An Appetite for Growth
Testing new concepts has helped Cryer Creek Kitchens broaden its customer reach.
About Cryer Creek Kitchens
Headquarters: Corsicana, Texas
Parent company: Collin Street Bakery
Merchandise: fruitcakes, pecan cakes and other baked delicacies
Catalog launch: 1986
Inbound channels: mail, 35 percent; phone, 50 percent; Web, 10 percent
Target demographic: mail-order food buyers age 55 and older
Average order value: $64
Number of employees: 65 employees at Collin Street Bakery; Cryer Creek Kitchens has just one full-time employee plus independent contractors
Printer: Arandell
Creative director/copywriter: Gary Hennerberg, Hennerberg Group, Grapevine, Texas
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