The CX Strategy Behind Bimbo Bakeries’ 12,000 Delivery Routes

At Bimbo Bakeries USA, customer experience is closely tied to one goal: making products available when and where shoppers want them.

In this episode of The Modern Customer Podcast, you’ll hear from Jeffrey Hendrix, Chief Customer Officer at Bimbo Bakeries USA, about how the company turns its nationwide delivery network into a key part of its customer experience strategy.

Bimbo Bakeries operates one of the largest Direct Store Delivery (DSD) systems in the country. Instead of relying solely on warehouse distribution, the company delivers products directly to retail stores, where frontline teams restock shelves, manage inventory, and monitor demand in real time.

This approach helps retailers keep shelves stocked and ensures shoppers can find products when they need them—whether they’re shopping in-store, ordering online, or picking up groceries curbside.

Using data from retail scans and inventory systems, the company tracks demand and adjusts deliveries in near real time. By focusing on the metrics that matter most—such as in-stock availability—Bimbo Bakeries can respond quickly to changing shopper behavior and support retailers across thousands of locations.

Key highlights from the conversation:

• Using delivery routes to ensure products are available where and when shoppers want them
• Prioritizing in-stock availability as a core measure of customer experience
• Leveraging retail scan data to understand demand and guide inventory decisions
• Relying on frontline teams to manage and maintain shelf availability in real time
• Treating supply chain execution as essential to delivering customer experience

Listen to the episode to learn how delivery networks, supply chain technology, and frontline execution come together to power customer experience in retail—and what other companies can learn from Bimbo Bakeries’ approach.

Follow The Modern Customer Podcast for more conversations with leaders shaping the future of customer experience.

🎧 Stream now on Apple Podcasts, Spotify or your favorite podcast platform.