Grão São Paulo
Empório e Padaria Grão São Paulo is situated in the south of São Paulo in a large and very modern building of 5.500 m². It was finally inaugurated in January 2013 after seven years of concept development and building works. Next to an extensive bread and patisserie department, Grão São Paulo offers a buffet restaurant, à la carte dining, a wine cellar, a pizzeria, artisan ice-cream, diet patisserie and a wide selection of imported products. Customers can place orders by phone and starting in 2015, they can also benefit from online shopping and a delivery service. In the bread section, a lot of products are still freshly baked on site every day.
Grão São Paulo is a popular meeting point for breakfast, lunchtime and happy hour. For lunch, there is a wide variety of foods available. In the self-service section, customers can choose whatever suits their fancy and pay according to the weight of their plate. Today, Grão São Paulo employs 170 people, professionals who make up the framework are nutritionists, cookers, patissiers, pizza bakers and bakery clerks. It has approximately 7.000 items on sale with extra reinforcements on weekends due to the increased number of customers.
According to store manager Marcio Narciso, the concept of the super bakery has been on the rise in the last few years due to the strong presence of in-store bakeries in supermarkets. Traditional artisan bakeries had to renovate due to the heightened level of their customers’ expectations surrounding quality, service and one-stop-shopping. Grão São Paulo aims to remain very close to their customers. Competition is fierce and comes from all different sides; from traditional bakeries to supermarkets, from restaurants to coffee shops such as Fran’s Café and Starbucks. However, Grão São Paulo's focus on good service is believed to be the way to overcome this. Its friendly environment and the store’s close relationship with its customers is what differentiates it from its competitors.
The buying behaviour of consumers has changed. People are traveling a lot and can consult the internet so they are better informed. This means that Grão São Paulo tries to satisfy any new demand, even if it expects a product to be popular only for a short period of time. For instance, international specialties such as cupcakes, pastéis de belem and macarons are available. The consumer has become extremely demanding and wants the product to taste exactly what they tried abroad. Tasting sessions are held periodically and there are blind tests when a new recipe is launched.
Grão São Paulo also has a close relationship with its suppliers, whose trust is fundamental to the store's success. Its suppliers provide new recipes, train employees, help to introduce new concepts to the market and sometimes, can use the store as a laboratory to test new products. Suppliers see helping Grão São Paulo to become more efficient in terms of reducing waste and costs and increasing profitability as an investment in their relationship with the store.
Av. Sargento Lourival Alves de Souza, 07 | São Paulo | Brazil
5.500 square meters
on weekends: around 2.000 to 3.000
7.000 items on weekends
06:00 - 23:00
When Cepam was founded in 1968 it had only 60m². It has since transformed into a 2.200 m2 store that will soon be expanded to cover 2.700m². Cepam started out as a small traditional bakery with a visionary owner, João Diogo, who has made adjustments to the concept so as to expand its market position. According to the leading Brazilian news magazine Veja, Cepam has evolved from a regular bakery to a gastronomical center and has been voted the best bakery of São Paulo 2013/2014.
At Cepam people can enjoy a wide variety of dishes all day long. There is a spectacular bread and patisserie display, a cafeteria/lunchroom, a pizzeria and a seated restaurant area. The restaurant section has around 500 seats where people can enjoy breakfast, lunch, a quick snack or dinner. The offering includes traditional specialties but also modern classics. You can choose anything from a small snack, pizza, hamburger, omelette, beirutes (typical Brazilian sandwiches) to a hot meal. In the bakery and patisserie department, Cepam has around a 1.000 items on sale. The store can also cater for parties or events and has a product line for special occasions with a full offering of savoury items, mini-snacks, sweets and cakes, frozen desserts, petit fours and so on.
According to store manager Marcio Narciso, the concept of the super bakery has been on the rise in the last few years due to the strong presence of in-store bakeries in supermarkets. Traditional artisan bakeries had to renovate due to the heightened level of their customers’ expectations surrounding quality, service and one-stop-shopping. Grão São Paulo aims to remain very close to their customers. Competition is fierce and comes from all different sides; from traditional bakeries to supermarkets, from restaurants to specialized coffee shops. However, Grão São Paulo's focus on good service is believed to be the way to overcome this. Its friendly environment and the store’s close relationship with its customers is what differentiate it from its competitors.
The management team at Cepam has made it a strategic decision to constantly adapt to consumer demand. This means that the store introduces new recipes, focused on the actual customer’s demand, every 15 days. As the team consists of food engineers, sommeliers and gastronomy experts, Cepam has the ability to evaluate consumer trends from different perspectives meaning that they can easily introduce new concepts to their customers. Cepam’s team travels around the world, visiting international trade fairs and dining out at trendy restaurants for inspiration and to evaluate customer services.
Cepam has evolved naturally from its store concept to also being an industrial manufacturer of panettones, cakes and cookies. In Brazil, it is the leader in private label with panettone. Cepam supplies to Carrefour, Makro, several bakeries and chocolate eggs to Nestlé. With their brand Village, they are considered the second biggest manufacturer of panettone. The Village brand was developed due to popular demand in the 1980s and the efforts of João Diogo to introduce it to big chains. They are now working on extending their offering to hotels, restaurants, hospitals and big companies.
Rua Ibitirama, 1409 |
São Paulo | Brazil
2.700 square meters
on weekends: around 10.000 per day
05:30 - 00:00
Super bakeries are a common phenomenon in Brazil. Entrepreneurs are keen to deploy additional activities when they believe they can make a profit. That's when we see hybrid bakery concepts combining retail and foodservice, as they seek to benefit from the current growth in out of home consumption. We show two examples of Brazilian super bakeries that have successfully combined traditional bakery, with retail and foodservice. Discover how it helps them succeed in a challenging market space.