresh Baking Company is a proud member of The Baking Association of Canada and Canadian Association of Foodservice Professionals.

Food Service :

Oven Fresh Baking Company is a trusted partner to hundreds of food-service operators in Canada, providing fresh, par-baked and thaw & serve products for their every need. We can meet your high volume needs with the best quality and service.

Source: http://www.ovenfreshbaking.ca/about-us.php#row_SECTION_ZCDIALQV68

Page Marketing Project Involvement

In January 2014, Page Marketing Consultants was retained by Oven Fresh Bakery to undertake an SEO of its website http://www.ovenfreshbaking.ca/ and develop a marketing flyer program which include print ads and a coffee loyalty program using its business cards. The second phase includes a SMS Marketing plan.

Page Marketing Consultants (after reviewing the proposals with the company owners) decided to split the implementation plan of the proposal into two phases.

Phase I

Page Marketing began the process of designing “11 x 8.5″ and 8.5 x 14” marketing flyers highlighting the top breakfast and lunch menus. Staff started taking pictures of food menu’s and began writing descriptions and creating graphic designs using windows photoshop program. Next the red and white business card used by Oven Fresh had the back side redesigned to include a coffee loyalty program. If a customer buys 6 coffee’s then the 7th one is free. Oven Fresh mailed over 1000 flyers to selected households in South Etobicoke

Phase IA

The second part of Phase I includes an SMS Marketing Plan to get customers of Oven Fresh who either get a flyer to their home by Canada Post or come to the store to sign up for text messages. Messages are sent once or twice every two weeks to the smartphones of customers.

 

Phase II

The third phase of the project involved the renovation and expansion of the Oven Fresh Bakery to accommodate more customers, and the SEO of its website, by modofying its design, writing more articles, producing videos and undertaking e-mail marketing and commissioning a newsletter. Lastly , Oven Fresh would hire an outside graphic design firm to create a logo for its two white delivery vans.

Conclusion

The flyer ad campaign had mixed results although the owners of Oven Fresh went out to visit a number of large corporate customers like Purolator, Ontario Hydro etc. That initiative helped sales. The SMS Marketing program did not generate the numbers that was seen in the McDonalds of Canada program despite not missing all planned SMS text message blasts. The flyer ad program barely generated a 3% return. The one good result of the program is the adoption of the coffee purchase loyalty program on the Oven Fresh Business Card.

 

McDonald Restaurants of Canada

Executive Summary

Goal

The goal of the McDonalds Canada SMS Marketing Text Messaging pilot project is to create a membership program where customers receive new offers roughly 4-8 times per month and to increase sales.

To generate interest of new customers in McDonalds Canada food products and to take away market share from its competitors, such as Tim Horton’s and Subway of Canada.

To offer repeat customers of McDonalds Canada a loyalty program in order to recognize the fact that the economic growth will be slow to the end of 2015. The second issue is to inform repeat and new customers that McDonalds recognize that money is tight and they want value for the food products they purchase and that it should be healthy and nutritious.

Objectives

To help the client increase foot traffic and purchases in their retail location by providing a new state of the art marketing concept this is SMS text messaging!

By implementing an external marketing campaign using text messaging, McDonalds Canada can take away market share from its competitors.

To create a loyalty base of customer to generate more repeat business per retail outlet, and to acquire new customers over time.

Our vision is to provide McDonalds Canada with leading edge technology to stay ahead of its competitors in the short and long term period.

 Results

The uses of table tops were not as effective as we thought they were. Customers were experiencing advertising blindness.

Timing is very important. The SMS blast must be set at the right time of day to give customers ample time to decide if they want to participate in the specials, promotions and offers from the restaurant. Responses to promotions by customers may be affected by the season of the year and daily weather conditions at the time of purchase.

Sending SMS text message blast twice a week has led to an increase of sign up and a reduction of opt outs. Each of the SMS text message blast contained a promotion and a call to action.

After brainstorming with Ron Reaves, we realize by physically providing the customer a coupon with an in store offer, with a greeter showing them how to use their smartphone to text or scan the QR code to get on a list, they felt more comfortable in receiving promotions and specials.

Over time as we implemented the positive changes in the SMS text messaging marketing campaign we experienced less opt-out

Customers responded well to the new coupons and there were fewer complaints as table tops were eliminated. The McFurry campaign from May 1-6, 2013 promo generated a 21-29% response rate by members redeeming the SMS text message blast.

 

Exact Text Message Campaign

 

(50% OFF ANY regular size  ‘McFlurry! See in-store for details. Exp 05/06/13 @2am.Valid only at 25 Carrier McDonald’s. Show Cashier.)

 

In the last two weeks starting from May 16-27, 2013 the SMS text messaging system was used with the McWrap promotion which was a national marketing strategy by McDonalds of Canada.

 

By piggy backing SMS text messaging with the McDonalds Canada national advertising campaign we noticed an increase in redemptions of our campaign.

 

(Buy a New Signature McWrap Combo and get a second McWrap for FREE!Exp 5/27/13 @2am. Not valid with any other offers.Valid @ 25 Carrier Dr.)

 

Overall all the McDonald’s store in the Greater Toronto Area (GTA) area grew by 1-3% while McDonalds Restaurants at 2800 Skymark and 25 Carrier Drive grew by 10% for May 2013.

 

A  McDonalds in Canada generates an average of $3.2 million/year. This means that each store generates $8800/day or $270,000/month (30,000-55,000 transactions). Ron’s market for the month of May 2013 had a 9% increase.

 

The six week test in Ron’s market resulted in a base of 1200 customer (600 per location).

 

 

Conclusion

 

Recommended Strategy for The SMS Text Marketing Project for McDonald’s Canada

 

  • In order to fully test the viability of the SMS Text Message system a larger test area is needed.

 

  • McDonalds of Canada is interested in moving forward with this project due to the competition using new technology to connect to customers.

 

  • The number one complaint by customers exposed to SMS Text Messaging is why the other McDonalds are not doing this program.

 

  • A group of McDonald’s restaurants in a region is required to fully test the SMS text message marketing system.

 

  • A numbers of Cities are now under consideration such as London, Hamilton and Burlington.

 

 

Need for Region Wide Marketing Campaign

 

  • There is a need for a substantial marketing campaign for this project. McDonalds must decide what capacity its Marketing team will participate in this project.

 

 

  • In addition to the in store marketing advertising that must be done for each of the McDonalds retail establishments. (Apparel, Paperwork, Equipment, Disposables and Set Pieces)

 

  • The marketing campaign is a selected city must include:
  • Taxi Cabs
  • Busses
  • Bus stops
  • Billboards
  • Mobile Trailers
  • Special events
  • Newspaper with QR code.

 

 

 

Duration of SMS Text Messaging Project

 

  • McDonalds is interested in reviewing a project proposal to test the SMS messaging system in a region with at least 10 stores.

 

  • The duration of the project will be at least 3 months and Page Marketing staff must be there full time to track the data and marketing efforts at each store.

 

  • Page Marketing will be onsite at the test store on a daily basis for the duration of the project.

 

  • Page Marketing request the authority from McDonalds Canada Head Office to verify that the marketing campaign is implemented properly.

 

  • Page Marketing requires each store in the test market area to have a promotion code to track redemptions from customers.

 

  • Page marketing request a weekly or monthly meeting schedule with McDonald’s marketing team to review the campaign and discuss possible changes and or improvements.

 

  • Page Marketing would like to discuss with McDonalds Canada Head Office a timetable to draft and present a Mid-Term and or Final Report to Senior Management.