“At first, I was like ‘how much can I fit into a minute, but now the commercials are very focused on one thing,’” he says.

The bakery's on-air tagline came from a radio personality with a very distinctive voice. After an Oakmont commercial aired, he candidly added, “Mmm, mmm, Oakmont Bakery.” Serrao loved it and has it dubbed into the beginning of every commercial.

Oakmont also advertises in its own store. The wall behind the retail counter features three 60-in. LCD screens with rotating PowerPoint ads promoting the bakery or displaying fun trivia. It gives the customers something to look at while they wait for their number to be called. At Christmas, the screens feature a set of It's a Wonderful Life trivia questions, and customers often yell out the answers, Serrao says.

The idea for the screens came from a visit to Alcatraz. The small café on the island had a digital menu board, and Serrao liked the idea of being able to change it frequently. Previously, Serrao had to change the whole board when he wanted to alter one small detail. “We have a lot of fun with the screens, and it's great advertising. We can change them every day if we want,” he adds.

Time for second generation

After more than 20 years of running the bakery, Serrao is beginning the transition to the second generation, and two of his five children currently work in the bakery full time. The younger three are still in school, and their future in the bakery is yet to be determined. The Serraos have always stressed education with their children and insist they all attend school before coming to work in the bakery full time.

As a child, Serrao's son Tony had always expressed an interest in the bakery, and after several years of hounding, Serrao finally put him to work at age 12 with the agreement that Tony would work with the maintenance staff for five years.

“I felt it was very important that I had started at the bottom and that I had understood what every position was for, so I did the same thing with Tony,” Serrao says. “I felt it was important that he know how it felt to be the cleaning guy and how important that job is.”

After five years, Tony moved into production after attending AIB International to become a certified baker. He worked under the production manager for two years before moving into that position in January.

Serrao's daughter Stephanie attended the University of Pittsburgh and earned a degree in business and marketing. She now manages the office and assists with advertising, sales tracking and marketing.

The second generation of the Serrao family is taking the reins of a very successful business. Oakmont Bakery had sales of $4.8 million in 2009 and 2010 is currently tracking six percent higher.

“The idea of doing $60,000 or $70,000 in one day wasn't even a thought when we first started,” Serrao says. “And this past Christmas Eve when my wife told me we exceeded $67,000, I chuckled and said, ‘Yeah, I can feel every penny of it.’”

Like many bakers, Serrao never really sees himself retiring, but it sounds like maybe the second generation is coming along just in time.

Oakmont Bakery
AT A GLANCE

Location: Oakmont, Pa.

Founded: 1988

Bakery's primary business: 100% retail

Website: www.oakmontbakery.com

Store size(s): 4,500 sq. ft., retail; 4,500 sq. ft., production facility; 5,000 sq. ft., warehouse

Market served: greater Pittsburgh area

Product line: full line of breads, rolls, donuts, pastries, cakes, bar cakes, cupcakes, cookies, muffins, Danish, chocolates, sandwiches and coffee

Product breakdown: wedding cakes, 5%; coffee, 1%; table products, 4%; sandwiches, 2%; custom cakes, 16%; cupcakes, 6%; pastries, 8%; mini pastries, 3%; breads and rolls, 7%; dessert cakes, 17%; cookies, 17%; donuts, 7%; other products, 7%

Annual sales: $4.8 million

Management: Marc and Susan Serrao, owners; Tony Serrao, general manager; Michael Sullivan, retail manager; Debbie Lambing and Cathy Cornwell, cake supervisors; Michael Bouch, night manager; Stephanie Serrao Bittinger, office manager and marketing director; Courtney Daniels, IT and wedding cake coordinator

Number of employees: 107; 70% full time

Production method: combination of mix, scratch and frozen

Major equipment: mixers, sheeter, batter depositor, fondant sheeter, bagel divider, bagel boiler, donut fryer, two rack ovens, one deck oven

Bakery supply distributors: BakeMark, Stover & Co., Zilka & Co.

Oakmont Bakery
SAMPLING OF PRICES

MEET THE OWNERS OF Oakmont Bakery

Don't miss your chance to speak with Marc Serrao and members of his family. Go to Modern Baking's booth 5618 at IBIE on Monday, Sept. 27, at 2 p.m. to meet the Serraos.

WEB EXTRA

FOR MORE PHOTOS and information from Oakmont Bakery, go to here.