Bakers Delight Modernises Digital Marketing Operations and Speeds Deployment With Boomi
Australian-owned bakery franchise group Bakers Delight is modernising its digital marketing and data integration infrastructure with the Boomi Enterprise Platform, enabling the company to introduce new technology platforms more quickly while improving the consistency and accessibility of business data across its operations.
The transformation, announced by Boomi, is designed to give Bakers Delight greater flexibility as it prepares for a major technology renewal program expected to take place in early 2027. By moving away from rigid point-to-point integrations and adopting a more composable architecture, the bakery group can connect new digital platforms without repeatedly redesigning its core systems.
Bakers Delight operates as Bakers Delight across Australia and New Zealand and as COBS Bread in Canada and the United States. The family-owned company has expanded to more than 700 stores across the four countries and employs more than 10,000 people through its franchise network.
Managing a business of this scale generates significant volumes of data across customer interactions, products, pricing, store locations, promotions, ecommerce activity and loyalty programs. Much of this information is created and managed through different systems, including front-of-store technology, ecommerce platforms, loyalty applications and enterprise systems.
Ensuring that information can move reliably between these platforms has become increasingly important for Bakers Delight. The company needed an integration approach that could support rapid decision-making while allowing its technology environment to evolve as customer expectations and market conditions changed.
Building a More Flexible Digital Foundation
Ahead of its upcoming technology renewal, Bakers Delight identified the limitations of traditional point-to-point integrations. Under such an approach, adding a new platform can require significant redevelopment work because individual systems are often directly connected to one another.
The company instead sought a reusable integration foundation that would allow data connections and business processes to be developed once and then reused when additional technology platforms were introduced.
Keng Ng, Chief Technology Officer at Bakers Delight, said the organisation needed a technology foundation capable of supporting fast and cost-effective deployment.
The objective was to eliminate the cost and complexity associated with rebuilding integrations whenever a new platform was introduced. By creating a reusable architecture, Bakers Delight could adopt new systems without unnecessarily disrupting existing operations.
The company implemented the Boomi Enterprise Platform, including Boomi Data Hub and API Management capabilities, across key business processes involving customers, products, store locations, pricing, promotions, coupons and orders.
The resulting architecture now serves as an integration backbone for Bakers Delight’s digital marketing ecosystem. Rather than requiring every new platform to be connected individually to core enterprise systems, Boomi enables information to be orchestrated between applications through a centralised integration layer.
This approach also helps protect important core platforms, including Microsoft Dynamics 365 Commerce and point-of-sale systems, from repeated integration changes whenever the organisation adopts new technology.
Faster Deployment of New Platforms
One of the most significant benefits of the new architecture has been the reduction in time required to deploy new digital platforms.
Bakers Delight has been able to reuse existing integrations for customer, product, pricing and location data when introducing new applications. This has reduced both implementation effort and the time required to bring new capabilities into operation across the franchise network.\
The company used the architecture when deploying Talon.One for loyalty and promotions and Shopify for ecommerce. Instead of creating entirely new connections from the ground up, Bakers Delight could leverage integration components that had already been established.
According to Ng, this reusable approach resulted in considerably faster deployments. Klaviyo was implemented in approximately three months, Shopify in four months and Talon.One in nine months across the company’s global franchise network.
The ability to reuse established integrations also gives Bakers Delight greater flexibility when evaluating future technology investments. New platforms can be introduced without automatically creating another complex network of connections between individual applications.
For a business operating hundreds of locations across several markets, that flexibility can be particularly important because technology changes need to be implemented consistently while accommodating different regional requirements.
Centralised Data Supports Faster Business Decisions
The modernised integration architecture has also helped Bakers Delight respond more effectively to unexpected market changes.
In early 2026, geopolitical developments in the Middle East contributed to rapid fluctuations in costs. The resulting changes created a need for the company to update pricing information across its systems quickly and consistently.
Because key information was centralised and connected through the new architecture, Bakers Delight was able to revise pricing across multiple systems more efficiently.
The example demonstrates how integration technology can support more than simply connecting applications. By creating a consistent flow of trusted information, an integration platform can become an important part of operational decision-making.
For Bakers Delight, this means information such as pricing and product data can be managed more consistently across the digital environment, helping the company respond to changing commercial conditions without relying on extensive manual intervention.
Collaboration Supported the Transformation
Although Bakers Delight has developed internal expertise in integration and data engineering, external support also played an important role in establishing the new architecture.
Boomi Consulting assisted the company during the early stages of the program, including the blueprinting process. According to Bakers Delight, this work helped establish a stable and reliable foundation for subsequent deployments.
The technology vendors involved in the individual implementations also contributed resources. Klaviyo and Talon.One supplied their own internal teams to support deployment, while external implementation partners were engaged for Shopify and Microsoft Dynamics 365 Commerce.
The combination of internal capabilities, Boomi expertise, technology vendors and implementation partners allowed Bakers Delight to build its integration environment while continuing to expand its own technical capabilities.
The company sees the resulting platform as an architecture that becomes increasingly valuable as additional systems are connected.
Preparing for AI and Future Innovation
Beyond the immediate benefits of faster technology deployment, Bakers Delight believes its integration strategy will provide an important foundation for future data and artificial intelligence initiatives.
As more applications and business processes become connected, the company expects to gain access to richer and more comprehensive enterprise data. Having consistent, trusted data available across the organisation can be particularly important as businesses look to deploy AI applications and AI agents.
AI systems require reliable and accessible information to produce useful results. By establishing a centralised data and integration foundation, Bakers Delight is positioning its technology environment to support future AI-driven capabilities across different areas of the business.
The company also expects its reusable integration model to continue reducing the complexity associated with introducing additional systems.
Ng described the initiative as having evolved from a straightforward need to modernise technology quickly and affordably into a platform that becomes more valuable each time another capability is added.
This creates a technology environment where future implementations can build on previous investments rather than requiring the company to repeatedly start from scratch.
Integration as a Strategic Capability
Boomi views the Bakers Delight transformation as an example of how integration can become a strategic business capability rather than simply an IT function.
David Irecki, Chief Technology Officer, APJ at Boomi, said Bakers Delight has demonstrated how a reusable integration foundation can help organisations innovate faster and respond more effectively to changing business requirements.
For Bakers Delight, the move represents an important step in preparing its technology infrastructure for continued growth. With more than 700 stores across four countries and multiple brands operating across different markets, the ability to connect systems efficiently will remain important as the company expands its digital capabilities.
The architecture also provides the flexibility needed to accommodate future marketing, ecommerce, loyalty, data and enterprise applications while limiting disruption to core systems.
As Bakers Delight approaches its broader technology renewal in 2027, the Boomi-based environment is expected to remain a central component of its digital strategy. By combining reusable integrations, centralised data management and API capabilities, the company has created a foundation designed to make future technology deployments faster, more predictable and more cost-effective.
The transformation illustrates a broader shift among businesses toward composable technology environments in which applications can be added, replaced or expanded without forcing organisations to rebuild their entire technology infrastructure.
For Bakers Delight, that approach is helping turn integration into an enabler of business agility while laying the groundwork for richer enterprise data, future AI applications and continued digital innovation across its international franchise network.
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