Three options. Only one actually works for your business.
Cafe operations managers buy a wholesale bakery on a Monday morning Google search
Commercial bakery sales happen on Monday mornings. The cafe ops manager has spent the weekend short on baguettes from their existing supplier, hated the consistency on Sunday's brioche, watched a profit-margin spreadsheet bleed on a $4-a-loaf retail-bakery wholesale price, and on Monday at 7am they Google 'wholesale sourdough supplier [city]' or 'commercial bread wholesale [region]'. The first page is dominated by retail patisseries with a 'we also wholesale' afterthought paragraph, by a couple of regional brand-name bakeries with locked-in supermarket contracts, and by the Bakery Industry Association directory. The real commercial bakery doing 15,000 loaves a night, with a HACCP-audited facility, pricing at $2-$5 a loaf wholesale, a delivery van for the city corridor and capacity to take on a 200-loaf-a-day account next week, sits on page two. The cafe ops manager finds a retail bakery, gets quoted $4.20 a loaf and a 3-day notice on volume changes, signs the contract, complains about consistency in six months, and never finds the real commercial supplier who would have done it at $2.80 with overnight delivery and a per-week-flexible volume. The bigger account, a multi-site cafe chain doing 1,800 loaves a week, never even hears your name.
Good commercial-bakery marketing is three things, in this order: a customer-tier service-page library that splits small-cafe wholesale ($50-$200 a week, the easy-win starter), major-cafe-chain ($5K-$25K a month, the high-value contract), restaurant and hotel ($1,500-$5K a week, the steady consistent volume), commercial-and-corporate catering, and supermarket contract ($80K-$500K a week, the long-cycle bet) into their own pages, each ranking for its own search and stating per-loaf and per-pastry wholesale pricing tiers up front, with the production capacity, the HACCP audit status, the delivery-window matrix, and the food-safety supervisor credential called out (this is what beats a retail patisserie wholesaling on the side); a trust-signal layer that puts the Bakery Industry Association of Australia membership, the Australian Industry Group membership, the HACCP and SQF certifications, the production volume per night, the existing-customer logos (with permission) and a virtual production-floor tour above the fold; and a B2B account-based outreach engine targeting cafe operations managers, restaurant chefs, hotel F&B directors, and supermarket category buyers within your delivery radius.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the customer tiers that actually pay the contribution margin (steady mid-tier restaurant-and-hotel weekly volume as the base, major-cafe-chain monthly accounts as the high-value layer, a long-game pursuit of one supermarket contract as the moonshot) rather than chasing every cafe enquiry. Briefs the other agents so the customer-tier pages, the Monday-morning B2B ads, the production-floor social cadence and the Google Business profile all reinforce the 'HACCP-audited 15,000-loaves-a-night commercial bakery, not a retail patisserie with a wholesale afterthought' positioning.
Imports your existing site and ships a clean service page for small cafe, major cafe chain, restaurant and hotel, commercial-and-corporate catering, and supermarket contract baking, each with per-loaf and per-pastry pricing bands stated up front, HACCP certification in the header, production capacity callout, current customer logos with permission, and a 'request a sample-loaf pack' CTA. Spinning up a new line page (panettone seasonal, gluten-free, vegan, allergen-controlled) becomes a five-minute job.
Goes through your live site for the things that actually move wholesale-bakery rankings: customer-tier-specific H1s on every page, food-establishment schema with wholesale-bakery type, HACCP and SQF certification in structured data, suburb-keyword optimisation on every delivery-region page, and a Google Business Profile that beats the retail patisseries on wholesale-intent completeness. Auto-applies the low-risk fixes, flags anything touching certification or capacity claims.
Launches Google Ads on the queries that actually convert ('wholesale sourdough supplier [city]', 'commercial bread wholesale [region]', 'wholesale croissant supplier [city]', 'hotel bread supplier [city]', 'wholesale bakery contract [region]') with higher bids Monday morning through Wednesday lunch, when the wholesale-supplier change decisions happen. Excludes broad 'bakery near me' retail queries entirely. Switches Meta on for LinkedIn account-based targeting of cafe ops managers, hotel F&B directors and supermarket category buyers, off for direct retail consumer.
Turns every production shift into a credibility post in your real LinkedIn and Instagram accounts: a 3am production-floor reel of the rack ovens loaded, a carousel of the croissant lamination line, a still of the loaded delivery vans heading out at 5am, a quarterly virtual factory-tour. Builds the credibility trust signal that turns the Monday-morning Google search into a Wednesday-morning meeting. You upload one production photo or video per week, the agent drafts in your voice with customer details scrubbed, you approve.
Drafts the long-form pieces that rank for the queries cafe ops managers and category buyers Google before they switch suppliers: 'how to choose a wholesale bread supplier for a multi-site cafe', 'what HACCP certification actually means for a wholesale bakery', 'overnight delivery windows for wholesale bread in [city] explained', 'wholesale bakery pricing per loaf and per pastry by tier'. Two drafts a month, in your voice, that pull the careful wholesale buyer to your site weeks before the Monday-morning supplier switch decision.
Your first 30 days.
- Five customer-tier pages (small cafe, major chain, restaurant and hotel, commercial corporate, supermarket contract) indexed and ranking on customer-tier-specific long-tail queries
- Annual plan weighted to the customer tiers that actually pay the contribution margin, delivered by Sam
- Google Business Profile rebuilt as wholesale bakery with HACCP and SQF certifications, production capacity and wholesale line list in the description
- Monday-to-Wednesday-lunch B2B Google Ads schedule live on 'wholesale bread supplier [city]'
- Production-floor reel cadence running every fortnight, drafted from the 3am bake footage
- LinkedIn account-based outreach live to cafe ops managers, hotel F&B directors and supermarket category buyers within delivery radius
- Quarterly virtual factory-tour video drafted and ready to publish as the first cornerstone trust asset
- FoodEstablishment with wholesale-bakery type schema deployed sitewide
Commercial bakery sales don't happen at expos or in trade publications. They happen on a Monday at 7am on a Google search by a cafe ops manager who's just had a bad weekend with their current supplier. The work is making sure that when they type 'wholesale sourdough supplier [city]' or 'commercial bread wholesale [region]', the first calm-looking result is your bakery, with the HACCP certification visible, the 15,000-loaves-a-night capacity called out, the per-loaf pricing band stated, and a sample-loaf-pack request as the only CTA. Not a retail patisserie with a wholesale afterthought.
Agencies are too dear to run the five-tier service-page library and the account-based B2B outreach for $4k a month. Tools are cheap but the production-floor social cadence is the credibility signal that beats the retail patisserie, and that's the work that gets eaten by the 3am bake start. In-House is the third option: for $299 a month the agents ship the customer-tier pages, launch the Monday-morning ads, post the production-floor reels, and keep your profile beating the retail bakeries on wholesale intent. You stay in the driver's seat, two taps to approve. Stop watching the major-chain account go to the patisserie that doesn't actually have the capacity.