Many in the baking industry have, by now, heard of Gordon Gafa. Heading up Tesco’s bakery division since 2015, Gafa has been responsible for an overhaul of the supermarket giant’s in-store bakeries, with a new look and expanded product range, first deployed in early 2016.
When Gordon addressed the 2016 BSB Autumn Conference as our keynote speaker, just 22 weeks after opening the first of the new-look ISBs, each of the, then 30, redesigned bakeries was showing close to double-digit sales growth. Back then, Tesco had deflated prices by 5% in the bakery category in order to remain competitive during the heyday of the ‘discounter’ supermarkets, managing to increase turnover while reducing Tesco’s reliance on special offers, giving the category more price stability.
Gordon was also happy to report at our conference that Tesco’s annual supplier survey had shown 94% of bakery suppliers said that they were satisfied, or very satisfied with dealing with Tesco. This was a significant increase on previous years for the company, as was their internal staff survey, which showed 90% of employees reporting that Tesco was a great place to work.
New product development and purchasing also played a big role in the redevelopment, with sales growth on new product ranges more than double core range growth! In the pilot store – Maldon Tesco Extra – this growth carried over into the store’s plant bakery suppliers as well, with bakery overall seeing a 6.6% uplift.
Alongside all this, when Gordon presented his paper in 2016, Tesco had just been awarded ‘Britain’s Favourite Supermarket’ at The Grocer Awards, proving that the supermarket was rebuilding its reputation among consumers. 18 months later, Gordon Gafa will provide an insight into the successes of the scheme since its nationwide rollout, and new challenges faced.
Fresh from winning the Supermarket Bakery Business 2017 award at last September’s BIAs, Gordon will return to this year’s BSB Spring Conference to deliver his paper: Tesco’s Winning Ways to Build Success, showcasing how the changes implemented over the past two years have improved Tesco’s customer offerings and rebuilt trust in the brand.
We look forward to welcoming Gordon back to the BSB conference on April 25th.