AUSTRALIA | Bakers Delight has overhauled the integration layer behind its digital marketing systems, aiming to reduce the time and cost involved in introducing new platforms across more than 700 stores in four countries.
The Australian-owned bakery group operates as Bakers Delight in Australia and New Zealand and as COBS Bread in Canada and the United States, employing more than 10,000 people across its franchise network.
That scale generates significant volumes of customer, pricing, product and location data across store, ecommerce and loyalty systems. With a major technology renewal approaching in early 2027, Bakers Delight wanted to replace rigid point-to-point integrations with an architecture that could connect new platforms without repeatedly rebuilding existing integrations.
Keng Ng, Chief Technology Officer at Bakers Delight
Chief Technology Officer Keng Ng said the objective was to create a foundation that would support faster and lower-cost deployment.
“We required a foundation that could support rapid, low-cost deployment of new systems, removing the cost and complexity of re-engineering integrations every time we added a new platform,” said Ng.
Bakers Delight implemented Boomi Enterprise Platform capabilities including Data Hub and API Management across customer, product, store location, promotion, coupon and order processes.
Boomi now connects platforms across the company’s digital marketing systems while allowing Bakers Delight to retain core ERP and point-of-sale infrastructure, including Microsoft Dynamics 365 Commerce.
The change has already been tested through several technology rollouts.
When Bakers Delight introduced Talon.One for loyalty and promotions and Shopify for ecommerce, it reused existing customer, product, pricing and location integrations rather than rebuilding them for each new system.
Ng said Klaviyo was deployed in three months, Shopify in four months and Talon.One in nine months across the company’s global franchise network.
“Because core integrations were built once and reused, every new platform was deployed significantly faster than expected,” said Ng.
The centralised architecture has also been used to support faster pricing changes.
Bakers Delight said that when geopolitical events in the Middle East contributed to rapid cost fluctuations in early 2026, the business was able to revise pricing quickly and consistently across multiple systems.
The company has also developed its own internal integration and data engineering capabilities, while Boomi Consulting supported the early stages of the programme. Klaviyo and Talon.One provided internal resources for implementation, with external partners supporting Shopify and Microsoft Dynamics 365 Commerce.
“What started as a need to modernise quickly and affordably has become a platform that gets stronger with every addition, giving the business the agility to move faster and with more confidence each time,” said Ng.
Bakers Delight expects the integration capability to remain central as more systems are connected across the business. The company said the resulting enterprise data will also provide a foundation for future use of AI and AI agents.
More news here.
