The confectionery market is undergoing a transformation where excellence in customer relationships has become as crucial as the flavor of the recipes themselves for ensuring loyalty and competitiveness.
In today’s consumer landscape, technical product quality alone no longer sustains a brand’s success. A recent survey by PwC Brasil indicates that 52% of customers abandon companies after experiencing unsatisfactory service.
Within this group, 29% of decisions to sever ties are specifically due to failures in the quality of service, whether provided in-person or through digital channels.
This reality directly challenges the sweets and desserts segment, where the sensory experience must be accompanied by impeccable support. For brands seeking to stand out, the challenge lies in balancing the sophistication of artisanal production with a purchasing journey that delights the public from the moment they view the display case to post-purchase support.
The strategy behind the counter
For Felipe Noronha, CEO of the São Paulo-based chain Doce Magia, the perception of value in the gastronomic sector is built through a precise combination of elements. The executive argues that the standardization of units and the training of teams are the pillars that support the consumer’s emotional connection, transforming a simple purchase into a long-term relationship.
The purchasing process in the food service sector begins with the presentation of the display case and is consolidated through store standardization, support provided by teams, and the consumer’s emotional memory.
This professionalization movement is gaining momentum as the out-of-home dining market heats up. In 2025, the bar and restaurant sector generated R$ 495 billion, surpassing the R$ 455 billion mark from the previous year, according to data from Abrasel.
In parallel, the 10.8% growth recorded by the ABF in the Food Service franchise segment is raising the competitive bar, making customer retention an even more valuable asset.
Operational efficiency as a focus on the customer
To grow without losing identity and technical quality, many chains are moving toward centralized production. This model allows for rigorous control of technical specifications, which mitigates product variations and ensures consistency across all units in the chain.
By shifting the complexity of production to a centralized structure, companies can free up their front-line teams for a strategic function: humanized service. Professionalized management thus seeks to harmonize rigorous processes with the emotional appeal that defines the sweets market.
The future of bakeries and confectioneries depends on brands’ ability to integrate technology and efficient processes without mechanizing the care and attention given to the customer. With a growing market and increasingly demanding consumers, the strategy of placing customer service at the center of business decisions will be the primary watershed between success and obscurity.