A Sweet Comeback (and How to Craft One for Your Business)

This is the second installment in Case by Case—a series where we unpack fictional business scenarios inspired by challenges seen in real life. Our goal? To offer practical, actionable insights for entrepreneurs navigating the messy, meaningful realities of building a brand and connecting with their audience.

In this post, we’re digging into a relatable problem that many small businesses face, when a once-buzzing local bakery suddenly sees fewer feet through the door—and even fewer likes online.

The Scenario: Luna’s Local Bakery

Luna’s Bakery has long been a cozy cornerstone of its suburban community, known for its handmade pastries and warm atmosphere. But over the last six months, foot traffic has dwindled. Regulars have become occasional visitors. Online engagement on Instagram and Facebook? Underwhelming at best. Luna suspects the rise of competitors and changing customer habits—like remote work and food delivery—are pulling people away.

Her current marketing efforts include:

• Posting on Instagram and Facebook 3x per week

• Seasonal in-store promos (like Valentine’s Day cupcake discounts)

• Occasional neighborhood flyer drops

• A basic loyalty punch card (buy 9 pastries, get the 10th free)

So—what now?

DNFC Consulting's Take - A Realistic Comeback Strategy

1. Audit the Customer Experience Before tweaking tactics, Luna should take a holistic look inward and examine the customer experience.

• Is the space still visually and emotionally inviting? A quick ambiance refresh—think updated window displays, cozy seating, music—can shift energy instantly.

• Is customer service still a standout? Feedback from customers could highlight pain points that Luna may not even realize exist.

• Are prices aligned with perceived value? A side-by-side review of competitors can guide adjustments or improve how value is communicated.

• Are competitors offering something she’s not? Businesses should cater to their customers' wants and, by extension, their purchasing habits.

A quick survey —both in-store and online—could reveal surprising insights from loyal patrons and lost customers alike.

2. Amplify What Makes Luna’s Special The problem isn’t always what you do—it’s how well your audience knows it. Chances are, Luna’s Bakery offers something her competitors don’t—whether it’s made-from-scratch scones or a warm, community-first culture. The key is to communicate it.

• Launch a “Did You Know?” story campaign across platforms (e.g. “Did you know we use a 100-year-old family recipe?”).

• Invite superfans to share why they love Luna’s—these testimonials can fuel social content, flyers, and packaging.

• Use in-store signage to tell your story with intention.

Why whisper your story when you could bake it into everything?

3. Adapt to New Habits Without Losing Your Soul What if Luna reimagined her menu and hours around today’s rhythms?

• Try a “Morning Moments” trial—open earlier than competitors and test traffic; or a “Late Cravings” window that caters to post-dinner sweet tooths.

• Create grab-and-go pairings: specialty pastries + drinks for commuters or coworking regulars.

• Introduce limited-edition monthly pastries or drinks. Include the community by letting them vote for the chosen flavours, and boost interaction and excitement.

Final Thoughts

The heart of Luna’s Bakery is already there. With a blend of thoughtful introspection and bold experimentation, businesses like hers can reconnect with their audience—and maybe even build a stronger, more sustainable brand. Any small business can take cues from a slump—and rise stronger than before.

About the Series

🗂️ Case by Case is a scenario series offering grounded solutions to challenges real businesses might face. Want a fresh perspective on your own situation? Let’s talk... Schedule your free consultation with us today!

Disclaimer: The scenarios presented in this series are fictional and intended for illustrative purposes only. Any resemblance to actual businesses, organizations, or individuals—living or dead—is purely coincidental.