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Whether you know it or not, cupcake bakeries are popping up all over the place. One company, Crumbs, racked up $23.5 million in revenue in 2009. What’s their recipe?


In an interview published on BNET.com, Jason Bauer, Crumbs co-founder, attributed the firm's extraordinary performance to three key principles.

Listen to the customer.
When the Bauers began Crumbs in 2003, it was a traditional bakery which happened to sell cupcakes. The cupcakes became so popular that a decision was made to focus the business on what their customers were buying them out of every day – cupcakes. Then, once that decision was made, they expanded the selection to take advantage of the demand. Crumbs quickly became known as “the cupcake place.”

Take calculated risks.
After growth in areas with similar demographics to their first store, they carefully opened a store that served a different clientele altogether and discovered the appeal of cupcakes was broader than they originally thought. Even with the financial concerns of the last year or so, they have discovered everyone loves to give themselves a sweet treat that only cost $3-$4.

Pick your people carefully.
Many of the people who are now part of the corporate staff were once counter help. As are many store managers. This has created a culture that understands the way customers think and how to deliver what they want.

In conclusion, Bauer emphatically states that the secret is simple, “It’s all about the cupcakes. They are the stars.”

There you have it – a business owner with a very clear understanding of what his brand delivers, how it appeals to customers and how vital the culture and buying experience created by employees can be. It’s just another example of how a strong brand can make a big difference.

Read the full article.

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