Bakeries and cafés could be missing out on valuable sales by only viewing the croissant through a sweet lens. French manufacturer Bridor explains why.
Croissants are a staple at bakeries and cafés across the UK, often seen as a go-to option for many looking for a sweet treat in the morning.
However, operators could grow their sales window by utilising the croissant in savoury dishes as well, suggests Bridor’s Northern Europe sales director Erwan Inizan.
“Of course, croissants will always have a place on the breakfast table, and they are the top pastry choice for UK consumers [Bridor],” he says. “But at Bridor we see plenty of potential for the croissant to be incorporated into different dishes, both sweet and savoury, to cater to more preferences throughout the day.”
Data from Bridor’s recent ‘Croissant Revolution’ guide consumer research backs this up, finding that 31% of consumers already eat croissants as part of a savoury meal and 41% would like to see more savoury croissants on a venue’s menu [Bridor].
Savour the moment
Breakfast remains the top croissant consumption occasion for 83% of people according to Bridor, but over a quarter (26%) are eating croissants for lunch, and 10% even eat them as part of an evening meal.
“These figures demonstrate there is clearly an opportunity for operators to get creative with their savoury croissants to tap into sales around the clock,” notes Inizan. “For example, take the hotel segment; our research found that 78% of hotel guests would like a variety of croissant types, so thinking about options for occasions throughout the day can support increased sales.
“The croissant will always be a popular breakfast choice in its original format, but its soft centre and flaky texture also means it is an ideal accompaniment to many savoury fillings. This fusion between a croissant and a sandwich is what we like to call the crodwich.
“Combining convenience and innovation, the crodwich provides a unique taste experience, with a balance between softness and crispiness. This is perfect for ‘Savoury Seekers’ - as identified in our newly published ‘Croissant Revolution’ guide - who want to pair the natural sweetness of the croissant with savoury ingredients, such as meats, cheeses or vegetables. We have published our own crodwich recipe book, as well as sharing inspirational recipes on our socials for chefs to maximise this trend.”
Stand out on socials
Social media is a vital tool for modern bakeries and cafés in 2025, helping to reach new audiences by showcasing their menu and displaying the ambiance of their establishment. Eye-catching, colourful and customised products will often perform strongly on social channels and can act as useful footfall drivers.
“Creative and captivating food shots can be worth their weight in gold to hospitality businesses,” states Inizan. “When it comes to croissants, savoury fillings can have that surprise factor and tempt consumers who are looking for a different lunchtime option. In addition to this, social is an area where you can also elevate with sweet ingredients as well, with bright fruits, spreads or decadent toppings able to transform the humble croissant into a more indulgent dessert for any time of day. For example, we recently unveiled a pistachio-filled croissant, which taps into the social trend for pistachio-based products.”
Catering for dietary preferences
With 14% of consumers seeking gluten-free croissants and 11% looking for vegan options according to Bridor’s research, operators could be losing out on valuable sales by not catering for a mix of dietary demands.
“Savoury pastry recipes can allow chefs to provide more variety to those with dietary preferences,” notes Inizan. “A vegan croissant can be used as an alternative base for a range of sandwich options and is a simple way of expanding your selection for plant-based consumers. On a wider level, for those who cater for meetings and offices, options like the crodwich can help you differentiate your offering from regular breads.”
To learn more about the latest croissant trends and discover insights on how operators can boost their pastry sales throughout the day, download the new Bridor ‘Croissant Revolution’ guide here.
*Data is from a Bridor study, conducted in the UK, among 800 buyers of croissants at least once a week, January 2025.
