Disappearing in seven seconds: why cafes need quick and effective solutions for their bakery counters

It is possible that bakery-café owners are overestimating the time customers spend choosing what to buy.

New data from The Original Baker, a Yorkshire bakery supplier, suggests that most over-the-counter purchasing decisions are made in a matter of seconds.

In a fast-paced cafe or takeaway, customers quickly scan, filter, and select their options based on what is clear, familiar, and worthwhile, rather than carefully comparing choices.

“We could call it the 7-second rule,” writes Kevin Walton, marketing director at The Original Baker. “It’s not a hard and fast law, but it is a useful way of describing what actually happens: first impressions are formed quickly, and competitors win or lose in that brief moment.”

According to experts, the purchase decision process at a counter consists of three stages:

• Commitment: a decision is made, often even before reading the label.

Walton highlights how, if products are not immediately appealing, "something subtle but powerful happens... price becomes the only differentiating factor."

This has significant implications for how operators approach menu design and product range.

“Many cafes try to offer too much variety,” Walton adds. “Actually, simplifying the offering and making the products easier to understand can have a much greater impact on sales.”

Other recommendations from The Original Baker include promoting a single exceptional product, such as a delicious sausage roll or a perfectly baked cake, which they claim can outperform ten average items. Walton cautions that too many products create confusion without any one standing out, so none get chosen.

It's also important to consider the height and placement of the products, as those slightly elevated or in the foreground convey greater prominence. Likewise, color contrast can be very effective; for example, golden pastry, a glossy glaze, and well-defined layers all help to convey freshness and quality.