From high street to home: new omnichannel strategy at Bakker Bart

Vital Food Group is the owner of Bart’s Retail (Bakker Bart) – a bakery chain with franchises in the high streets across the Netherlands. As more and more consumers prefer to order their food at Bakker Bart for delivery or pick-up, the company asked SparkOptimus to help create a new digital growth strategy to strengthen its omnichannel proposition. The goal of the strategy was to optimize the current digital proposition and to test & scale new digital initiatives, while making sure that each franchise partner contributes to and benefits from the changes.

In the first phase, we examined the (unaddressed) needs of the consumer and franchisees through individual interviews with entrepreneurs and working sessions with Bart’s Retail MT members. Afterwards, we prioritized the most relevant digital channels and propositions for future growth based on the consumer needs, relevant industry trends and Bakker Bart’s current proposition.

In the second phase, we determined the necessary changes and investments in terms of organization and technology to optimize the current digital proposition and to test & scale new digital initiatives. This included, for example, the creation of a new online team, the implementation of new omnichannel systems, and a budget commitment to open new omnichannel stores and invest in consumer acquisition.

In the final phase, we detailed a roadmap to optimize the current digital proposition and defined the pilot and financing approach to test & scale new digital initiatives.