Sugar Shed wins innovation award

The Sugar Shed achieved a top prize at the 2017 Meadow Fresh New Zealand Cafe of the Year held in Auckland on Thursday 9 February.

“It was all very top secret,” says Sugar Shed owner Fiona Logie. “We were invited to the event but had no idea.”

The Sugar Shed was presented the Goodman Fielder and Unilever Food Solutions Award for Innovation.

“It’s fabulous,” says Fiona. “It’s so good for Pukekohe. It draws people here.”

They were given the innovation award for their marketing on social media, Fiona says.

“We keep coming up with new creations and keeping bellies happy.”

Brian Woodcock, National Business Manager, Foodservice, Goodman Fielder New Zealand Limited says the Sugar Shed stood our for their intelligent and innovative use of social media marketing to drive customer engagement to increase the frequency of visitation and sales.

“They have grown their Facebook audience to over 7000 and have a loyal Instagram following.

“Delicious dessert eye candy engages patrons, enticing them into the café, creating an online community that inspires followers to share pictures of their favourite desserts which are transformed into bespoke offerings. It is this authentic customer feedback mechanism that really impressed the judges along with the wonderful range of original treats,” says Brian.

Cafes entering the competition were asked to provide a written explanation of how innovation has positively impacted their businesses.

The innovation award was a new category in this year’s Cafe of the Year awards, designed to recognise outstanding innovation.

Fiona is pleased with the award, and excited for what is to come, including being featured in Dish magazine.

“A big thanks to the people and customers who come here,” she says. “You’re what helps drive business, through your experiences and sharing on social media.”

Debbie Penhale and owner Fiona Logie