“Customers don’t come on rainy days…” This is a problem that troubles many bakery owners every rainy season. In fact, data shows that general retail stores experience a 10-20% decrease in sales during the rainy season. However, by implementing strategies unique to this period, it’s possible to differentiate from competitors and even aim for increased sales. Today, we’ll introduce specific customer attraction strategies and product approaches to overcome the challenges unique to the rainy season.
Three Challenges Bakeries Face During the Rainy Season
To develop effective countermeasures, it’s important to first accurately understand the challenges specific to the rainy season.
Decreased Foot Traffic
People tend to avoid going out during rainy weather, leading to a significant decrease in pedestrian traffic. Particularly for bakeries in residential areas or locations far from train stations, it’s not uncommon to see customer numbers drop to 60-70% of normal levels.
Product Quality Issues Due to Humidity
High humidity environments can easily affect bread texture and shelf life. The crispy texture of crusts is easily lost, and the risk of mold growth increases, requiring extra attention to product management.
Decreased Staff Motivation
With declining sales and weather effects, staff morale tends to drop. During this period, it becomes crucial for the team to work together with a positive attitude.
5 Strategies to Attract Customers Even on Rainy Days
To prevent decreased customer attraction during the rainy season, it’s effective to create systems that aren’t affected by weather and provide added value unique to rainy days.
1. Introducing Rainy Day Exclusive Services
Clearly promote the benefits of visiting on rainy days, such as “double points on rainy days” or “5% off with umbrella.” One bakery introduced “rainy day exclusive bread” and improved rainy day sales to 120% compared to the same period the previous year.
2. Strengthening Delivery and Takeout
Actively utilize delivery services like Uber Eats and Demae-can to reach customers who can’t go out due to rain. Phone order reservation services are also effective, shortening customer wait times and minimizing time spent in the rain.
3. Information Dissemination Using Social Media
Actively promote the benefits of visiting on rainy days through Instagram and Twitter with messages like “Fresh-baked bread delivered even on rainy days” and “Comfortable indoor space where you can relax.” Real-time information sharing creates motivation for customers to visit even in the rain.
4. Making the Store Environment Comfortable
Thoroughly consider wet customers by installing dehumidifiers, preparing towels, and enhancing umbrella stands. For stores with cafe spaces, showing a “rain shelter welcome” attitude can promote longer stays and additional purchases.
5. Strengthening Corporate Sales
The rainy season is an excellent time to cover individual customer decreases with corporate demand. Strengthen sales to nearby offices and capture meeting bread and treat demands. Delivery service proposals are especially appreciated during periods when it’s difficult to go out due to rain.
Product Strategies and Menu Development That Sell During the Rainy Season
Create demand unique to the rainy season through product development that incorporates seasonal elements.
Product Lineup Emphasizing Shelf Life
During humid periods, demand for long-lasting products increases. Focus on developing the following types of products:
- Rich dough breads high in fat content (brioche, Danish types)
- Individually wrapped products
- Freeze-compatible breads
- Baked goods (madeleines, financiers, etc.)
Limited Products Utilizing Rainy Season Atmosphere
Create buzz with seasonal products like purple bread inspired by hydrangeas, decorations inspired by raindrops, or Japanese-style bread using plums. Products that are Instagram-worthy can also be expected to generate word-of-mouth effects.
Expanding Warm Product Options
On chilly rainy days, demand for warm products increases. Increase fresh-baked bread serving times and expand savory bread options like warm soup bread and gratin bread to expect increased average transaction values.
Key Points for Humidity Control and Product Management
Maintaining product quality during the rainy season is an important factor directly linked to customer satisfaction and sales.
Store Environment Management
- Maintain humidity at 50-60% using dehumidifiers and commercial air conditioning
- Thoroughly manage humidity inside showcases
- Extend ventilation fan operating hours to promote air circulation
Product Display and Storage
Reduce bread display density to improve air flow. Using desiccants and storing in highly airtight containers is also effective. Especially for crust-type breads, devising ways to avoid humidity is important.
Manufacturing Process Countermeasures
Aim to create products that can withstand humidity by adjusting dough moisture content and fine-tuning baking temperature and time. Also, taking sufficient cooling time can prevent quality deterioration due to condensation.
Success Story: Local Bakery That Increased Rainy Day Sales to 150%
“Pan no Mori,” a privately-owned bakery in Shizuoka Prefecture, improved rainy day sales to 150% compared to the previous year through rainy season countermeasures.
The measures implemented by this store were as follows:
- Limited sales of umbrella-shaped melonpan as “rainy day bread”
- Free hot coffee service for customers visiting on rainy days
- Started delivery service to nearby businesses
- Strengthened rainy day information dissemination on Instagram
Particularly effective was the combination of buzz-worthy limited products and information dissemination using social media. Posts about “rainy day bread” went viral, increasing customers from distant areas. As a result, the rainy season became their peak sales season.
Summary: Turning the Rainy Season into a Sales Opportunity
While sales decline during the rainy season is often considered unavoidable, it can actually be turned into a business opportunity with appropriate measures. Increase customer satisfaction while achieving sales growth through rainy day exclusive services, delivery strengthening, seasonal product development, and appropriate humidity control. The key is a mindset shift from viewing the rainy season as a “troublesome period” to seeing it as a “differentiation opportunity.” Please actively tackle this year’s rainy season with proactive measures.