Pancake Day 2021: stand-out strategies

Date : 11 February 2021

Sabira Habib

Retail Analyst

Ahead of Pancake Day on 16 February, we look at some of our favourite initiatives from 2021.

The Breakfast Club: pancakes to your doorstep

The increased demand for scratch-cooking, due to the lockdown, has led retailers and brands to extend their seasonal offerings in form of DIY kits to help shoppers recreate and enjoy the products at home.

The Breakfast Club café launched its first-ever pancake kit, which is available for delivery nationwide throughout February. The box costs £40 and contains all the essential ingredients to help shoppers make the perfect pancakes at home.


Source: @thebrekkyclub

M&S: private label activation

M&S is appealing to shoppers by extending its private label offering to include new and exciting products ready for Pancake Day. In line with January’s promotional event, Veganuary, M&S has launched its first-ever vegan-friendly pancake mix. The retailer has also extended its famous Percy Pig range to include its ready-made Percy Pig pancakes.


Source: M&S

SPAR: prominent in-store displays

In 2020, the convenience channel saw an increase in footfall as shoppers prioritised safety and shopped more locally, to avoid travelling long distances. The channel’s growth has led to more in-store seasonal event execution. This helps to boost overall sales and retain new and existing shoppers by appealing to various seasonal events’ needs.

SPAR stores in the UK are capturing shoppers’ attention by featuring a wide range of ingredients for pancakes. The ingredients are displayed on standalone and gondola end fixtures.


Source: @Spar_ossy, @SPAR_PrincessSt

Iceland: a Pancake Day twist on a viral Tik-Tok hack

Calling it the ‘next generation’ hack, Iceland has recreated the viral Tik-Tok tortilla hack, using pancakes instead of tortillas. It offered ideas on its Instagram page of different pancake toppings to be filled in each quarter of its Ma Raeburn’s pancakes.


Source: Iceland

Find out about more seasonal events here.

More insight from the latest promotional events globally

  • Read about Super Bowl, 2021 here. Retail Analysis subscribers can read the full report on how the pandemic is shaping this year’s Super Bowl initiatives here
  • Read about the rise in Veganism: spotlight on Veganuary initiatives here. Retail Analysis subscribers can read our full report on Veganuary UK, 2021 here