Riesbeck’s Food Markets, having continued its annual, hefty promotion of paczki right up to Easter, hit a new record this year with sales of the super-rich pastries totaling $348,228, up nearly 5% over last year.Paczki, filled, doughnut-like pastries that had their origins in Poland, have become a huge seller for Riesbeck’s and other retailers in areas in which the population includes a large percentage of people of Polish descent.
Most retailers promote paczki just prior to Lent because traditionally the Tuesday before Lent has been the day people indulge themselves with sweets before giving them up for Lent.
Riesbeck’s, however, starts promoting paczki weeks before the start of Lent, and then also sells them on weekends during Lent.
The 15-unit independent’s bakery director, John Chickery, told SN the placement of 22 colorful billboards throughout Riesbeck’s marketing area this year undoubtedly helped push sales 4.73% over sales for the same number of weeks last year.
