Bakers Delight

How Bakers Delight increased engagement with approved local marketing across more than 520 bakeries

See how Bakers Delight gave franchisees a simpler way to create locally relevant marketing while strengthening brand consistency across its national network.

Executive Summary

Bakers Delight implemented Sesimi to make approved local marketing easier for franchisees to create and more consistent across the network.

The platform now supports more than 520 bakeries and generates an average of 902 downloads each month.

520+	902	+38%
Bakeries supported across Australia	Average monthly downloads	Increase on the previous monthly download benchmark

“When we went to tender, what made Sesimi stand out was we saw a company that we could really grow with and a platform that would also grow with us.”

– Andrea Biagini, Loyalty Program Manager, Bakers Delight

The Challenge

Bakers Delight’s previous content platform was difficult to use, limiting adoption across its franchise network. Many bakery owners instead used external tools to create local marketing, resulting in inconsistent branding and unapproved customer-facing materials.

The local marketing team also received frequent requests for bespoke assets that franchisees could not create through self-service. Bakers Delight needed a simpler platform that could increase adoption, support local marketing and protect brand consistency across more than 520 bakeries.

The Solution

Bakers Delight implemented Sesimi as a central platform for approved brand assets, governed templates and local marketing.

Franchisees can now customise materials for their individual bakeries while protected product names, imagery, logos and other brand-critical elements remain controlled. Common materials such as trading-hours signage, recruitment campaigns, event collateral and digital assets are available through self-service templates.

Sesimi also connects Bakers Delight’s internal pricing data with approved basket-label templates through an API integration. This reduces manual updates while helping maintain accurate pricing, product names and nutritional information across the network.

Result

Bakers Delight now records an average of 902 downloads per month, 38% above its previous monthly benchmark. The platform has 129 monthly active users creating and accessing approved local marketing materials.

Stronger franchisee engagement

More franchisees and operations team members are using the approved platform instead of external design tools, increasing engagement with governed marketing assets.

Greater brand consistency

Support office has greater visibility across local marketing and increased confidence that customer-facing materials use approved imagery, messaging and brand elements.

More efficient local marketing

Self-service templates allow franchisees to create commonly requested materials independently, reducing bespoke design requests and giving the local marketing team more time for broader initiatives.

Read the complete Bakers Delight case study

Explore how Bakers Delight introduced Sesimi, connected bakery pricing data with local marketing and increased franchisee adoption across its national network.