Adina Săcara-Oniţa – University of Oradea, Faculty of Economic Sciences, Department of International Business, 1 Universităţii Street, Oradea, 410087, Bihor, Romania
Andra-Teodora Porumb – University of Oradea, Faculty of Economic Sciences, Department of International Business, 1 Universităţii Street, Oradea, 410087, Bihor, Romania
Ciprian Beniamin Benea – University of Oradea, Faculty of Economic Sciences, Department of International Business, 1 Universităţii Street, Oradea, 410087, Bihor, Romania

DOI: https://doi.org/10.31410/ITEMA.2019.35

In the last 30 years, the food industry and especially the pastry industry has experienced
a spectacular dynamic in the landscape of the Romanian economy. Few of the big companies in the
communist period in the field of bakery managed to maintain and adapt to the new, most of them went
bankrupt or divided into smaller departments. In the first years after the revolution, Romanian investors
look to invest mainly in bakery units specialized in bread, sometimes in simple salt or sesame bagels,
white or black bread rolls production. The pastry was not perceived as a profitable business, especially
due to the lack of qualified personnel and the lack of ingredients. The communist leadership considered
the pastry products to be luxury products, for which raw materials would have been needed, but
these were mainly sent for export. In this paper we intend to show the recent evolution of the units in
the bakery field, highlighting three major trends: restoring in the foreground the Romanian tradition
from the interwar period with the reinterpretation of the classic recipes; taking over brands, concepts
and products that have been successful in France, Italy and Germany and which are the emblem of a
western lifestyle, with the rapid adoption in the confectionery and chocolate fields; adaptation to the influence
of Hungarian and German gastronomic culture – especially in Transylvania. Last but not least,
we will show that pastry is nowadays reluctant for customers, especially due to the use of sugar and
margarine-type fats. The new trend is the introduction of butter in pastry following the French model,
but this aspect involves high costs, these new products can only be purchased by certain social classes.
In our opinion, genuine pastry will become a niche product.

Keywords

Bakery Field, Brand, Organizational Identity, Advertising Strategy, Web Site, Food Safety.

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