Behind The Idea: Bakertweet

Laura Jordan-Bambach is Executive Creative Director at digital agency LBi. A self-confessed baked goods addict, Jordan-Bambach has spent the last year enjoying Bakertweet – a  product that, no matter what you may think of Twitter, ‘is a beautiful collision of the social network with good old-fashioned golden bakery goodness.’  The device tells its Twitter followers that something hot and fresh has just popped out of the local bakery’s oven.

It was designed by digital agency Poke who are based across the road from the Albion Café – their local bakery.  “We spend most of our days at Poke fixing other people's problems,’ says Creative Director Nicholas Roope.  “So it was nice to solve our own for a change.”

In order to be the first to know when ‘temptingly toasty fresh baguettes’ are ready, they installed a device that allows the baker to simply turn a dial to indicate what’s ready.  At the hit of a button and with the help of a simple web interface, followers get a Twitter alert.  The baker can sign into his or her Bakertweet account, customise the items on offer, and keep their list of products up to date for customers.

Loyal follower Jordan-Bambach says it’s a service that not only captures the imagination, but also “killed my dreams of a carb-free summer”.  Professionally speaking, not only does it take advantage of digital communications, it’s “a smart bit of product design – a robust digital box built for bakers’ floury fingers.”

But isn’t this all a bit frivolous? Not at all, insists Jordan-Bambach. “It’s hard for small businesses to differentiate themselves online these days. How do people find you?’ she says.  Search engine results are very important to a small brand’s success.  Many have to spend a fortune on tools like Google words, just to make sure they’re found.

Thanks to Bakertweet, the Albion Café rose to #2 in Google under the keyword search “fresh bread London”. With over 1600 following @albionsoven, there is clearly demand for the service.  And, Roope adds, “It was nice to prove that Twitter can be more useful than the banal naval-gazing for which it is famed.”

So what’s the future for Bakertweet?  Apparently the next generation is currently in development, but not for a bakery.  Roope thinks a rebrand may be in order.

 

 

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There is currently just one Baker Tweet in existence, built by the folks at Poke Design in London. Not coincidentally, the box sits in the Albion bakery across the road from Poke HQ and the workers there can then beat all others to the hottest, freshest bread.

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Everyone knows the best time to get your baked goods is when they're fresh out the oven. So we figured that this could be a killer use of Twitter. Letting followers know that fresh goodies are ready right now. But bakeries don't want laptops or phones lying around in the kitchen. Flour, eggs and technology don't mix so well.

So we built BakerTweet.

It's a bespoke piece of hardware (with Arduino-based guts) that allows our friends at Albion across the road to select what's just been baked and ping the relevant Twitter message to local customers. Meaning that you can time your trips to Albion to pick up the freshest freshness.

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