How did Doughappy Bakery pivot to online sales during the pandemic?

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Doughappy Bakery's Pandemic Pivot to Online Sales

Doughappy Bakery transitioned to an online sales model during the Covid-19 pandemic by leveraging WhatsApp for orders and focusing on social media platforms like Instagram and Facebook for marketing and customer engagement. This strategic shift was necessitated by a significant drop in sales and the absence of their usual foot traffic following lockdown measures. The bakery now releases its weekly menu on social media, collects orders digitally, and manages deliveries or customer pick-ups, a system that has helped them save time and reduce waste.
Transition to WhatsApp Orders

Following the implementation of the Covid-19 lockdown, Doughappy Bakery experienced a substantial loss of customers due to the abrupt nature of the restrictions, which left insufficient time to collect customer contact information. While they received consistent weekly support from regular customers within their immediate neighbourhood, overall sales plummeted by as much as 80 percent. This situation prompted a strategic re-evaluation, leading the duo to place their business on hiatus to regroup and develop a new operational plan, which included adopting WhatsApp for order taking.
Embracing Social Media for Marketing and Sales

Prior to the pandemic, Doughappy Bakery had already begun using Facebook for marketing purposes. However, they expanded their digital presence by venturing onto Instagram, finding it yielded a higher level of interaction and customer response compared to Facebook. This enhanced engagement on Instagram proved crucial for their pivot to online sales. The bakery now strategically releases its weekly menu every Monday night via Instagram and Facebook stories, inviting customers to place their orders directly through these platforms.
Implementing a Pre-Order and Delivery System

The bakery's current sales process is centred around this social media-driven pre-order system. After customers place orders via Instagram or Facebook, Doughappy Bakery diligently collects and confirms these orders before arranging for delivery on designated dates. Customers also have the option to collect their orders directly from the bakery's location or to arrange their own third-party delivery services. This structured approach to order management and fulfillment has proven effective in streamlining operations.
Benefits of the Online Model

The adoption of a pre-order system has brought significant operational advantages to Doughappy Bakery. It allows the business to better manage production, thereby reducing wastage from unsold baked goods and saving valuable time. While this online model has led to increased revenue surpassing their previous food truck sales, it has also resulted in extended working hours for the couple, who now dedicate more time to recording orders, packing, and coordinating deliveries, a contrast to the immediate sales transactions of their food truck days.

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How did Doughappy Bakery pivot to online sales during the pandemic?

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