The success of Antiga Confeitaria de Belem had been built around the uniqueness of its signature product. Many comparable custard cakes, known as pasteis de nata, were available, but the bakery had established its Pastel de Belem as a distinct product with the power to attract tourists from all over the world. The Pastel de Belem stood out because its recipe had been a well-kept secret for decades. The 2020 COVID-19 crisis propelled Antiga Confeitaria de Belem to try new ways of selling its product outside of its single shop location, and this experiment could trigger new business opportunities. Now, the strategic challenge for the bakery's chief executive officer was to assess whether the exclusive nature of the Pastel de Belem allowed for new business development.
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