【独家专访】魔都恰巴塔天花板！mbd的法棍和恰巴塔怎么成为“沪上社交硬通货”的？

Core Viewpoint - The article highlights the unique approach of "mbd" (magnificent bread destination) in the competitive Shanghai bakery market, emphasizing their commitment to quality and traditional baking methods over rapid expansion and marketing strategies [2][46]. Group 1: Company Background - "mbd" was initially conceived as a breakfast shop selling buns and fried dough sticks but pivoted to focus on a dedicated bread shop after a discussion among friends [8]. - The bakery specializes in traditional French hard bread, which initially faced challenges in consumer acceptance due to the local preference for sweeter, softer bread [10][11]. Group 2: Business Strategy - The company adopted a "slow" approach in a fast-paced industry, focusing on quality and craftsmanship rather than marketing gimmicks [7][46]. - "mbd" has maintained a strict adherence to using high-quality ingredients and handcrafting their products, refusing to compromise even when faced with rising costs [28]. Group 3: Product Innovation - A turning point for "mbd" occurred in 2019 when a social media post praised their ciabatta, leading to increased popularity and customer demand [16][19]. - The bakery innovated by incorporating various seasonal flavors into their ciabatta, which helped differentiate their product and attract a loyal customer base [19][23]. Group 4: Customer Engagement - "mbd" enjoys a high customer return rate of 40%-50%, indicating strong customer loyalty and satisfaction with their products [23]. - The bakery's commitment to quality has led to a unique customer experience, where patrons can discern differences in the bread based on the day’s baking [24]. Group 5: Future Outlook - The company aims for sustainable growth, focusing on opening new locations closer to customers rather than rapid expansion or industrialization [38][40]. - "mbd" plans to maintain its core values and product quality, ensuring that any future growth does not compromise the essence of their brand [40].