Eastlund Bread Research

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  • What do we do and how do we do it?
    Eastlund makes bread and simple accompaniments with care, patience, and intention. We focus on traditional methods, honest ingredients, and a slower pace of making that allows quality and character to emerge naturally.

    What do we value the most?
    We value beauty found in everyday things—process, material, time, and human touch. Above all, we value slowness, thoughtfulness, and making work that feels meaningful rather than rushed or excessive.

    Who are we here for?
    We are here for people who notice things: the weight of a loaf, the quiet of a room, the pleasure of taking a moment. Eastlund is for those who want a pause in their day without needing a spectacle.

    What makes us different?
    Eastlund is intentionally narrow in focus, choosing depth over breadth. Rather than offering endless options, we refine a small set of breads and spreads and give them the time, care, and space they deserve.

    What’s our personality?
    Calm, observant, and quietly confident. Eastlund speaks plainly, with warmth and intelligence, allowing curiosity and subtlety to do the work rather than overt persuasion.

  • Eastlund Bread:

    Strengths: Clear - Differentiated Positioning, Strong Brand Identity & Emotional Resonance, High-Quality, Handcrafted Product, Unique Customer Experience, Scalable but Meaningful Brand Architecture

    Weaknesses: Narrow Menu Offering, High Operational Intensity, Brand Awareness Risk, Founder / Craft Dependency, Premium Pricing Pressure

    Opportunities: Subscription & Pre-Order Models, Experiential Programming, Product Extensions, Wholesale / Partnerships, Sustainability & Storytelling

    Threats: Competition from Established & Emerging Bakeries, Cost Inflation & Supply Chain Risk, Economic Downturn / Consumer Spending, Operational Scaling Risk, Regulatory or Health Compliance

    Cornish Bakery Exeter

    Strengths: Strong Heritage Brand, Premium Design and Atmosphere, Diverse, High-Quality Product Range, Scalable & Growing Business, Community & Artisanal Collaboration

    Weaknesses: High Price Point Risk, Operational Complexity, Brand Perception Risk Outside Cornwall, Competition

    Opportunities: Local Community Integration, Signature & Limited-Edition Items, Retail & Wholesale, Subscription / Pre-Order, Sustainability Positioning

    Threats: Economic / Cost Pressures, Market Saturation & Competition, Operational Risk Scaling, Brand Dilution

    Jar Bakery

    Strengths: Multiple Locations & Brand Presence, Broad Product Offering, Family-Run - Artisan Identity, Welcoming Café Atmosphere, High Food Safety Standards

    Weaknesses: Price Perception / Value, Inconsistent Service Feedback, Operational Complexity, Limited Scaling Opportunity Without Losing Identity

    Opportunities: Expand Signature Bakery Products, Loyalty / Subscription Programs, Restaurant / Catering Partnerships, Enhanced Experience & Community Engagement, Sustainability & Local Sourcing

    Threats: Competition from Indie Bakeries & Cafés, Rising Costs, Operational Risk, Market Saturation



    FIKA Exeter

    Strengths: Distinct product identity (Swedish “fika” tradition + authentic Swedish buns), Strong local sourcing and sustainability story, Popular workshops and experiential offerings, Micro-bakery agility & pop-up market presence, Strong customer sentiment / reviews

    Weaknesses: Scale limitations, Visibility & discoverability constraints, Product breadth may be narrow for some markets, Founder dependency

    Opportunities: Scale via controlled retail / subscription models, Product / packaging retail expansion, Deeper experiential programming, Collaborations with local retailers & cafes, Story-driven digital commerce

    Threats: Competition from established artisan bakeries & cafés, Market saturation & changing consumer attention, Supply chain volatility & ingredient costs, Operational risk from founder dependency

  • See Johnson Quadrants here!

  • 1. The Quality-Driven Local

    Age: 35–70
    Values: trust, consistency, tradition
    Needs: dependable bread, honest ingredients, familiar comfort elevated

    2. The Conversationalist

    Age: 25–60
    Values: connection, community, humanity
    Needs: welcoming atmosphere, space to linger, uncomplicated food to share

    3. The Creative Observer

    Age: 20–40
    Values: art, design, originality
    Needs: inspiring environment, cultural depth, places that feel intentional

  • 1. Bread, Done Well

    Bread is the foundation of Eastlund. We focus on doing a few things properly — honest ingredients, careful methods, and loaves made daily with attention rather than excess.

    2. Slowness as Value

    We design every part of the experience to resist urgency. Eastlund offers a pause — a place where time softens and nothing asks you to rush.

    3. Quiet Hospitality

    Hospitality at Eastlund is warm but unobtrusive. The space welcomes without performing, allowing people to arrive as they are and stay as long as they need.

    4. Beauty in the Ordinary

    Eastlund believes beauty doesn’t need to announce itself. Through materials, typography, food, and language, we elevate everyday moments with restraint and intention.

  • We Are

    • Focused

    • Calm

    • Intentional

    • Quality-driven

    • Patient

    • Quietly confident

    • Craft-driven

    • Small and considered

    • Thoughtful

    • Consistent

    • Grounded

    We Are Not

    • Loud

    • Fast

    • Overcomplicated

    • Novelty-driven

    • Performative

    • Mass-market

    • Rushed

    • Overdesigned

    • Overproduced

    • Chaotic

  • See competitors logos here!

  • Slowing Down having space to breathe, noticing the little things, warm tones

    Inviting Community conversation, simplicity, inclusivity, opportunity

    Art and Creativity craftsmanship, art making, imperfection, relatability, brush strokes

    Eastlund east lands, finding direction, traveling through life with others