Pop sensation boosts London bakery business

19 July, 2012

The Cake Store has been inundated with a wealth of new orders and social media followers after producing a bespoke cake for One Direction boy band member Louis Tomlinson.

The London-based bakery business, which produces celebration cakes, cupcakes and desserts at its showroom store in Sydenham, created a Disney-themed cake for the singer, who purchased it for his girlfriend Eleanor’s 20th birthday.

Tim Slatter, director at The Cake Store, told British Baker: “We’ve had a phenomenal response since Louis’ order with us. He tweeted us twice saying how much he loved the cake and thanked us, and within 24 hours we had 7,000 new followers on Twitter. We normally have 2,000 visitors to our website a day – this increased to 150,000 visits on the day Louis tweeted about the cake.

“That’s the impact someone young and famous can have on a bakery business and it was a very interesting scenario to be in.”

The cake, which was delivered to Louis and Eleanor on Monday by two drivers, was 3ft tall and 2ft wide and consisted of vanilla sponge with jam and buttercream. It was decorated with a Disney castle-style setting and included two hand-crafted figurines of the couple sat on a bench made of sugar paste.

Louis emailed Slatter and said: “Just received the cake and I am so overwhelmed, wow. I can’t thank you enough. She loves it so much. Can’t wait to send a tweet out. Wow!!” 

The Cake Store has received both a wealth of requests for the same cake, including as far away as Los Angeles and Frankfurt, and has seen an increase in birthday cake orders for teenage girls after the public endorsement from Louis.

Slatter added: “With the nature of our business predominantly for the birthday cakes market, it can be difficult to advertise and hard to gauge how well we do when it comes to sales. But we have seen a massive amount of interest recently and sales are strong. In the last year, sales have increased by 10%.”

The Cake Store’s sister business, The Brilliant Bakers, produces birthday, celebration and corporate cakes to be delivered UK-wide. The firm’s directors include brothers Tim and Kevin Slatter, as well as creative director, Steven Howard.





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