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Amy's Bread

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Submitted By mags123
Words 1973
Pages 8
To: James Barrett,
From: Assistant Marketing Director
Date: November 27, 2012
Subject: Amy’s Bread

INTRODUCTION

Here is the analytical report that you requested on November 18, 2012 to conduct research on www.amysbread.com in order to determine the feasibility of opening a retail operation in the Metropolitan area of New York. Amy originally went to school to study economics at St. Olaf College. Amy Scherber eventually followed her passion for baking and went to France where she learned old-fashioned baking techniques. Amy is actively involved in the community. Amy’s Bread offers a variety of artisan bread for 20 years.

FINDINGS

The webpage is organized into 6 main categories as follow: Locations, Menu, Wholesale, Shop, Press, and Our Story.

Locations
There are three retail operations located in Hell’s Kitchen, Chelsea Market, and The Village Each location is accessible by public transportation. Parking is only available in the Chelsea Market and The Village locations. Each of these locations are surrounded by pedestrian traffic in the busy city of Manhattan.

Hell’s Kitchen: Chelsea Market: The Village:
672 Ninth Avenue 75 Ninth Avenue 250 Bleecker Street
(Between 46th & 47th Streets) (Between 15th & 16th Street) at Leroy Street
New York, NY 10036 New York, NY 10011 New York, NY 10014
212-977-2670 212-462-4338 212-675-7802

Hell’s Kitchen is the first location opened up by Amy in 1992. The small, cozy café seats 12 in its perfect mix of a Parisian boulangerie and a Midwestern Kitchen. The second location to be opened was in 1996 in Chelsea Market. Up until August 2012, all of the bread was freshly baked in this location, but now the bread kitchen is relocated to Long Island City. The building that Amy’s Bread is located in also contains a whine shop, food stores, a florist, cafes, restaurants, and the Food Network offices. The Village location offers a variety of options for breakfast and lunch including scones, muffins, Irish Soda Bread, and other delightful pastries.

Menu
The menu consists of a Bread Menu and a Café Menu. The Bread Menu has 5 different types of bread.

Simple
Country Sourdough
Tangy Sourdough
French Baguette

Whole Wheat & Rye Flours
Whole Wheat with Walnuts
Whole Wheat Oat Pecan with Golden Raisins
Whole Wheat with Five Grains
Whole Wheat (Plain)
Rye with Caraway

Organic
Peasant Wheat
Country White
Wheat Baguette
Rustic Italian
Double Seeded Wheat
Miche
Whole Grain Spelt Bread

Enriched
Challah
Whole Wheat Challah
Brioche

Specialty Semolina with Golden Raisins and Fennel Peasant Wheat with Toasted Seeds Semolina with Black Sesame Seeds Walnut Raisin Pumpernickel Picholine Olive Rosemary Amy’s Signature Twists Potato Onion Dill Bread Focaccia with Onions or Rosemary Black Olive Three Cheese Bread

Amy’s Bread offers lunchboxes, pastries, special breakfasts, other sweets, savories, sandwiches, salads, and beverages as follows:

Amy’s Café Menu includes three different lunch boxes. Each lunchbox contains a sandwich, a cookie, fruit, a cold beverage, and a side of Cape Cod Potato Chips. The price varies depending on which sandwich, cookie, and beverage is chosen.

Pastries are divided up into scones, muffins of the day, and morning pastries as follows:

Scones
Oatmeal Scone with dried fruit and nuts
Cherry Cream Scone
Savory Scone with Feta Cheese, Parmesan, and Scallions
Cinnamon Walnut Scone

Muffins of the Day
Monday: Lemon Poppy and Banana Bread
Tuesday: Hazelnut Sour Cherry and Fuji Apple Oat
Wednesday: Pumpkin Walnut and Zucchini Carrot Apple Walnut
Thursday: Blueberry and Banana Bread
Friday: Double Chocolate with Cream Cheese and Pumpkin Walnut
Saturday: Blueberry and Zucchini Carrot Apple Walnut
Sunday: Hazelnut Sour Cherry and Fuji Apple Oat

Breakfast Pastries

Croissants Cheese Biscuits Chocoholic & Chocolate Sourdough Twists
Pain au Chocolat Country Biscuits Cinnamon Challah Knots
Irish Soda Bread Whole Wheat Biscuits Apple Danish
Whole Wheat Irish Soda Bread Sticky Buns Blueberry Danish
Chocolate Cherry Roll Lowfat Applesauce Doughnuts Cheese Danish
Cinnamon Raisin Twists Cinnamon Crispies Walnut Raisin Snail Granola
Almond Brioche Twist

Amy’s Specialty Breakfast includes different type of breakfast packages. Amy’s Bread offers a Parisian Breakfast, Country Breakfast, and Manhattan Breakfast. Each one includes a beverage.

Along with pastries, Amy’s Bread provides a diverse selection of other sweets.

Cupcakes
Red Velvet with Swiss Meringue
Buttercream
Black and White
Devil's Food with Chocolate Silk
Simply Yellow Cake with Mocha
Simply Yellow Cake with Pink Frosting

Big Beautiful Cookies
Chocolate Chip
Kitchen Sink
Orange Butter
Lime Cornmeal
Oatmeal Raisin
Peanut Butter
White Chocolate Cherry Chunker
Double Chocolate Pecan Chubbie
Ginger Snaps

Biscotti Chocolate Hazelnut Pepper Nut Anise Almond

Bars Brownies (with or without nuts) Blondies Butterscotch Cashew Bars Coconut Dream Bars

The sandwiches served at Amy’s bread are as follows:

Vegetarian White Bean Puree
Grilled NY State Cheddar Cheese
Roast Turkey on Semolina Raisin and Fennel
Grilled Ham and Swiss on Potato Onion Dill
Vegetarian Hummus on organic Miche
Tuna Melt, Grilled ham and Swiss on Chabatta Roll
Imported Brie and Apple.

Amy’s Bread offers a variety of salads including Tuna Salad, Hummus and Chickpea Salad, Chickpea Roasted Beet and Quinoa Salad, Cannellini Bean and Avocado Salad with Toasted Pumpkin Seeds.

Items listed under the savory section of the menu include Freshly Baked Pizza, Quiche, and Soup. Listed Below are the options provided through the week.

Freshly Baked Pizza
Monday - Potato Onion with Swiss and Provolone
Tuesday - Pesto Tomato with Fresh Mozzarella.
Wednesday - Spinach Tomato with Fresh Mozzarella

Thursday - Black Olive, Goat Cheese and Tomatoes
Friday - Fresh Tomato Mozzarella

Saturday - Three Cheese

Sunday - Spinach Tomato with Fresh Mozzarella

Quiche
Monday, Wednesday, Friday, Sunday: Ham & Swiss, Spinach & Mushroom
Tuesday, Thursday, Saturday: Ham & Swiss, Roasted Vegetable

The Soup at Hell’s Kitchen and the Village locations are served with a breadstick or a roll. Each location provides different type of soup by Hale and Hearty.

The beverages provided by Amy’s Bread are listed below:

Cappuccino or Café Latte
Café au Lait
Macchiato
Americano
Espresso
Mocha
Coffee-Regular or Decaf
Tea
Homemade Hot Chocolate
Iced Coffee
Iced Tea/ Homemade Lemonade/ Arnold Palmer
Fizzy Lizzy Juice Spritzers
Fresh Squeezed Juices
Reed’s Ginger Brew and Virgil’s Root Bear
Bottled Water

The Catering section provides different platters.
Amy’s Bread Breakfast platter
Amy’s Bread Twist Platter
Platter of Quiche
Signature Sandwich Platter
Green Salad
Coke and Bar Platter
Cookie Platter, Beverages
Cape Cod Potato Chips

The Seasonal Specials can be placed by phone or by dropping of an Order Form at the store. Currently, Amy’s Bread offers the following:
French Apple Pie
Pecan Pie
Red Velvet Cake
Decadent Chocolate Cherry Bread
Cranberry Walnut Wreath
Cranberry Orange Pecan Quickbread
Amy’s Holiday Fruit cake (new)
Decorate Christmas and Hanukah Sugar Cookie Assortment
Biscotti: Chocolate Hazlenut, Anise Almond or Hazlenut with Citrus Zest and Pepper.
Decorate Gingerbread Cookies
A Beautiful Bag of Amy’s Famous Home-Style Cookies

Wholesale
Amy’s breads are available in many shapes and sizes. The bread is freshly baked continuously throughout the day and there are three different delivery times during the day. They serve restaurants and food stors in Manhattan and some areas of Brooklyn. As of October, wholesale morning pastries and sweets have been provided.

Shop
There are several items to be purchased online. There are two cookbooks, re-usable tote bags, and bread samplers that are available for purchase.

Press
Amy’s Bread has been offered in several different articles and papers. Amy’s Bread has been featured in the New York Times—more than once, Time Out New York, and U.S. Business Executive, to name a few.
In “Uprising,” by Regina Schrambling, she describes Amy’s Bread as the “candy store of bread bakeries.” Twenty years ago, Schrambling researched many different bakeries, and found that to this day, Amy’s Bread is one of the few that still exist. At that time, the only location of Amy’s was hell’s Kitchen. She describes Amy’s variety of pastries, sweets, and other items that are offered at the bakery. Amy’s Bread has also been featured in “Off the Menu,” by Florence Fabricant from the New York Times. In this brief article, Fabricant describes how Amy’s business is constantly growing and expanding. Fabricant mentions the remodeling of the Chelsea Market store to double the retail and provide more seating. In yet another article, Time Out New York explains the love Tony Award Winner, Sutton Foster, has for Amy’s Bread. Kathy YL Chan describes Amy’s Bread in “Sugar Rush: Semolina Loaf at Amy’s Bread” to be “a sweet and easy-to-love loaf” and claims it makes for a “killer snack.” And on Amy’s cookbooks, “Baking Bites” explains that the cookbooks offered by Amy’s Bread provide “beautiful, rustic, and flavorful” recipes.

Our Story
The philosophy of the work life is to “enjoy the way we spend our days” at Amy’s Bread. Amy and the staff value a respectful work environment and believe in treating the customers properly. The Mission Statement is “to create a bakery and café that nourishes the bodies, minds, and spirits of the communities we serve.” Amy’s Bread follows the traditional baking, especially the artisan style. Baking wholesome and hand-crafted bread is very important to Amy. They also donate 8,000 pounds of bread per month. Along with this, Amy’s Bread is a believer in supporting local products and staying to serve the New York City area.
Another part of their mission statement is to provide a service to make you smile; they hope every customer leaves with a positive, pleasurable experience. Also, it is important for them to maintain a professional workplace to remain stable an continue to grow for the employees. It is a great experience to watch their employees grow even more professional throughout the years. Lastly, Amy’s Bread only uses “green” products to clean. Additionally, organic products are bought when possible and dairy products, eggs, and seasonal fruit are bought from the local area. Amy’s Bread has been continuing to improve and become more successful throughout the past 20 years, and they strive to continue this progress.

CONCLUSION
In conclusion, Amy’s Bread has been in business for 20 years. Amy initially went to school to study economics. However, she eventually fled to France to follow her passion for baking. There she learned all the traditional techniques. This allowed her to create Amy’s Bread and to start the successful bakery. There are 3 different locations: Hell’s Kitchen, Chelsea Market, and The Village. Each of these locations offer its own unique style to the customers.
Amy’s Bread offers a variety of pastries, scones, cupcakes, and other sweets. Along with this, there are different type of lunchboxes provided that include a sandwich, cookie, a beverage, fruit, and a side of Cape Cod Potato Chips. Each day, there are specials provided for muffins and pizza. Amy’s Bread provides a diverse selection of food from pastries to sandwiches to pizza to catering menus and even to their Seasonal Specials.
There are also items that can be bought from Amy’s Bread. Some items involve cook books, reusable tote bags, and a bread sampler.

RECOMMENDATIONS

Based on the findings and conclusion in this analytical report, the following recommendations are made:

1. Locate the new Metropolitan Bakery on the East side of Manhattan close to the Metropolitan Museum, Central Park, or Park Avenue in order to be surrounded by pedestrian traffic where there is easy access to public transportation.

2. We should advertise our distinct two flavors of granola: Coffee Chocolate Chip and Cinnamon Pomegranate

3. Metropolitan Bakery should promote our unique bread such as Chocolate Cherry, French Berry Roll, Honey Fig Pine Nut, Organic Country Miche, Pain Au Levain (signature bread), Raisin Nut, and Saffron Raisin Challah.

4. Metropolitan Bakery should offer organic dog biscuits and should also offer non-allergenic dog biscuits.

5. We should promote outdoor seating for pet owners, and a window where pet owners don’t have to enter the store.

6. Metropolitan Bakery should promote a daily special.

7. We should promote our merchandise because we have a large selection of items available for sale.

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Monkey

...Monkey Bread (Janelle Stratton) 3 yeast packets 1 Tbsp salt 1 Cup Sugar 1. Mix these together 4 Cups of Milk 1 Cup Vegetable Oil 2. Heat milk up over the stove until it is room temperature and pour over the dry ingrediants. 3. Add the oil to the mixture and stir. 4. If you are using an industrial mixture, attach your bread hook and gradually stir in approximately 7 1/2 cups of flour. The dough should be slightly sticky. You can add more flour later as you knead your dough. 5. Set dough aside and cover with a cloth and let it rise until it has doubled its size. If you are just making rolls then make balls roughly the size of golf balls in your hands, and put them in the oven to cook for 15-18 minutes @ 350 degress. If you are cooking monkey bread then keep going, you aren’t done yet! 6. Make the coating mixture Coating…. 1 stick butter (melted) 2 tsp ground cinnamon ¾ 3/4 cup brown sugar 7. Make small balls out of the dough (roughly the size of a golf ball in your hands) and coat them with the mixture of butter, cinnamon, and brown sugar. Make sure they are liberally coated. The more the better. If you run out, just make some more. 8. In a bundt pan, coat the shortening or spray liberally. Place the coated dough balls in the pan and stack them tightly against each other until you fill the entire pan. 9. Make the glaze mixture. Glaze…. 1/3 cup brown sugar 2 Tbsp unsalted butter 2 Tbsp Heavy Cream 10. Pour the Glaze Mixture...

Words: 397 - Pages: 2