An Appetite for Growth

This test was a significant breakthrough, because even with a catalog full of cheesecakes, tea breads, cookies and pies, pecan cakes now account for more than 50 percent of Cryer Creek’s sales. A rollout of the new creative to the combined Collin Street Bakery and Cryer Creek Kitchens customer database in 2004 resulted in a “banner year for new customer acquisition,” says Means. Indeed, Cryer Creek Kitchens made last year’s Catalog Success Top 200 list with a leap of 30 percent in its 12-month housefile.