Together Google Offers and NYC Bakery, Fat Witch, deliver a sweet deal

Located in New York's Chelsea Market, Fat Witch Bakery has been wowing customers and critics for more than 20 years with its all-natural brownies. Owner Patricia Helding worked as a Wall Street trader before launching her celebrated line of "witches.” Since then, Helding's bakery has grown to become a local, and national, favorite having been profiled on Oprah's "Favorite Things," the Food Network, and Good Morning America in recent years.


Since opening the bakery in 1991, Patricia has never implemented a traditional paid advertising campaign because the “brownies speak for themselves.” However, with hopes to expand her brick and mortar business this year, Patricia has been looking for new ways to drive increased awareness for her brand as well as attract new customers. So, when the Google Offers sales team approached Patricia about running an deal, she jumped at the chance.

“I’m a big Google fan to begin with, so it was a natural move to run a Google Offer. And Google has a huge reach. Everyone in the world uses Google. I like that people from all over can walk into the store and use a Google Offer to experience our brownies,” said Helding.

Together, Patricia and the Google team crafted an offer that accurately matched the Fat Witch brand and business model. In July 2011, the bakery ran its Google Offer: $20 worth of brownies, gifts and more for only $10.

In addition to the increased brand exposure Fat Witch garnered on the Google Offers site, the deal was also promoted on Google’s social media channels and sent to subscribers in New York City via email. "All I had to do was cover the cost of baking,” recalled Helding.


And the results were so sweet! In just 24 hours more than 400 Fat Witch offers were sold and traffic into the bakery increased by 10%. “Our number one reason for running a Google Offer was to attract new customers, as well as reward our loyal customers with a great deal,” said Helding. “I would say the majority of people who came into the store to redeem the offer were new to Fat Witch and had never tried our brownies before. We also saw a lot of people come in for our “witching hour” from 5-8pm where brownies are half off.”

Helding is eager to keep growing her business. “Absolutely I'd do another offer with Google. I think it's a great concept. We don't lose money and the offer drove store traffic and really got our brand out there.”

If you’re a merchant and are interested in running a Google Offer, please visit google.com/offers/business.

Posted by Yoshiko Ono, Account Manager, Google Offers