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Over 20 years ago, John Wallace worked for the Entenmann's family directly. Around that time, John was given the task of opening up the Midwest distribution channel for the family owned baking company.
In those days, coffee cakes and pastries were merchandised in the bread aisle. John recognized the items as an impulse buy and told the family that he wanted to move them right in the middle of the dairy section by the milk. The company thought that it was a crazy idea. So much so, that they told him not to do it!
He did it anyway. John and Bob Maslinski, a salesman that worked for John at the bakery,cut the legs of a common folding table in the back of the bakery. He then brought the makeshift display to the store, placed a tablecloth over it and loaded up product. Sales skyrocketed and Entenmann's began to crush the competition.
The rest, as they say, is history. |
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