Unit 4

Communication with customers

 

communicate with customers

In the beginning of this module, we noted that the profession of the baker/confectioner doesn’t really work directly with customers most of the time. Similarly to the cook, bakers and other bakery staff work mainly within the kitchen or the food production facilities and they rarely go out to communicate with clients. Most of the time the person at the register (or the bakery clerk, as we’ve addressed them here) is in contact with customers more than anyone else from the personnel and handles most of the communication and questions.

However, in the occasions when you might be required to answer customer inquiries and handle other problems, it is good to keep in mind the following pieces of advice. Be friendly and explain everything clearly and without rush. Don’t use complicated terms that the customer might not understand, explain the food preparation and ingredients in a way that’s easy to grasp and make sure to recommend a few items that you personally love. That will give the customer the impression that you really know what items you’re selling

    DIALOGUE 1:

Customer: Excuse me, can you tell me about this cake?

Bakery Clerk: Oh, that is our bestseller. It’s a Battenberg cake. Very soft and delicious, you will definitely enjoy it!

Customer: What kind of flavor does it have? A)………………………………………….?

Bakery Clerk: Of course. I’ll ask the pastry chef to come out. He’ll be able to explain it to you the best.

[pastry chef meets the customer]

Pastry Chef: Good afternoon, ma’am. How may I help you?

Customer: I want to know about the Battenberg cake. What is it made from?

Pastry Chef: Ah. The cake is made from two mixtures – one for the almond sponge and one for the pink sponge. The ingredients are mostly the same for both. We use almonds and almond extracts as well as vanilla extract, butter, golden caster sugar, eggs, and flour.

Customer: B)………………………………….? Is it the same as brown sugar?

Pastry Chef:  Not quite. It’s a type of sugar which has a more golden or yellowish color than regular sugar and has a more of a caramel flavor. As for brown sugar, it’s more densely packed and has a molasses flavor. 

Customer: The cake is for my son’s birthday party, so I want something really sweet. C)…………………………………………….

Pastry Chef: Then this cake will definitely do the job. Apart from the other sweeteners, it also uses apricot jam which adds to the sweet flavor.

Customer: Is the pink part of the cake made with food coloring?

Pastry Chef: Yes.

Customer: I’m worried about using artificial food coloring. I’ve heard that it’s not good for the kids to eat that and can cause health issues or food poisoning.

Pastry Chef: We make sure to use 100% safe ingredients in all our food preparation. The food coloring is tested in various labs, and I assure you it’s perfectly safe, ma’am.  We’ve never had a case of food poisoning before. 

Customer: That’s good to hear. D)………………………………………….. Is that ok?

Pastry Chef: Yes, of course. We could substitute it with some strawberry sauce to give it a similar color.

Customer: Oh, strawberries are fine. My son likes all kinds of fruit. Thank you. 

Pastry Chef: May I ask, how many people will be at the party?

Customer: Around 10 kids plus a few parents. 

Pastry Chef: We offer three sizes – the small is for 4 people, medium for 8 people and the largest size is for 15 people. 

Customer: Then I’ll take the largest size. 

Pastry Chef: Excellent. E)………………………………………………..?

Customer: Yes, I’d like to arrange a delivery.

Pastry Chef: Of course. I’ll let our bakery clerk assist you with the arrangements and the payment. Thank you and have a wonderful day, ma’am.

Customer: Thank you.

Exercise 1: Reading comprehension 

Read the sentences 1-5. Try to put them in the correct gaps in DIALOGUE 1. 

  1. Can you tell me more about it?
  2. Would you like to pick it up in the bakery yourself or have it delivered to your home?
  3. I’d still feel more at ease if you didn’t add it in.
  4. What’s golden caster sugar?
  5. He loves sweet and sugary flavors the most.

 

Language at work 1 – useful phrases

 
  • That is our bestseller 
  • What is it made from? 
  • I want something really sweet.
  • This cake will definitely do the job.
  • Artificial food coloring
  • We make sure to use 100% safe ingredients in all our food preparation.
  • We offer [different] sizes (of cake) 

Exercise 2: Reading Comprehension  

 

    DIALOGUE 2:

Baker: Good morning, sir. May I be of assistance today?

Customer: Hello. Yes, I’m trying to choose some desserts but I’m not sure….

Baker: Can you tell me a little bit more about what you’re looking for? Something sweet perhaps? Or maybe something saltier? We offer baked goods with different fillings.

Customer: I think I want something less sweet today but with a slight sour aftertaste?

Baker: Hmm, then may I offer the new batch of croissants we just put out? They’re straight from the oven so they’re incredibly soft and warm and the filling is a jam made from fresh plums.

Customer: Plums?

Baker: Yes. They’re both sweet and sour and when they’re made into a jam, it leaves a pleasant aftertaste that’s refreshing and not too sweet.

Customer: Hm, ok, I’ll take three of those.

Baker: Certainly! If you don’t mind, may I also offer our selection of bagels?

Customer: What kinds do you have?

Baker: We have cinnamon bagels and plain ones, as well as cream and cheese bagels topped with sesame seeds. Since you said you’d prefer something less sweet today, I think the cream and cheese option would be perfect. Or you could get a couple of the plain ones and have them with a spread of butter later.

Customer: That sounds like a very good idea actually. Ok, you convinced me. I’ll take two plain bagels and two with cream and cheese.

Baker: Splendid! I’ll ring you up right away, sir. Thank you for coming to our bakery and I hope to see you again.

Customer: Thank you. Have a nice day too. 

Language at work 2 – useful phrases when making suggestions to customers
  • May I be of assistance today?
  • Can you tell me a little bit more about what you’re looking for?
  • May I offer the new batch of…...
  • May I also offer our selection of bagels?
  • Since you said you’d prefer……
  • I think the […….] option would be perfect.
  • Thank you for coming to our bakery
  • I hope to see you again.

Exercise 3: Writing 

Listen DIALOGUE 2 in pairs and connect the food items mentioned in the text with the correct photo, given below. One of the photos is unnecessary.

Answer the questions about it:

  1. Which food item is it?
  2. Would it have been a good choice for the customer’s taste?
  3. How would you try to convince the customer to buy if you were the baker? Write down your ideas in your notebook and share with the class.

Exercise 4: Roleplay 

Work in pairs and create a dialogue between a customer and a pastry cook where you discuss the preparation of a specific type of dessert and the different options for things like food coloring, type of sugar, decorations, available sizes, etc.

Exercise 5: Drag and Drop Vocabulary Match 

Exercise 6: Multiple Choice Quiz

Exercise 7: Roleplay Scenario Generator

In this exercise, you and your partner will engage in roleplay conversations as bakery staff and customers. Use the scenario generator to create different bakery-related scenarios and practice your communication skills. Choose one scenario at a time and take turns playing the role of the bakery staff and the customer. Be creative and think about how you would respond in a real bakery setting.

Scenario Generator

Customer with Allergies:

You are a customer with severe nut allergies. You're looking for desserts that are completely nut-free. As the bakery staff, recommend some safe options and reassure the customer about the ingredients used.

Pre-Order for a Celebration:

You are a customer who wants to pre-order a cake for your friend's birthday party. You need a cake that can serve about 15 people. As the bakery staff, discuss cake flavors, decorations, and pick-up/delivery details.

Gluten-Free Request:

You are a customer who follows a gluten-free diet. Inquire about gluten-free options and ask about the measures taken to prevent cross-contamination. As the bakery staff, suggest suitable desserts and explain the gluten-free process.

Low-Sugar Desserts:

You are a customer looking for desserts with lower sugar content. Express your concern about sugar intake and ask for recommendations for desserts that are not overly sweet. As the bakery staff, suggest options with reduced sugar and highlight their flavors.

Origin of Ingredients:

You are a customer interested in knowing where the bakery sources its ingredients from. Ask about the origin of flour, fruits, and other components used in the desserts. As the bakery staff, provide information about the sourcing and quality of ingredients.

Exercise 8: Virtual Bakery Menu Creation

Instructions:

In this creative exercise, you will have the opportunity to design your own virtual bakery menu. Imagine you're the owner of a bakery and it's time to showcase your delicious offerings. Follow the steps below to create your menu:

Task:

Bakery Name: Start by giving your bakery a creative and catchy name. This will be the title of your menu.

Bakery Logo: Design or find a simple logo that represents your bakery. Include this logo at the top of your menu.

Dessert Selection: Choose at least five different desserts from the dialogues or come up with your own. These could include cakes, pastries, cookies, bread, or other bakery items.

Item Descriptions: Write a brief description for each dessert item. Include details about the ingredients, flavors, and any special features. Be creative in describing what makes each dessert unique.

Prices: Assign prices to each dessert item. Consider the complexity of the dessert, the ingredients used, and the portion size when setting the prices.

Images: Find or draw images for each dessert item. These can be simple sketches, clip art, or images found online. Include an image next to each dessert description.

Specials and Promotions: Include a section for any specials, promotions, or discounts you'd like to offer. For example, you can mention a "Buy One, Get One Half-Off" deal or a "Daily Dessert Special."

Contact Information: Include the bakery's contact information, such as phone number, email, and social media handles, at the bottom of the menu.

Presentation:

You can create your virtual bakery menu using any digital tool you're comfortable with, such as a word processor, graphic design software, or even a simple PowerPoint presentation. Be sure to use appealing fonts, colors, and layouts to make your menu visually engaging.