Cupcake firm Hummingbird Bakery to expand

08 April, 2011
Page 4 

Arguably one of the most well-known UK cupcake companies, The Hummingbird Bakery is to open its fourth outlet in June.

Located in Frying Pan Alley in Spitalfields, London, it will form part of the firm's plans for wider expansion, both across London, the UK, and internationally.

As well as selling Hummingbird's cupcakes, sweet treats and desserts, the outlet will also house the firm's 'Cakes By Consultation' department, and will double the delivery capacity of its online ordering service.

Founder Tarek Malouf told British Baker that the new consultation department will pull together its bespoke cake-making service formerly spread across all its branches under one roof. The new site will also house a new wedding cake consultation room.

"The site will be similar in design to our shop in Wardour Street, Soho. There will be limited seating, as we are focused on being a retail bakery rather than a café concept," said Malouf.

All products will be baked and decorated on-site, which is key to the bakery's ethos, said Malouf. He confirmed he has plans to open up in different locations across the UK, but not until the firm has the correct infrastructure in place.

Meanwhile, its first international franchise outlet is due to open in the Middle East by the beginning of 2012.

Malouf has also just launched his second recipe book, The Hummingbird Bakery Cake Days.

Benjamin C. M. Backhouse





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