INDEX: Tastykake Store Merchandising Displays

INDEX: Tastykake
Store Merchandising Displays

Tastykake Store Merchandising Displays

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This Tastykake Store Merchandising Displays index page aggregates links
to all posts and photos of retail merchandising, display, and outfitting
as well as deep Background courtesy of Wikipedia.

BACKSTORY: Tastykake is a line of snack foods manufactured by the Tasty Baking Company, headquartered at the Philadelphia Navy Yard (formerly the Philadelphia Naval Shipyard) in Philadelphia, Pennsylvania.^[1] Established in 1914 by Philip J. Baur and Herbert T. Morris and originally selling its product only in the Philadelphia metropolitan area, the company now distributes its products in several states on the East Coast, and also Florida, and has been gradually expanding across the United States.

In April 2010, Tasty Baking entered into a purchase-and-sale agreement with John Padgett Associates and its guarantor, Metro Development Company, for the sale of its Philadelphia bakery property located at Hunting Park Avenue, and its former corporate offices and distribution center located at Fox Street, for $6 million.^[2]

Philip J. Baur and Herbert T. Morris founded the company, in the Germantown neighborhood along Sedgley Avenue, with an initial investment of $50,000.^[4]First, Baur and Morris had opened a bakery in the Pittsburgh area, selling it to the Ward Baking Company in 1913. When Baur and Morris sold to Ward, the terms of the sale prohibited them from opening another bakery within 100 miles of Pittsburgh, so the partners looked instead to Philadelphia.^[5] In November 1913 they settled on the Sedgley Avenue location. Morris’s wife came up with the Tastykake name. A Boston student created the Tastykake girl and logo.^[5] Then, the company adopted the slogan, “The Cake That Made Mother Stop Baking.”^[5]

Tasty Baking Company quickly established success for its Tasty brand, selling $28 worth of cakes at ten cents a piece on its first day of sales, $222 in the first week and grossing $300,000 in sales by the end of 1914.^[5] Sales began to expand throughout Eastern Pennsylvania.^[5] Until 1941 the company distributed its products almost wholly by horse-drawn delivery wagons, making them an exclusive city treat. But World War II changed all that as the company sent thousands of cakes and pies overseas to soldiers in both the European and Pacific/Asian theaters, vastly expanding its market.^[4] Over the years, Tastykake expanded its distribution through many modes of transportation including trucks, electric cars, rails and ships, selling its products in Western Pennsylvania, Virginia and New York.^[5] Tastykake retired their last horse in 1941.^[5] The Tastykake brand identity expanded further and sales doubled in the late 1950s and early 1960s when the company installed state-of-the-art machinery that cut the baking cycle from twelve hours to forty-five minutes.^[4]

Philip Baur died in 1951, his heirs purchased stock from Herbert Morris’ wife, giving the Baur family majority control of the company. Vice-President Paul R. Kaiser became president, and Morris, who had served as president since the company’s inception, became chairman of the board. In April 1954, Kaiser was able to report that the Tastykake territory had grown to cover parts of nine states and the District of Columbia. By the end of the decade, annual sales had grown to nearly $22.9 million.^[6] (SOURCE: Wikipedia)

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