How to finalise your launch product range

Your first, most important step is to create a focused, manageable list of products you can produce perfectly from day one. It’s far better to become known for five amazing items than to offer thirty average ones. This launch menu isn’t set in stone forever; it’s a strong, confident starting point that you can build on later.

Review your core concept

Your product list must be a direct reflection of your bakery's identity. If you're an artisan sourdough bakery, your focus should be on a few exceptional loaves. If you're a specialist cake shop, every item should fit that niche. Look back at your business concept and ensure every product you choose tells the same story to your customers.

Build around your signature bakes

You've likely already worked on developing and testing your signature recipes. These are your headline acts! Your launch menu should be built around them. Think about:

• The Hero: Which one or two products will be the star of the show? This could be your perfect sourdough loaf, the ultimate cinnamon bun, or a unique celebration cake.
• The Supporting Cast: What other items complement your hero products? For example, if you sell amazing bread, consider offering high-quality butter or local jams alongside it.
• The Crowd-Pleasers: It’s wise to include a few classic, popular items that have wide appeal, such as a beautifully made croissant or a rich chocolate brownie.

Think about balance and profit

A good menu offers variety without being overwhelming. Aim for a balanced selection across different categories and price points.

• Categories: Try to offer a small selection covering bread, pastries, and cakes to appeal to different customer needs throughout the day.
• Drinks: Don't forget drinks! Coffee, tea, and soft drinks are high-margin items and can significantly boost your average sale. A simple, high-quality coffee offering is often essential for a modern bakery.

Be realistic about production

This is where the dream of a bustling bakery meets the reality of a hot kitchen at 4 am. You must be able to consistently produce everything on your list to a high standard, day in and day out.

Before you finalise the list, sketch out a rough daily production schedule. Ask yourself: Do I have enough oven space? Do I have enough time? Do I have the right skills? It's better to remove a complicated item now than to sell out by 9 am or compromise on quality during a rush.

For example, laminated doughs (like croissants) are very time-consuming, whereas cookies or brownies can be batched more easily. Make sure your menu provides a manageable workload.

Write the final list

The final step is to make it official. Create a simple, definitive document titled "Launch Menu". List every single item you will sell, including all variations and drinks. This becomes your master list for ordering ingredients, creating labels, and programming your till system.