Small Enterprise sat down with Katie Cross, director of vegan bakery Cake or Death, one of many three winners of the Small Enterprise x Sage pop-up store competitors.
Cake or Loss of life was certainly one of three successful companies chosen by our professional panel to occupy a pop-up store house in London’s busy Oxford Road earlier this month.
The Devon-based bakery creates luxurious brownies delivered by your letterbox in iconic pink leopard-print packing containers. The Unbiased named the mail-order bakery Finest Letterbox Deal with in 2020.
Lifelong baking fanatic Katie Cross began her vegan cake enterprise in 2019 promoting on to bakeries, cafés and eating places. She pivoted the enterprise to promoting direct throughout the pandemic.
Earlier than her reinvention as a star baker, Katie Cross loved a profitable profession as a fundraiser and marketer within the charity sector, working for the NSPCC and Greenpeace UK, amongst others.
The place did the thought of Cake or Loss of life come from?
It advanced over quite a lot of years. It began after I utilized for The Nice British Bake Off. I bought fairly far by the audition course of though I didn’t truly get onto the programme, which was an excellent disappointment. However I feel it confirmed me that I had a ardour for baking, and that I needed to pursue it as a profession. So, over the following yr I experimented with baking and some occasions and that bought me to the purpose the place I used to be able to give up my day job.
How lengthy has Cake or Loss of life been in enterprise?
We’ve been working for four-and-a-half-years now. We began as a wholesale cake enterprise, however we needed to pivot sadly in the beginning of the pandemic as a result of most of our wholesale prospects needed to shut their doorways. We determined to ship our brownies, which have been our hottest product, by the publish in letterbox-sized packing containers and now 1000’s of individuals ship them as items, principally to household and buddies.
What made you determine to enter the Small Enterprise x Sage pop-up store competitors?
Two years in the past, Cake or Loss of life moved from its kitchen in London to sunny Devon, which was a private transfer for myself and my household. We’ve arrange a bakery in Exeter. The concept of getting a presence in London for 4 days was actually thrilling. A whole lot of my prospects are primarily based in Londoners, and I knew I may get them to come back and see us within the pop-up store. It was actually thrilling to be in such a busy a part of the town.
What’s your expertise been of being within the pop-up store?
I do suppose that footfall is de facto excessive on the street, however it’s been more durable than I believed to get folks to come back in. Individuals are not too certain about what the thought is. We’ve discovered probably the most profitable factor to do is to present tasters on the street and level folks in the direction of the store. Individuals are fairly reticent about strolling into a store after they don’t know what’s happening.
What would your recommendation be to anyone coming into subsequent yr’s Sage pop-up store competitors?
It’s best to go for it, however you want a simple retail-able product, and you have to really feel that the patrons on Oxford Road are your sort of buyer. It’s essential have put some thought into advertising and PR. We laid some groundwork by performing some PR work and a radio interview forward of time, and we reached out to Instagram influencers to come back and see us on the primary day. We’ve additionally been priming our prospects for per week to come back and see us. Doing that groundwork is de facto necessary.
Extra on the Sage pop-up store competitors
Sage pop-up store winner #1 – Deborah Maclaren, LoveReading – Deborah Maclaren, managing director of LoveReading, sits down with SmallBusiness to speak about what successful one of many three coveted spots within the Sage pop-up store competitors means to her
Sage pop-up store winner #3 – Katie Hanton-Parr, Baboodle – Katie Hanton-Parr, founding father of Baboodle, tells Small Enterprise what successful the Sage pop-up store competitors has meant for her on-line child gear subscription enterprise