Friday, 23 September 2011

Smelly marketing

I wandered into town this morning to run some errands and buy some things I didn't absolutely need but wanted.

One of the things on my list was a large silicone baking dish for toad in the hole.  My toad in the hole always sticks to the dish it's baked in.  I mentioned this to someone yesterday and she recommended getting a silicone baking dish, because she has one and she only uses it for toad in the hole.  Well she must have been talking to everyone in Brentwood because the whole of the town was out of silicone, apart from the silicone that is used in breast implants.  Since the TOWIE lot have been filiming in the town we're over-flowing with silicone.

Anyway, one of the shops I wandered into was Steamer Trading Company.  It's a beautiful shop full of pretty things and I could spend a fortune if I didn't have reasonable self control.  As I entered the shop the aroma of freshly baking cakes hit me.  I looked around for an oven and couldn't see one and wondered if they piped the small into the shop.  I went upstairs and looked in every nook and cranny (without looking like a freak) and couldn't find the oven.  As I came downstairs a member of staff was going upstairs with used mixing bowls and utensils coated in cake mix.  I figured the oven must just be well hidden and decided I'd return later in case there was some lovely cake to be had.

I reflected that doing baking in a shop that sells cookery and dining items is a brilliant idea.  Everyone loves the smell of cake cooking in the oven and it must entice people into the shop and put them in the mood for buying baking related items.

I returned later, after a trip to the bank, and as I went into the shop I was overwhelmed by the smell of burnt cake.  It was an acrid smell that was deinitely not enticing.  I had another quick look for the oven but found, instead, the charred remains of cake on a chopping board.  Black crumbs were all that remained.

It was then I thought that the idea of baking in a cookware shop only works if the people doing the cooking know what they're doing.


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