Catherine Clark, the American bread king who broke out of the kitchen, advertised her own bread as "the freshest food", and in order to win the trust of consumers, she specially marked the baking date on the packaging, and promised not to sell bread that had been stored for more than 3 days.

At first, this rule caused her huge trouble. Because a new product is launched, sales are unlikely to improve immediately. Once there is a lot of inventory, it is quite difficult to strictly enforce the "no more than 3 days" rule. In particular, most of the dealers are afraid of trouble, and although the expired bread is collected by Catherine, they are not willing to check it every day in exchange for transfer, and prefer to leave the expired bread in the store to sell.

Many people also complain that Catherine is too serious, and a loaf of bread can't be broken after 3 days, so why do you have to change it every 3 days?

Catherine believes that the freshness of what is eaten is the most important condition. As long as you establish a good reputation in the minds of consumers, your own bread is different from other people's bread, and you are half the battle.

Catherine has implemented a new approach to dealing with dealers. The company sent someone to send the baked van directly to the dealer, arranged a cycle table according to the region, delivered it every 3 days, and at the same time took back the unsold bread from the dealership. If a store sells out of stock in less than three days, you can call us at any time and have it delivered to your door immediately.

This method troubled herself and made it convenient for the dealer, but she insisted on implementing her principle of "not selling for more than three days", ensured the freshness of the bun on the market, and strictly demanded her own employees, and fate finally gave her a dramatic publicity opportunity.

One autumn, a major flood caused a shortage of bread. In the absence of special instructions, the field staff of Catherine went out to the dealers according to the circulation table to deliver freshly baked bread and collect bread that had exceeded the deadline.

One day, the delivery crew took a car to recover a batch of expired bread from several remote stores. On the way back, I stopped in front of a dealership in a densely populated area, and was immediately surrounded by a group of bread grabbers, offering to buy the bread in the car.

The delivery man explained that the bread was expired and could not be sold to everyone, but was misunderstood as trying to hoard it, and the more people gathered around, several reporters joined in.

The transporter was forced to explain: "Ladies and gentlemen, please believe me, I don't want to hoard and speculate and refuse to sell, but we are too strict. The bread in the car was all expired, and if the boss knew that I was selling expired bread to customers, I would have been fired. Therefore, I beg your pardon. ”

Due to everyone's urgent need for bread, this cart of bread was quickly "forcibly bought" under the "tacit understanding" of both parties.

The scoop that several journalists will receive has been vigorously exaggerated and published in the newspaper, and it has become a sensational news. Catherine's bread is fresh, honest and impresses consumers.

In the above-mentioned bread turmoil, Catherine accused the courier of violating the rules by selling expired bread to customers (which is reflected in the courier's concerns), but in fact "scolded" other bakers for not having fresh bread. This is a clever plan to "finger the mulberry and scold the Huai" to establish a good image of the freshest bread of oneself. Naturally, it has a huge appeal for consumers who are often deceived.

Because of this, Catherine has completely transformed a small family-run bakery into a modern large enterprise in just a dozen years, with an annual turnover of more than $20,000 to $1 million, and has become one of the world's economic powerhouses.