Across Europe, bakery takeaway and delivery orders have grown rapidly over the past few years. According to industry reports, online food delivery orders in Europe have increased by more than 18% annually since 2021, with bakery products becoming one of the fastest-growing takeaway categories.
However, with the rise of delivery comes a challenge many bakeries underestimate: packaging performance during transportation.
A donut chain in Spain recently faced this exact issue. Despite strong sales and a loyal customer base, the brand began noticing a growing number of customer complaints related to delivery quality. Donuts were arriving damaged, icing was sticking to the inside of the box, and products were shifting during transport.

The Hidden Cost of Weak Packaging

At first, the company assumed the problem was caused by delivery handling. But after reviewing their operations data, the bakery discovered that the real issue was the packaging structure itself.
Their original donut boxes had several weaknesses:
1. No internal structure to stabilize donuts during delivery
2. Thin paperboard that bent when stacked with other orders
3. Limited grease resistance, allowing oil to weaken the packaging
Internal tracking showed that nearly 12–14% of delivery orders arrived with some level of product damage. For a business shipping nearly 19,500 donut boxes per month, the losses were significant.
Industry research also supports this issue. Packaging analysts estimate that improper food packaging can increase product damage rates by 20–30% during delivery, especially for delicate bakery items such as donuts, cupcakes, and pastries.

Learning What Makes Bakery Packaging Work

The bakery team began researching packaging design and supplier standards used by other food brands. During this process, they reviewed a bakery box manufacturer selection guide that explained how structural design, board thickness, and grease-resistant coatings influence the durability of bakery packaging.
More details about these considerations can be found in this guide:
https://mbpak.eu/how-to-choose-a-bakery-box-manufacturer-in-2026-that-keeps-cakes-fresh-longer/
The article highlighted several factors the company had previously overlooked:
1. Paperboard thickness and compression strength
2. Internal inserts that prevent movement during transport
3. Grease-resistant coatings to maintain box integrity
Structural designs that protect icing and toppings
With this information, the bakery worked with a packaging supplier to redesign their donut boxes.

A Redesigned Donut Box

The updated packaging solution included several improvements:
Reinforced food-grade paperboard to improve stacking strength
Custom internal inserts to prevent donuts from sliding
Grease-resistant coating to protect the structure from oil
Custom brand printing to improve store visibility and presentation
The design also optimized box dimensions, reducing empty space that previously allowed donuts to shift during transport.

Measurable Results

After introducing the new packaging, the bakery chain monitored performance over the next three months.
The results were clear:
1. Delivery damage complaints dropped by 36%
2. Packaging-related refunds decreased significantly
3. Packing efficiency improved for store staff
Even more interesting was the effect on customer perception. Social media feedback from customers frequently mentioned that the new packaging felt sturdier and more premium compared with the previous boxes.

Packaging Is Part of the Product

For bakery businesses today, packaging plays multiple roles at once:
1. Protecting delicate baked goods
2. Maintaining product freshness
3. Supporting brand identity
4. Improving operational efficiency
According to food packaging studies, over 70% of consumers say packaging quality influences their perception of a food brand, especially for takeaway orders.
For bakeries relying on delivery platforms, investing in better packaging design can therefore impact both customer satisfaction and operational costs.

Final Thoughts

As food delivery continues to expand across Europe and globally, bakery brands that prioritize well-engineered packaging solutions will have a clear advantage.
Stronger materials, better structural design, and grease-resistant coatings may seem like small details, but they can dramatically reduce product damage and improve the overall customer experience.
For many bakery businesses, packaging is no longer just a container—it is a critical part of the product journey from kitchen to customer.