The product is the search. Sourdough, a particular pastry, a regional loaf: those phrases carry more intent than the trade name and they come from somebody who will make a special trip.
Dietary requirements create small, fiercely loyal audiences. Gluten free, vegan, no nuts on the premises: people with a restricted diet search for it repeatedly and travel further than any other customer.
Celebration cakes are the most valuable search a bakery can win. The order is large, paid in advance and planned weeks ahead, and it is decided almost entirely on photographs and clarity of process.
The calendar never varies. Easter, Christmas and the local festivals produce the same demand on the same weeks, and the pages that take those orders should be live a month beforehand.