Cultivating brand loyalty fosters greater consumer connection

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Cultivating brand loyalty fosters greater consumer connection

15 Jun 2026

Maggie Glisan

Maggie Glisan covers consumer trends and emerging markets for the Commercial Baking media group. She spent the bulk of her 15-year career as the senior food editor at Better Homes and Gardens, where she was responsible for producing, writing and editing stories and developing recipes for the monthly magazine and special interest publications. Prior to that she worked as graphic designer and assistant art director in the Food Group at Better Homes and Gardens, where she took on an increasing role in content creation and editorial development.

KANSAS CITY, MO — In the food and beverage space, it takes more than an ad campaign to capture and retain consumers’ attention … and dollars. As the younger generation steps into their buying power, companies that can find ways to engage consumers in a personal fashion can build up a loyal following.

With various possible points of sale both in-person and online, transactional data can help inform opportunities for personalized marketing, especially through systems such as loyalty programs.

In foodservice, brands like Panera Bread have embedded personalization directly into their loyalty ecosystems. Rather than relying on one-size-fits-all discounts, the company’s MyPanera program uses purchase history and visit frequency to generate individualized rewards. For example, breakfast regulars see bagel incentives, while lunchtime guests receive soup-and-sandwich offers.

Other bakery-focused chains have taken similar approaches. Crumbl leverages its app-based loyalty platform to track flavor preferences across its rotating weekly menu, prompting return visits when profiles align with past purchases. Nothing Bundt Cakes uses birthday triggers and celebration reminders to anticipate occasions. In each case, personalization goes beyond point accumulation, pinpointing relevance and reinforcing known behaviors.

For CPG manufacturers, the infrastructure may look different, but the objective remains the same. Collaborations with retailer loyalty platforms, digital coupon programs and brand-owned email clubs offer pathways to build first-party relationships.

“Loyalty is really about recognition,” said Moe Ismail, senior VP of product management at Epsilon. “It gives you the framework to understand how often someone buys, what they prefer and when they’re most likely to engage.”

Email remains a logical starting point. In fact, 71% of shoppers say it is their preferred way to hear from brands. Unlike social platforms governed by shifting algorithms, email offers direct access and measurable engagement. But even here, timing and sequencing matter, and there’s no universal approach.

According to Amperity, a third of Americans say they want relevant offers to begin immediately after signing up or creating an account, 29% would rather wait until after their first purchase, and 25% prefer having a few transactions before brands begin tailoring recommendations.

“The key is to test and learn,” Ismail said.

“Loyalty is really about recognition. It gives you the framework to understand how often someone buys, what they prefer and when they’re most likely to engage.” — Moe Ismail | senior VP of product management | Epsilon

Similarly, Shelley Balanko, senior VP at The Hartman Group, believes the path forward requires reframing personalization as service.

“When it’s done well, personalization feels like hospitality,” she said. “It’s the difference between walking into a bakery where the staff knows your order and one where you have to explain yourself every time.”

In digital terms, that might mean recognizing dietary preferences, surfacing previously purchased items or suggesting complementary products without overwhelming the consumer.

AI is poised to amplify both the opportunity and the complexity. As shoppers increasingly turn to voice assistants and conversational search, product data must be structured in ways machines can interpret. Ingredients, dietary attributes and usage occasions become signals that influence discoverability.

“AI doesn’t guess,” Ismail said. “It works off the data you give it.”

For bakery brands, that reality elevates what might once have been considered back-end details. Clear ingredient metadata, consistent naming conventions and integrated customer profiles become competitive assets. At the same time, privacy expectations are evolving. Consumers are willing to share information when there is tangible value in return, but missteps can quickly erode trust.

Meanwhile, younger demographics heighten the urgency. With Gen Z’s purchasing power climbing, brands cannot afford to rely on broad, universal messaging. This generation expects seamless digital fluency between inspiration, information and transaction. A recipe viewed on social media may prompt an in-store purchase later that week, and if brands don’t connect those touchpoints, they miss opportunities.

For commercial bakers navigating tight margins and complex retail relationships, the path forward may begin incrementally: building first-party email lists, collaborating with retail loyalty programs and investing in systems that unify customer data.

“You don’t have to do everything at once,” Ismail said. “But you do need a roadmap. Personalization is not a campaign. It’s a capability.”

That distinction aligns with Balanko’s broader view of digital food engagement.

“We’re moving from content-driven marketing to context-driven marketing,” she said. “It’s not just about showing up. It’s about showing up appropriately.”

In a category built on routine — the weekly loaf of bread, the breakfast staple, the lunchbox cookie — appropriateness often means anticipating needs before the consumer articulates them.

Ultimately, personalization in the bakery aisle mirrors shifts across the food industry. Consumers are signaling they value recognition, consistency and utility. They are also signaling impatience with irrelevant outreach. For brands, the opportunity lies in bridging that gap, and that means investing in the infrastructure to understand customers holistically and translating that understanding into timely, respectful communication.

In a marketplace where even staple categories compete for attention, relevance becomes a differentiator. The loaf that arrives in a shopper’s inbox at the right moment — tied to habits, preferences and schedule — stands a better chance of landing in the cart. In an industry defined by repeat purchase, that moment of recognition can make all the difference.

This story has been adapted from the April | Q2 2026 issue of Commercial Baking. Read the full story in the digital edition here.

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