In the past year, the cute pushcarts of Budapest Bakering (which resemble miniature public-transport vehicles, including a tram, bus, and trolleybus) became cherished sights for downtown snackers. Selling a creative variety of circular stuffed pastries, the fleet was recently complemented with a mini metro train equipped with an onboard refrigerator – an indispensable addition, since they are currently filled with Danone’s Actimel yogurt drinks, which come free with every purchase of a pastry ring during the “Stay strong!” campaign. We asked founder Ádám Lendvai about the project.
We Love Budapest: What should we know about Budapest Bakering?
Ádám Lendvai: We started with three pushcarts a year ago, as a project to strengthen the city’s image. I’m a visual artist, and Budapest Bakering represents a creative direction rather than profit-oriented catering, as well. We are working with a profit margin just necessary for survival, but that’s not the point. We want to show that Budapest is a cool place, the image of which is largely determined by its public transport, with fun, colorful vehicles that we tend to lose appreciation for amid the hustle and bustle of everyday life. Well, we based Budapest Bakering on them.
WLB: You started a joint campaign with Danone. What does their support mean to you?
Á. L.: Since we began as a startup, survival posed a huge challenge. The fact that a large, experienced company supported our small local business made it possible for us to expand with the new cart, and to serve customers at an additional location. This is a huge step for us, and shows that we not only have room to develop, but also that this initiative indeed works.
WLB: The campaign is titled “Stay strong!” How does the combination of a pastry ring and an Actimel yogurt drink help people face the challenges of everyday life?
Á. L.: The ring itself serves as a handy snack option for those who want to eat a high-quality bakery product, even while in a hurry. It’s real street food, filled abundantly and without the danger of making a mess, so customers can just throw it their bags and scurry along – perfect for the urban dweller. Thus, both the product and the cart are mobile. We try to give citizens a boost to face their everyday challenges. The Actimel yogurt fits well into the picture, since with our rings, it forms a food-drink pack that’s ready to pick up and be consumed on the go.
WLB: What challenges to you face day after day?
Á. L.: To be everywhere. Obviously, that would be our main goal, but it’s very difficult to pull it off. We’re often invited to events, which we are always pleased to accept, but we have to take some of our carts off the streets to cater to everyone’s needs in these cases. We’re in constant need of manpower as well – fortunately, the cart-pushers are always popular on the streets.
WLB: Which is your favorite ring?
Á. L.: I always have a current favorite – right now, it’s liver with red onion. It’s super good!
In the video below, you can see how the newest pushcart of Budapest Bakering was made.
