Bakers Delight Modernises Digital Marketing Systems and Accelerates Implementation Time With Boomi
Boomi is a data activation company for AI. Today, Boomi announced that Bakers Delight has modernised its digital marketing systems using the Boomi Enterprise Platform, significantly reducing the launch time for new systems and enabling a more agile response to changing market conditions.
Bakers Delight is an Australian multi-national bakery franchise operating as Bakers Delight in Australia and New Zealand (A/NZ) and as COBS Bread in Canada and the USA. This family-owned business has grown to over 700 stores across four countries, employing more than 10,000 people across its franchise network. Operating at this scale across various regions and brands generates vast amounts of customer, pricing, product, and location data across physical store systems, e-commerce systems, and loyalty systems. To support daily operations and rapid decision-making in line with changing market needs, this data must flow consistently between various systems and platforms.
With major technological updates planned for early 2027, Bakers Delight aims to replace rigid point-to-point integrations with a composable architecture that quickly and cost-effectively connects new marketing platforms to support future growth.
“We needed a foundation that could support the rapid and low-cost deployment of new systems, while eliminating the cost and complexity of re-engineering integrations every time we add a new platform,” said Keng Ng, Chief Technology Officer at Bakers Delight. “This serves as a foundation for the company to adopt new systems and capabilities quickly without disrupting existing operations.”
Bakers Delight implemented the Boomi Enterprise Platform Data Hub and API Management capabilities across various processes covering customers, products, store locations, promotions, coupons, and orders as the company rolled out various new platforms. Boomi now manages data integration across the company’s digital marketing suite, acting as a backbone that connects new platforms without requiring expensive changes to core ERP and POS systems, including Microsoft Dynamics 365 Commerce.
When implementing Talon.One for loyalty and promotions and Shopify for e-commerce, Bakers Delight was able to reuse existing customer, product, pricing, and location integrations, significantly reducing the time and cost for each implementation.
“Because the core integrations were created once and are reusable, every new platform could be deployed much faster than expected, with Klaviyo live in just three months, Shopify in four months, and Talon.One in nine months across our global franchise network,” said Ng. “Having centralised integration and master data has also proven vital when the company needs to act quickly across various systems.”
In early 2026, when geopolitical events in the Middle East caused rapid fluctuations in costs, Bakers Delight was able to adjust prices across various systems quickly and consistently as a direct result of the centralised architecture currently in place.
Although Bakers Delight built its own internal integration and data engineering capabilities, support from Boomi Consulting was key to initiating the programme. The blueprinting process quickly demonstrated its benefits, resulting in a stable and reliable system. New system vendors, including Klaviyo and Talon.One, provided their own internal resources to support implementation, while external partners were engaged for Shopify and Microsoft Dynamics 365 Commerce.
“Initially, the need was for rapid and affordable modernisation, but it has evolved into an increasingly powerful platform with every addition, allowing the company to move faster, more agilely, and with greater confidence,” said Ng.
These integration capabilities will remain a critical factor in how quickly Bakers Delight introduces new systems to the company. As more parts of the company become connected, this capability will enable the collection of richer corporate data, serving as a foundation for AI and AI agents to function effectively across the enterprise.
“Bakers Delight has demonstrated that making integration a strategic business capability helps companies innovate faster and respond more agilely,” said David Irecki, Chief Technology Officer for Asia Pacific and Japan at Boomi. “By building a reusable integration foundation, Bakers Delight is bringing new digital capabilities to market faster while creating the trusted data foundation required to support future innovation.”