Bakers Delight modernises its centralised data platform

Bakers Delight has modernised its digital marketing system to reduce rollout times and provide agility to respond faster to changing market conditions, using the Boomi Enterprise Platform.

Bakers Delight is an Australian-owned multinational bakery franchise, trading as Bakers Delight in A/NZ and as COBS Bread in Canada and the US. The family-owned business has grown to more than 700 stores across the four countries, employing more than 10,000 people throughout its franchise network. Operating at this scale across multiple regions and brands generates large amounts of customer, pricing, product and location data across front-of-store, ecommerce and loyalty systems. To support day-to-day trading and rapid decision-making with shifting market needs, the data needs to flow consistently between systems and platforms.

With a major technology renewal approaching in early 2027, Bakers Delight wanted to replace rigid, point-to-point integrations with a composable architecture that could connect new marketing platforms quickly and cost-effectively to support future growth.

“We required a foundation that could support rapid, low-cost deployment of new systems — removing the cost and complexity of re-engineering integrations every time we added a new platform,” said Keng Ng, Chief Technology Officer at Bakers Delight. “This laid the groundwork for the business to adopt new systems and capabilities quickly, without disrupting what’s already in place.”

Bakers Delight implemented the Boomi Enterprise Platform Data Hub and API Management capabilities across its customers, products, store locations, promotions, coupons and orders processes as the business rolled out new platforms. Boomi now orchestrates data integration across the company’s digital marketing stack, acting as the backbone that connects new platforms without requiring costly changes to core ERP and POS systems, including Microsoft Dynamics 365 Commerce.

In early 2026, as geopolitical events in the Middle East created rapid cost fluctuations, Bakers Delight was able to revise pricing across systems quickly and consistently, a direct result of the centralised architecture now in place.

This integration capability will remain central to how quickly Bakers Delight brings new systems into the business. As more of the organisation becomes connected, this will enable the capture of richer enterprise data, laying the groundwork for AI and AI agents to function effectively across the business.

“Bakers Delight has demonstrated how treating integration as a strategic business capability enables organisations to innovate faster and respond with greater agility,” said David Irecki, Chief Technology Officer, APJ at Boomi. “By building a reusable integration foundation, Bakers Delight can bring new digital capabilities to market faster while creating the trusted data foundation needed to support future innovation.”

Image credit: iStock.com/YaroslavKryuchka