Grainery Food Co-op
Breadcrafter's primary competitor. The Grainery currently
has a customer base that regularly buys whole grain breads. These customers are
interested in healthy foods, and they will appreciate the attractive
nutritional profile of our products. Due to undercapitalization, the Grainery
will have trouble responding to the quality advantage our equipment and methods
provides. Many potential customers are reluctant to patronize the Grainery,
perceiving its patrons and employees as "too liberal". True or not,
these customers may feel more comfortable at Breadcrafter. Renee Richards, the
proprietor's wife, was formerly a Grainery bread baker. She knows their
business well.
Helmut's Pastry Shop
An established bakery specializing in pastries and doughnuts.
They have a capable facility. Due to heavy investment in pastry equipment and
relatively small bread sales, they are unlikely to react strongly to our
presence.
Twin's Bakery
Very similar to Helmut's.
The Coffee Mug
Specializing in donuts, pastries, and country clutter
handicrafts. They sell some lower quality breads. Major risk is their location,
right next door to Breadcrafter's prospective site. This risk could also be an
asset, bringing bakery customers in search of better bread to Breadcrafter.
Fred's Markets
Large supermarket with in store bakery. Fred's offers
nonscratch, relatively low quality breads and pastries at very low prices.
Their largest advantage, other than price, is the convenience of one stop
shopping. There is some possibility of future wholesale distribution of our
products.
Daley's Supermarkets
Very similar to Fred's
Taylor's
Similar to Fred's and Daley's, but smaller. Higher
possibility of future wholesale distribution.
Toothsome Foods Company
Downtown specialty foods retailer. Current employer of
Breadcrafter's proprietor. TFC has a small, undercapitalized bread program Due
to the absence of the baker, they are unlikely to compete. Proprietor will
offer to buy some of the bakery equipment. Future wholesale distribution of
contract products is a strong possibility.
Breadcrafter's production capacity will be an advantage over
the specialty stores. Product specialization will be an advantage over the
pastry shops and supermarkets. Breadcrafter's product quality will be an advantage
over all local competitors.
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