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King's Hawaiian: Spreading Aloha beyond the Deli Aisle
內容大綱
Founded in 1950, King's Hawaiian, a Los Angeles-based bakery, operated in the competitive bread industry with an expansive list of rolls and bread, as well as a selection of other baked goods, which varied by region. As the business grew over the years, it had added production facilities and increased marketing. For decades, King's Hawaiian had focused on its core bread products, using occasion-based marketing to target consumers. However, in April 2021, with an ever-increasing market, the company had to decide whether to scale up into a mass-market company or continue to service a niche occasion-based segment by offering its unique sweet bread through in-store bakery and deli departments.