Bakers Delight Modernises Digital Marketing Systems and Accelerates Deployment Times With Boomi

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Boomi, the data activation company for AI, today announced Bakers Delight has modernised its digital marketing systems using the Boomi Enterprise Platform, significantly reducing new system rollout times and giving the business the agility to respond faster to changing market conditions.

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.

When deploying Talon.One for loyalty and promotions, and Shopify for ecommerce, Bakers Delight was able to reuse its existing customer, product, pricing, and location integrations, significantly reducing the time and cost of each implementation.

“Because core integrations were built once and reused, every new platform was deployed significantly faster than expected, with Klaviyo live in just three months, Shopify in four and Talon.One in nine, across our global franchise network,” said Ng. “Having centralised integration and master data has also proven critical when the business needs to act quickly across multiple systems.”

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.

While Bakers Delight has built up its own internal integration and data engineering capabilities, support from Boomi Consulting was key in getting the program off the ground. The blueprinting process quickly demonstrated its value, producing a stable and reliable system. Vendors of the new systems, including Klaviyo and Talon.One, provided their own internal resources to support implementation, while external partners were engaged for Shopify and Microsoft Dynamics 365 Commerce.

“What started as a need to modernise quickly and affordably has become a platform that gets stronger with every addition, giving the business the agility to move faster and with more confidence each time,” said Ng.

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.”

Additional Resources

· Read about the winners of the 2026 APAC Innovation Awards
· Hear from Boomi’s global customers
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About Boomi

Boomi, the data activation company for AI, powers the agentic enterprise by bringing data to life across the business. The Boomi Enterprise Platform is the active data foundation that delivers essential agentic infrastructure to drive agentic transformation. By unifying agent design and governance, API and MCP management, integration and automation, and data management into a single platform, Boomi enables organizations to harness the power of AI with secure, scalable connectivity. Trusted by over 30,000 customers and supported by a network of 800+ partners, Boomi helps organizations of all sizes achieve agility, efficiency, and innovation at scale. Discover more at boomi.com.

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