Bakeries are learning that the most delicious pastry is the one their customers can’t have
By Alina Dizik | Photographs and video by Lanna Apisukh for The Wall Street JournalCreating scarcity, via limited-time deals or hard-to-find items, is a tried-and-true strategy for consumer-facing businesses.Bakeries also have the added pressure to sell croissants and other products that otherwise would lose their value in mere hours. Call it the croissant theory.
The bakeries’ strategies are in part driven by all of the pressures on their businesses. Bakers say they are navigating labor shortages, higher ingredient costs and irregular demand throughout the week.Nick & Sons bakery in Brooklyn, N.Y., often sells out its croissants, breads and other pastries quickly on weekend mornings.
The bakery typically sells out of almond croissants by 10 a.m. They are more time-consuming and expensive to bake.
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