It is true to see that consumers pose a credible threat of backward integration to retailers however in order to compete effectively against the backdrop retailers as a result seek different ways of improving performance by adopting strategic schemes of work based on relationship marketing which aim to build greater customer loyalty and long-term relationships with suppliers. This explains Breadtalk strategy in the integration process between suppliers, retailers and customers. Breadtalk integrates backwards by producing and designing its products in its own factories and this benefits customers as products are priced potentially lower. In relation to buyer power in the industry Breadtalk seeks to enhance customer loyalty through a focus on enhancing existing relationships while aiming at winning new customers also and tying them into long termrelationships with companies. This is done by providing customers withpositive shopping experience through good customer service. For example,Loyalty card- Spend above $5, you will get a stamp on your card. With correct no. of stamps, customers are able to redeem a free bun. Package meals arealso available where 5 buns are sold for $5 and Breakfast set comprising coffee/tea+bun at $2.