PipeflowFresh from the bakehouse, fresh online.
Pipeflow plans posts for Instagram and LinkedIn every week from your breads, pastries and bakehouse. You just approve them.
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This is our sourdough. It needs time, warmth and care, and that's exactly why our bread tastes so rich and stays fresh for so long.
Example of a text tileWhy it usually gets left undone.
You get up while others are asleep
After a night in the bakehouse, you're in no mood for writing captions. And yet your craft is exactly what customers want to see.
Real baking versus bake-off stations
Many customers don't know what makes a real bakery different from reheated goods. You need to show them.
Not enough young recruits
Apprentices and skilled bakers also look for businesses online. A visible bakehouse helps you find staff.
Where the topics come from.
From your bakehouse
Starting the sourdough, shaping the dough, the bread coming out of the oven and the work through the night.
From your range
Bread of the week, wholemeal and spelt, breakfast pastries, seasonal bakes for Easter and Christmas.
From your shop
Flour from the region, ingredients without additives, pre-orders for the holidays and the team behind the counter.
An example week.
How Pipeflow could plan a week for you.
Monday: Hand shaped Kaiser rolls
A photo of the rolls on the tray, freshly shaped and not yet in the oven. At the start of the week it shows how much handwork goes into your baking, and everyone understands that straight away.
Wednesday: The crust up close
A close up of a sliced loaf showing crust and crumb. Pictures where you can almost hear the crunch are the best argument a bakery has.
Friday: What's waiting on Saturday morning
A text tile or a photo of breakfast pastries with your Saturday opening hours. That way regulars know on Friday whether there will be plaited loaves or croissants, and until when you are open.
Three ideas for bakeries.
- 01
Bread of the week
A special bread that's only baked this week. It makes people curious and brings customers in to try it.
Example This week we're baking a walnut rye bread. Only until Saturday, while stocks last.
- 02
Hands in the dough
A close-up of hands shaping dough or twisting pretzels. You can see handwork straight away.
Example Every pretzel here is twisted by hand. It takes longer, but you can see and taste it.
- 03
Where does the flour come from?
A photo of the flour sack from the mill you work with. Regional origin matters to many customers.
Example Our flour comes from a mill in the region. Short distances, farmers we know and grain we trust.
Tips for bakeries.
Photograph it fresh from the oven
Bread looks its best in the first minutes out of the oven, while it still shines and steams. Keep your phone within reach and take two pictures during the night shift when everything is coming out anyway.
Keep your branches apart
If you have several shops, say where a particular bread or offer is available. Nothing is more annoying than driving to the wrong branch for a specific loaf.
What's behind the pre-dough
Terms like pre-dough, rye sourdough or long fermentation are second nature to you. Half a sentence on what that means for taste and shelf life makes the difference to supermarket bread visible.
Announce seasonal bakes in good time
Carnival doughnuts, Easter bread, All Saints' plaits and Advent biscuits come every year. If you announce the start a few days ahead, customers can pre-order and you can plan quantities better.
How Pipeflow helps.
From your website
Pipeflow reads what you offer and plans posts from it. No website? A few sentences about your business are enough.
With images
Photos from your website, your own photos, AI images or text tiles in your colours.
You approve
Nothing goes out until you approve it. You can edit, ask for a rewrite or pause at any time.
FAQ.
Can Pipeflow publish posts early in the morning?
Yes. You choose the time yourself, for example early in the morning when people check their phones on the way to work.
Can I set required information such as allergens?
Before every publication, Pipeflow checks for the required information you set and for words that should never appear. You remain responsible for the content itself.
Do I need professional photos?
No. Phone photos from the bakehouse often feel more genuine. Pipeflow can also use photos from your website or text tiles in your colours.
Is it a problem if I show almost nothing but bread and pastries?
No, that is your core and it's what people want to see. Variety comes from the occasion, the light and the story: one time the dough, one time the team, one time the bread on the breakfast table. That keeps it from getting monotonous even though the subject stays the same.
How do I show the night work without it sounding like complaining?
Tell it as part of your craft, not as a sacrifice. A photo of the lit bakehouse in the middle of the night with one sentence on why you start so early comes across as proud and honest. That is exactly what customers, and potential apprentices, appreciate.
Instagram or LinkedIn, which suits a bakery?
For customers in the shop, Instagram is the more important channel. LinkedIn is worthwhile if you are looking for apprentices, deliver breakfast to businesses or work with restaurants. Pipeflow plans separate posts for each channel.
What does Pipeflow cost?
Pipeflow is in its pilot phase. You can try it free.