fazer experience – an investment in finnish design and work · • the work involved tens of...

Fazer Experience –an investment in Finnishdesign and workJouni Grönroos, CFO and Deputy CEO, Fazer Group1 September 2017

31.8.2017 Company confidential © Fazer. All rights reserved1

• Established in 1891• International family-owned company offering

quality bakery, confectionery, biscuit and grainproducts, as well as food and café services

• Operates in eight countries and exports toaround 40 markets

• Net sales totalled 1.6 billion euros in 2016• Employed 14,876 people in eight countries in

end of 2016• Operating profit before amortisation of goodwill

amounted to 87.7 million euros• Operations comply with Fazer’s ethical

principles which are based on the Group’svalues and on the UN Global Compact

Fazer in brief



Fazer Group overview

Net Sales: 2016. Personnel: 31.12.2016.

Fazer Group totalNet Sales €1.6 billionPersonnel 14,876Countries: Finland, Sweden,Russia, Norway, Denmark,Estonia, Latvia, Lithuania

Fazer BakeryNet Sales: 603 M€Personnel: 7,150Brands: Fazer, Oululainen, Skogaholm, HlebnyDom, Druva, GardesisCountries: Plant bakeries in Finland, Sweden,Russia, Latvia and Lithuania. Bakery shops inFinland and in Sweden.

Fazer CafésNet Sales: 22 M€Personnel: 220Countries: Finland

Fazer MillsNet Sales: 77 M€Personnel: 138Countries: Finland and Sweden

Fazer Food ServicesNet Sales 601 M€Personnel 5,951Brands: Amica, Wip, Wilberg, Tastory,FazerCountries: Finland, Sweden, Norway,Denmark

Fazer ConfectioneryNet Sales: 337 M€Personnel: 1,109Brands: Karl Fazer, Fazer Pure Dark,Dumle, GeishaCountries: Production in Finland

Fazer Lifestyle Foods

Established 2017Focus on non-dairy grain products, plant-based meals and on-the-go snacking


The cornerstones of our success

Always a Little Better, Inspires to Enjoy, Feel Good about the Choice

Describe how we behave and reach our targets and what we expect from our leaders and employeesWe engage l We develop l We perform

Fazer brand themes describe how we do things at Fazer and are the core of the Fazer Brand Strategy

Food with a PurposeIt describes our purposeand answers the questions"What business are we in?” and"What is our business for?"

We spark joy and well-being throughmeaningful food experiencesOur vision statement provides strategic direction anddescribes what we want to achieve in the future

Ethical principles guide us in our daily work

MISSION

FAZERBEHAVIOURS

FAZERBRAND

THEMES

FAZERVALUES

ETHICALPRINCIPLES

FAZER’S MISSION IS FAZER’S VISION IS

VISION

Customer Focus, Quality Excellence, Team SpiritOur core values form the foundation on which we perform work and conduct ourselves.The values underlie our work, how we interact with each other, and which strategies we employ to fulfil our mission


Strong market positionbasis for growth

Corporateresponsibility

6 31.8.2017 Company confidential © Fazer. All rights reserved

Responsible offering for Fazerconsists of people’s everydaywell-being, sustainable use ofthe planet’s resources and theshared value a companycreates in society.

Fazer contributes by makingresponsible bakery,confectioneryand food choices easy.

• September 2016 marked 125 years since Karl Fazer opened his French-Russiancafé on Helsinki’s Kluuvikatu, and Fazer celebrated this anniversary in style

• The main anniversary events were arranged during the autumn• The most visible event was the opening of the Fazer Experience visitor centre on

17 September• The anniversary was visible for consumers during the Holiday Season at year-end

through the concept “125 reasons to celebrate”

Fazer’s 125 year anniversary


“Remembering the birth of Fazer as a company can also fuel ourfuture progress. Our founder’s courage and dedication to his vision isthe inspiration for us to create the future we would like to see.”

Christoph Vitzthum, President & CEO

• To create a brand experience that leads to a life-long commitment toand relationship with Fazer by creating an inspiring and educationalbrand experience

• To welcome 150,000 visitors annually– Fazer has welcomed visitors for over 60 years– Previously, Fazer was able to accommodate some 50,000 visitors annually

• A sign of trust in building the future – Fazer as a business and theoperations at this site

Objectives of Fazer Experience



• The new centre, a strong investment in Finnish design in itself, givesour visitors an even more comprehensive experience of our brand andthe many stories it encompasses

• Offers a unique exhibition that engages all the senses

• The company creates an inspirational and educational brandexperience that leads to a life-long relationship with Fazer

The new Fazer Experience Visitor Centreoffers a unique experience

The Fazer Experience Building


• Forms the area’s architectonic landmark and target for international visits• Designed by the Finnish firm K2S Architects Ltd• The constructing company SRV was in charge

of the construction• Construction started in 2015• The work involved tens of builders, artisans

and creative designers• Finnish materials dominate the visitor centre’s

internal and external surfaces• A combination of contemporary design and

traditional materials• Good cooperation with City of Vantaa• Circular economy

– The heating relies on biogas produced fromproduction waste

– Solar cells provide electricity

• Fazer’s visitor centre is an experience for all the senses• The exhibition is the result of the cooperation between Ateljé

Sotamaa, countless Fazer employees, and many other professionalsfrom glassblower to coder and carpenter to composer

• The works change and live continuously• The entire visitor centre, including sound, furniture, items and artwork,

has been especially designed for Fazer• Its foremost purpose is to arouse emotions, teach and inspire

– Walk among real cocoa trees, have a robot teach you about nutrition,move around a kinetic wood of tastes, experience a virtual factory tourwearing virtual goggles, learn about the origins of chocolate, try out acareer as a miller and meet Fazer employees, starting with Karl Fazer

• The exhibition is accessed with a guide– The duration of a guided tour is 1 hour– Individuals and groups can book tours in advance– Tickets are also available at the entrance– Guided tours in Estonian, Russian, German and Chinese are available at

request – in addition to the standard Finnish, Swedish and English

Exhibition – the Fazer experience


The experience starts in the garden


• The visitor experience actually starts beforeone enters the building. There is an outdoorgarden growing useful plants and crops thatFazer uses as raw materials– rye, oat, wheat, barley, fruit trees, berry bushes,

sunflowers, rapeseed and sugar beet• This theme continues in the tropical indoor

garden, crowned by a cocoa tree– The exotic fruit and spice plants thrive in the good

care of a horticulturalist, in a moist and warmtemperature of approximately +28°C

– The inner garden brings real nature within thereach of the visitors and appeals to people in allages

• Fazer has been providing visitor activities for over 60 years. The newVisitor Centre allows us to offer a more memorable and educational visitingexperience than ever before

• At Fazer Experience, you can organise children’s birthday parties, learn thesecrets of baking, get the top chefs’ best tips for your home kitchen at ourcooking school, or learn the secrets of chocolate at our chocolate school

• Meeting services for various events, seminars and meetings– Karl Fazer Hall (max. 180 persons)– Idea Bakery (max. 20 persons)– Food Stories

Programme and events are part of the experience


• Fazer's legacy is strongly intertwined with the cafébusiness– 17 September 2016 marked 125 years from the day

Karl Fazer opened his Russian-French café onHelsinki’s Kluuvikatu

• The cafés bring together taste sensations and first-class service, while delighting guests with thesame high-quality products and excellent servicein each location

• The café is open during the visitor centre'sopening hours, seven days a week. You arewelcome to stop by even if you are not visiting theexhibition itself

Fazer Café Fazerila offers taste experiences


• The visitor centre’s shop is open to the public• Offers a wide selection of Fazer’s products and special design items

– over 400 articles to bring back home or serve at parties• Fazer wants to be part of people’s celebrations and make the world

taste good, every day

The Fazer Experience Shop


• Already over 100,000 visitors in 2017 (by August)• Some 60% of all visitors take the tour• 10% of the guided tours are in other languages than Finnish

– 25% in the summer• The biggest group of foreign visitors is Chinese tourists

– People from Germany and the US are also large visitor groups• Awarded the Trip Advisor excellent destination certificate in 2017

based on customer feedback• Feedback is constantly on an excellent level, NPS 70• Special events all year round• The Finnish Constructional Steelwork Association granted Fazer

Experience the “Steel Construction of the Year 2016” award.– According to the jury, the architectural dimension of Fazer Experience is

splendid and it leans on highly skilled steel and glass work• Received the 2017 Kehäkukka recognition, which the City of Vantaa

awards each year to an innovative, high-quality architectural object

Fazer Experience – summary


Welcome to experience Fazer in a newand innovative way!


fazer experience – an investment in finnish design and work · • the work involved tens of...

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