Sales success from celebrity cakes

19 April, 2013

Close-up of Joey Essex's cake

A London cake-maker has revealed producing cakes for celebrities has resulted in increasing sales and traffic to its social media platforms.

It comes as the Sydenham-based business revealed its latest creation exclusively to British Baker, made for stars of ITV1’s The Only Way Is Essex, Joey Essex and Sam Faiers, to celebrate their recent engagement.

The Cake Store said its latest celebrity cake measures three-feet high and is based on a Disney castle theme, similar to a design made for One Direction band member Louis Tomlinson, which saw the company’s Twitter account gain 7,000 new followers within 24 hours.

Tim Slatter, director at The Cake Store, told British Baker: “Making celebrity cakes carries a huge impact to overall sales, because it generates such vast amounts of social media traffic which, of course, is free advertising. People love to buy the same brand their favourite celebrity uses. It helps build our brand and give customers confidence in us.”

He added that the company is constantly looking at avenues to build awareness of its celebration cakes, adding The Cake Store’s close associations with Harrods and other high-profile London organisations has helped it to acquire exclusive cake projects for a variety of events.

The Cake Store has highlighted a 10% increase in turnover on last year, adding that it is constantly looking to recruit new employees and has plenty of room for expansion in its current premises.

The business has also shortened its online order time service to ‘cakes next day’ for last-minute orders, and is expecting to build a close association with a major supermarket chain in the near future.

Full-length celebrity cake from The Cake Store





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