New formats, new assortment
During the pandemic, the Asprod chain introduced the drive-thru format to the market, i.e. points where you can pick up your shopping without getting out of your car, or do it in a traditional way. Bread machines also turned out to be a successful solution. Now Asprod is expanding its offer and introducing café formats to the market. You can not only buy bread or cake there, but also eat a hot breakfast or lunch, the company is expanding its assortment with handcrafted products and developing the offer of takeaway snacks and sandwiches.
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Asprod is a company established over 30 years ago, producing handcrafted products based on traditional recipes and the skills of talented bakers (some of them have been working at Asprod for 30 years). – Our brand has undergone a metamorphosis in recent years: moving to a new headquarters, providing greater production possibilities, including craft chocolates, pralines and ice cream – explains Anna Łukasik, marketing director of Asprod SA.
– Branded coffees can be purchased at Asprod points, both in packaged form, and can be drunk on site or taken with you. We have opened three drive-thru locations. We are developing our offer, introducing more and more ready-made dishes. Most of our newly opened branches offer breakfasts, pizzas and tortillas, served hot. This process of change required a new setting and communication, he adds.
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Rebranding and new slogan
The rebranding process took place in many stages: from quantitative research, through a focus group assessing new visual directions, to developing a marketing strategy and a new visual identification in cooperation with the About Ad creative agency from Poznań. It was decided to keep the name and the component of the current logo – the croissant. It is more exposed in the new logo. The changes have been introduced gradually since the beginning of this year.
Currently, Asprod has four free-standing premises (three in Szczecin and one in Sulechów) arranged in accordance with the new visualization, as well as two points in shopping malls: in the Turzyn Shopping Center in Szczecin and Forum in Koszalin, as well as a partner stand in the Netto store in Pyrzyce and Przylep near Szczecin.
Most new or renovated premises have zones with tables. – The basis of our activities is the pro-customer direction, which is included in the slogan "More than a bakery". The emotional aspect of the brand is emphasized by the slogan "We have a heart for baking," says Anna Łukasik.
In the second half of the year, Asprod planned to introduce changes to the premises in Stargard. At the same time, the company is expanding its offer of ready-made meals and breakfast and lunch products. It is also planned to introduce a loyalty application.
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The volume of production is impressive
The production volume of Asprod bread and confectionery products in 2023 amounted to PLN 83,539.1 thousand. PLN (increase by 24.9%). This was due to higher product sales related to the opening of new sales points.
Bread production in 2023 amounted to 67,381.2 thousand. PLN, which constitutes 80.7% of total production. The remaining part is the production of confectionery, delicatessen, ice cream, coffee and chocolate. The main sales market is the domestic market – the West Pomeranian Voivodeship. The vast majority of bread and confectionery production (62.4%) is sold in its own chain of stores.
The company employs 173 people. In 2023, the company spent a total amount of PLN 6,456.4 thousand on investments. zloty. Its net profit amounted to PLN 13,913,836.38 compared to PLN 6,012,773.27 in 2022.
The company's revenue dynamics for 2023 was 19.79%. The increase in gross profitability of sales was caused primarily by an increase in the prices of products and goods offered and, to a large extent, conducted
restrictive cost policy.
This year, the chain plans to further develop its retail outlets.
