The Cake Bake Shop
The Cake Bake Shop is a privately-held, founder-operated specialty bakery and restaurant chain with three locations (Indianapolis, Carmel, and Disney's BoardWalk) and a 32,000 sq ft Florida production facility, serving special-occasion consumers, weddings, corporate events, and gift shoppers through dine-in, nationwide shipping, and Williams-Sonoma wholesale distribution.
- Company typePrivate
- Founded2014
- HeadquartersIndianapolis, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Cake Bake Shop does
The Cake Bake Shop, Inc. is a privately-held specialty bakery and restaurant operator founded by Gwendolyn Rogers in 2014 and headquartered in Indiana. The company operates three restaurant-bakery locations — Broad Ripple Village (Indianapolis), Carmel City Center, and Disney's BoardWalk at Walt Disney World Resort in Bay Lake, Florida — supported by a 32,000 square foot production warehouse in Kissimmee, Florida. Core offerings include handmade from-scratch signature three-layer cakes (Earl's Court Chocolate, Raspberry Champagne, Millionaire, Red Velvet, Coconut Passion Fruit, Hummingbird, Mint Chocolate Chip, Celebration), pies, cheesecakes, French pastries, breakfast items, savory quiches, and Belgian chocolate truffles, sold via dine-in, takeout (Toast Tab), nationwide flat-rate shipping (Shopify storefront), and an exclusive distribution partnership with Williams-Sonoma carrying 36+ SKUs. The company has built a layered branded merchandise business including trademarked Pixie Glitter®, Pixie Fetti®, Pixie Flavor® extracts, Pixie Cake Dolls® collectibles, Pixie Paddle® bakeware, a proprietary Rosé Bubbles® sparkling wine (JCB Crémant de Bourgogne), and Lenox porcelain homeware.
Revenue is generated through a multi-channel model combining restaurant dining with reservations managed via OpenTable, afternoon tea service ($65-$95 per person), retail merchandise sales in physical gift shops and online, private dining and event hosting (up to 120 guests) for weddings and corporate clients via a dedicated Concierge Events Team, and wholesale partnerships (Williams-Sonoma exclusive distribution, Costco gift cards in Indiana totaling $1M+, Kroger Stores, Le Meridian Hotel, St. Elmo Steakhouse). Pricing is unit-based with signature cakes at $115-$125, pies at $72-$130, breakfast items at $62-$72, cookies/bars at $6-$12, and gift shop items ranging from $32.99 (Pixie Jam/Jelly/Flavor extracts) to $89 (cookbook) and $87 (Rosé Bubbles). Customer segments span special occasion consumers, wedding and event hosts, gift shoppers, B2B wholesale partners, and Disney guests.
The business is technologically lean: e-commerce is built on Shopify, reservations through OpenTable, and online ordering through Toast Tab, with no disclosed AI/ML, proprietary software platforms, or data flywheel mechanics. The competitive moat is brand-led, anchored by national media exposure (Oprah's Favorite Things 2019, Oprah's 'O' List 2018, Food Network, Rachael Ray Show, Hallmark's Home & Family), celebrity clientele, four consecutive OpenTable Diners' Choice Awards (2023-2026), three consecutive Top 100 Brunch rankings (2023-2025), and Rogers' 2026 American Academy of Chefs Culinary Hall of Fame induction. The company remains owner-operated by Gwendolyn Rogers with no disclosed institutional equity backing; the only disclosed funding was a $300,000 debt-funded bank loan from Fifth Third Bank in 2012 that was repaid within the first year of operations.
The Cake Bake Shop firmographics
Firmographics- Name
- The Cake Bake Shop
- Legal name
- The Cake Bake Shop, Inc.
- Website
- https://thecakebakeshop.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Cake Bake Shop is a privately-held, founder-operated specialty bakery and restaurant chain with three locations (Indianapolis, Carmel, and Disney's BoardWalk) and a 32,000 sq ft Florida production facility, serving special-occasion consumers, weddings, corporate events, and gift shoppers through dine-in, nationwide shipping, and Williams-Sonoma wholesale distribution.
- Ownership category
- akta.pro rank
The Cake Bake Shop industry classification
Industry- Product category
- Specialty Bakery and Confectionery
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Chocolate and Confectionery Manufacturing (31135), Confectionery Manufacturing from Purchased Chocolate (311352)
- SIC
- Bakery Products (2050), Sugar & Confectionery Products (2060), Cookies & Crackers (2052), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)
- akta.pro primary industry
- Cake Shops & Custom Celebration Cakes (THAFAFAC)
- akta.pro secondary industries
- Patisseries & Dessert Boutiques (CRAHAGAB), Online Bakery & Desserts Delivery (CRAHAIAK), Pastry, Cakes & Desserts Wholesale (AFAIAFAB), Dessert & Bakery Catering (Cakes, Pastries, Candy) (HSACAGAI)
Keywords
Where The Cake Bake Shop is headquartered
LocationHeadquarters
- HQ city
- Indianapolis
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
The Cake Bake Shop business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Restaurant Dining: Full-service restaurants offering breakfast, brunch, lunch, dinner, afternoon tea, cocktails, champagne and wine at three locations. Reservations through OpenTable.
- Bakery Products: Direct sales of cakes, pies, cheesecakes, cookies, French pastries, breakfast items, savory items, and chocolates through retail locations and nationwide shipping.
- Retail Merchandise: Sale of branded merchandise including homeware, cake toppings, food & drink items, gifts and occasions products through physical gift shops and e-commerce.
- Private Dining & Events: Private event hosting including weddings, corporate dinners, showers, birthdays with customized menus and dedicated event planning services.
- Wholesale/Partnership: Exclusive partnership with Williams-Sonoma selling 36+ products nationwide. Costco gift card sales. Products featured at Le Meridian Hotel and St. Elmo Steakhouse.
- Afternoon Tea Service: Curated afternoon tea experiences at $65-$95 per person with custom-blended Dammann Frères tea, seasonal scones, finger sandwiches, and desserts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Afternoon Tea - Broad Ripple Village |
| Unit Pricing | Pay-as-you-go | Afternoon Tea - Disney's BoardWalk |
| Unit Pricing | Pay-as-you-go | Signature Layer Cakes |
| Unit Pricing | Pay-as-you-go | Pies |
| Unit Pricing | Pay-as-you-go | Breakfast Items |
| Unit Pricing | Pay-as-you-go | Cookies & Bars |
| Unit Pricing | Pay-as-you-go | Gift Shop Items |
| Unit Pricing | Pay-as-you-go | Cake Toppings |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels6 records
The Cake Bake Shop product offering
Product offeringCore offering
The Cake Bake Shop manufactures and sells handmade, from-scratch specialty layer cakes, pies, cheesecakes, French pastries, cookies, chocolates, breakfast items, and savory items through three bakery-cafe locations (Broad Ripple Village, Carmel City Center, and Disney's BoardWalk) and a direct-to-consumer e-commerce site offering flat-rate nationwide shipping. The company also operates an afternoon tea service, a wedding services program, private dining and event hosting, and a wholesale gift/merchandise program featuring its proprietary Pixie-branded decorating products (Pixie Glitter, Pixie Fetti, Pixie Flavor, Pixie Color, Pixie Sugar, Pixie Shimmer) and Rosé Bubbles.
Product overview
The Cake Bake Shop is a multi-location bakery and restaurant chain operated by founder Gwendolyn Rogers, offering an extensive portfolio of products and services. The core offering centers on handcrafted from-scratch baked goods including signature three-layer cakes (Earl's Court Chocolate, Raspberry Champagne, Millionaire, Red Velvet, Carrot, Coconut Passion Fruit, Hummingbird, Mint Chocolate Chip, Celebration, and Cotton Candy), pies (Blueberry Crumble, Key Lime, Peanut Butter Mousse), cheesecakes (Strawberry), French pastries, breakfast items, savory quiches, and Belgian chocolate truffles. The company has built a distinctive branded ingredient line including trademarked Pixie Glitter, Pixie Fetti Sprinkles, Pixie Candles, Pixie Flavor Extracts, and Pixie Jam & Jelly. The gift shop complements the bakery with branded merchandise including Pixie Cake Dolls collectibles, Brûlée Porcelain Mugs, Pixie Paddle bakeware, cookbooks, and specialty teas. Rosé Bubbles sparkling wine is available through a partnership with Jean-Charles Boisset. The restaurant division offers full-service dining with signature afternoon tea experiences (award-winning, Top 100 Most Romantic Restaurants), private dining and events hosting (up to 120 guests), and wedding services. Three physical locations operate in Broad Ripple Village (Indianapolis), Carmel City Center (Indiana), and Disney's BoardWalk at Walt Disney World Resort (Florida). Products are available via nationwide flat-rate shipping, with local pickup and delivery at select locations.
Differentiator
Problem solved
Functional benefit
Brands
- Pixie Glitter Wishes®: Gwendolyn's trademarked brand for cake decorations and products including Pixie Glitter®, Pixie Fetti®, Pixie Color®, Pixie Flavor®, Pixie Sugar® & Pixie Shimmer®.
- Rosé Bubbles®
- Pixie Cake Dolls®
- Pixie Jam™ & Pixie Jelly™
- Roses of Gold Afternoon Tea
Products and services
- Signature Layer Cakes
Quantifiable outcome
- Won Diners' Choice Award 2026 for four consecutive years (2020-2026)
- +5 more outcomes
Companies that use The Cake Bake Shop
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles3 records
The Cake Bake Shop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
The Cake Bake Shop partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- Williams-SonomaflagshipExclusive partnership making over 36 products available on Williams-Sonoma website shipping nationwide. Includes cakes, cookies, pies, and branded merchandise under the Williams-Sonoma brand.
- Tiffany & Co.coreExclusive partnership for branded merchandise and gifting products
- Pottery Barn TeenminorPartnership offering gluten-free dorm care packages featuring Cake Bake Shop products
- CostcocoreGift cards available in all Costco locations in Indiana. Highest selling gift card in the state with over $1 million in sales. Also partnered with Kroger Stores.
- Jean Charles Boisset (JCB)corePartnership to create proprietary Rosé Bubbles sparkling wine (Crémant de Bourgogne from France) sold exclusively at Cake Bake Shop locations
- LenoxcorePartnership to create exclusive line of fine china, porcelain, and tableware for Cake Bake Shop including tea pots, cups, saucers, sugar bowls, creamers, dinner plates, and soup bowls
- Le Meridian HotelminorEclairs featured at Le Meridian Hotel
- St. Elmo SteakhouseminorCakes featured on restaurant menu
- DisneyflagshipFlagship restaurant and bakery location at Disney's BoardWalk at Walt Disney World Resort featuring custom marble inlays, rotating carousel, and Swarovski crystal chandeliers
- KrogerminorOpened Cake Bake Shop in newly remodeled Kroger market in Carmel
- Dammann FrèresminorCustom-blended teas used for afternoon tea service at all locations
Scale indicators11 records
Recent moves8 records
Expansion highlights6 records
The Cake Bake Shop competitors and assessment
Company assessmentDirect peers
- Milk Bar: Founded by Christina Tosi, Milk Bar is a specialty bakery chain with multiple storefronts and a nationally shipped line of cakes, cookies, and baking products. Highly comparable to Cake Bake Shop in DTC shipment model, premium positioning, and trademarked proprietary product lines (Crack Pie, Compost Cookies, Milk Bar Treats).
- Magnolia Bakery: Iconic New York-based bakery famous for banana pudding and cupcakes, with multiple U.S. locations and nationwide shipping. Directly comparable to Cake Bake Shop as a premium, multi-location specialty bakery with celebrity-favorite status and strong gifting/celebration positioning.
- Carlo's Bakery: Brick, NJ-based custom celebration cake shop made famous by the Cake Boss TV series, with multiple U.S. retail locations and shipped products. Closely comparable to Cake Bake Shop in custom-cake focus, TV and celebrity-driven brand exposure, and tiered wedding/celebration offerings.
- Sprinkles Cupcakes: Pioneering premium cupcake and dessert chain with multiple storefronts and nationwide cupcake/cookie shipping via an ATM/online platform. Comparable to Cake Bake Shop in upscale positioning, custom cake extension, and shipping-as-distribution model.
- Georgetown Cupcake: Washington D.C.-based specialty cupcake and custom cake bakery with multiple storefronts, TV exposure (DC Cupcakes), and shipped products. Comparable to Cake Bake Shop in premium price points, custom celebration cakes, and television-driven brand awareness.
- Nothing Bundt Cakes: Fast-growing specialty bundt cake franchise with hundreds of U.S. locations, focused on celebratory cake formats and gifting. Comparable to Cake Bake Shop in custom/celebration cake focus, gifting and shipping channels, and increasingly experiential in-store experience.
- SusieCakes: California-based specialty cake and dessert bakery chain with multiple storefronts, custom layer cakes, and shipped products. Comparable to Cake Bake Shop in three-layer custom cake hero products, premium neighborhood boutique format, and nationwide shipping of signature desserts.
- Levain Bakery: New York-based artisan cookie and baked goods shop with multiple U.S. storefronts and nationally shipped cookies. Comparable to Cake Bake Shop in cult-brand bakery positioning, premium pricing, signature hero SKUs (cookies here; signature layer cakes for Cake Bake Shop), and DTC shipping.
- Tatte Bakery & Café: Boston-based upscale bakery and café chain serving pastries, cakes, and Mediterranean-inspired fare in beautifully designed venues. Comparable to Cake Bake Shop in combining full-service restaurant dining with patisserie-quality cakes and pastries at premium price points.
- Dominique Ansel Bakery: Celebrity chef-founded New York bakery known for signature inventions (Cronut, Cookie Shot) and custom celebration cakes, with locations in NYC, London, and Tokyo. Comparable to Cake Bake Shop in chef-founder identity, signature hero products, premium celebration cake focus, and press-driven brand visibility.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Cake Bake Shop social profiles
Digital presenceThe Cake Bake Shop financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Cake Bake Shop leadership team
Management profileNumber of profiles
Profiles20 records
The Cake Bake Shop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Cake Bake Shop M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Cake Bake Shop
What does The Cake Bake Shop do?
The Cake Bake Shop manufactures and sells handmade, from-scratch specialty layer cakes, pies, cheesecakes, French pastries, cookies, chocolates, breakfast items, and savory items through three bakery-cafe locations (Broad Ripple Village, Carmel City Center, and Disney's BoardWalk) and a direct-to-consumer e-commerce site offering flat-rate nationwide shipping. The company also operates an afternoon tea service, a wedding services program, private dining and event hosting, and a wholesale gift/merchandise program featuring its proprietary Pixie-branded decorating products (Pixie Glitter, Pixie Fetti, Pixie Flavor, Pixie Color, Pixie Sugar, Pixie Shimmer) and Rosé Bubbles.
Is The Cake Bake Shop a public or private company?
The Cake Bake Shop is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Cake Bake Shop founded?
The Cake Bake Shop was founded in 2014. It employs 51 to 100 people.
Where is The Cake Bake Shop based?
The Cake Bake Shop is headquartered in Indianapolis, United States, in the North America region.
How does The Cake Bake Shop make money?
Six revenue lines are on record. Restaurant Dining is the primary driver. The others are bakery Products, retail Merchandise, private Dining & Events, wholesale/Partnership and afternoon Tea Service.
Who are The Cake Bake Shop's main competitors?
Direct peers on record are Milk Bar, Magnolia Bakery, Carlo's Bakery, Sprinkles Cupcakes, Georgetown Cupcake, Nothing Bundt Cakes, SusieCakes, Levain Bakery, Tatte Bakery & Café and Dominique Ansel Bakery.
Does The Cake Bake Shop have an API?
No public API is recorded for The Cake Bake Shop.
What industry is The Cake Bake Shop in?
The Cake Bake Shop's product category is Specialty Bakery and Confectionery. Its primary akta.pro industry code is THAFAFAC, Cake Shops & Custom Celebration Cakes, with a secondary code of CRAHAGAB, Patisseries & Dessert Boutiques. Its NAICS code is 311811 and its SIC code is 2050.