Case study · Freyja The Bakery
Online ordering that also organises the bakery’s kitchen.
An artisan bakery in Budapest got an online ordering system that not only serves customers but also organises the kitchen’s daily work. The marketing for the bakery’s new network of pickup points is built on top of it.
- Client
- Freyja The Bakery, artisan bakery, Budapest
- Scope
- Ordering and operations system, marketing strategy, Google Ads and Meta Ads
- Technology
- WordPress, WooCommerce, custom plugins, GA4
- Website
- freyjabakery.hu
In short
I developed a custom WooCommerce-based ordering and operations system for Freyja The Bakery, then used Google Ads and Meta Ads campaigns to launch traffic to its first external pickup point, 112 Csemege in Budaörs. The goal was a model that can later be rolled out to further pickup points without changes.
The client and the starting point
Freyja The Bakery is an artisan bakery with its own shops in Budapest and a growing number of wholesale partners. Customers love the products and the shops’ Google ratings are outstanding. The bottleneck to growth wasn’t quality, but the ordering and fulfilment process.
The bakery works with three pickup points: Csarnok tér, Szövetség utca and Budaörs, in the 112 Csemege shop. The WordPress site and basic measurement (GA4, Search Console) were already in place, but no paid advertising had ever run, and online ordering wasn’t connected to daily production.
The challenge: a bakery needs more than a standard online shop
A bakery sells fresh products with a daily capacity. An off-the-shelf online shop can’t handle that: it doesn’t know how much will be baked tomorrow, when orders must close, or at which shop the customer will collect their order.
The specific problems:
- Customers want to order ahead, day by day, not by throwing everything into one basket.
- Daily stock is limited: what’s sold out can’t be sold, and customers need to see that immediately.
- Pickup points have different opening hours (Budaörs, for example, is closed on Sundays).
- In the evening, the kitchen needs to know exactly what to prepare for the next day.
- New pickup points have to build a customer base from scratch, with no previous advertising data.
The solution: a custom ordering and operations system
I built a system of custom plugins on WordPress and WooCommerce for freyjabakery.hu. Each module solves a specific operational problem, and together they form one process, from order to kitchen.
Weekly meal planner
Customers order in a weekly view, broken down by day. Past days and the current day lock automatically, and sold-out products are marked “Sold out”. Product cards also show allergen and cross-contamination information. On mobile, a sticky header and a floating order button make buying easier.
Daily stock management
In a weekly grid, the bakery sets how many of each product can be made each day. The previous week’s settings can be copied with one click, and an automatic reminder arrives on Sunday morning to fill in the next week.
Pickup points at checkout
Customers choose from three pickup points, and the system handles the different opening hours. If the team later changes the pickup location, both the customer and the shop get an automatic email notification.
Evening preparation email
Every evening at 6 pm, the kitchen receives a list of the next day’s items, summarised per order, so there’s no manual tallying and no lost orders.
Freyja Family price tier
Registered customers see a better price, which encourages repeat purchases and builds the bakery’s own customer database.
Simplified admin
Shop staff see only what they need: daily stock, orders, analytics, marketing. Fewer menu items, fewer mistakes.
Marketing: the Budaörs pickup point as a scalable model
The growth strategy built on the ordering system is simple: the bakery’s existing partner shops become pickup points where local residents collect fresh bakery products after ordering online. The first is 112 Csemege in Budaörs, and the goal is to launch 3–4 more points with the same model within 6–12 months.
The steps of the work:
- A marketing strategy and campaign plan based on the bakery’s goals, target audience and positioning.
- Setting up the Google Ads account and Meta business portfolio, connecting conversions to the existing GA4 measurement, and a UTM structure.
- Optimising the Google Business Profile so the pickup points appear in local searches too.
- Locally targeted campaigns around Budaörs, optimised specifically for online pre-orders.
- Content guidance for the bakery’s own team: what to post and how.
- Regular reporting and optimisation, so the Budaörs experience gives a measurable starting point for the next pickup points.
As no paid advertising had run before, the goal of the first months is to collect real data and refine the initial benchmarks (cost per conversion, return on ad spend).
Results
The online ordering system is live on freyjabakery.hu, and the Budaörs campaign launched in October 2026.
- Live
- online ordering and operations system on freyjabakery.hu
- Oct 2026
- launch of the Budaörs pickup point campaign
- +3–4
- new pickup points targeted within 6–12 months, using the same model
I’ll publish the measurable results of the campaign’s first months (cost per conversion, return on ad spend) here as soon as they’re available.
Why it works as a system
Advertising is only worth as much as the ordering process behind it can handle.
If customers can’t see what’s available tomorrow, or the kitchen doesn’t know what to prepare, even a well-targeted campaign leads to lost orders.
That’s why at Freyja we built the operations first and only then switched on the traffic. The result is a repeatable model: every new pickup point can run on the same system and the same campaign logic.
Facing a similar challenge?
If your website, marketing and day-to-day operations are still going their separate ways, request a custom quote and let’s see how they can become one coordinated system.