The Cake Bake Shop

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.

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

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

• Specialty layer cakes
• Afternoon tea service
• Wedding event catering
• Branded cake decorations
• Artisan bakery goods

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Restaurant Dining: Full-service restaurants offering breakfast, brunch, lunch, dinner, afternoon tea, cocktails, champagne and wine at three locations. Reservations through OpenTable.
2. Bakery Products: Direct sales of cakes, pies, cheesecakes, cookies, French pastries, breakfast items, savory items, and chocolates through retail locations and nationwide shipping.
3. Retail Merchandise: Sale of branded merchandise including homeware, cake toppings, food & drink items, gifts and occasions products through physical gift shops and e-commerce.
4. Private Dining & Events: Private event hosting including weddings, corporate dinners, showers, birthdays with customized menus and dedicated event planning services.
5. 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.
6. 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

Go-to-market motion2 records

Distribution channels8 records

Marketing channels6 records

Core 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

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• Williams-SonomaflagshipChannel Partner/ Reseller/ Distributor · 11 November 2020Exclusive 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.coreStrategic or Co-development PartnerExclusive partnership for branded merchandise and gifting products
• Pottery Barn TeenminorChannel Partner/ Reseller/ DistributorPartnership offering gluten-free dorm care packages featuring Cake Bake Shop products
• CostcocoreChannel Partner/ Reseller/ DistributorGift 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)coreStrategic or Co-development PartnerPartnership to create proprietary Rosé Bubbles sparkling wine (Crémant de Bourgogne from France) sold exclusively at Cake Bake Shop locations
• LenoxcoreOEM/ Whitelabel/ Licensing PartnerPartnership 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 HotelminorChannel Partner/ Reseller/ DistributorEclairs featured at Le Meridian Hotel
• St. Elmo SteakhouseminorChannel Partner/ Reseller/ DistributorCakes featured on restaurant menu
• DisneyflagshipStrategic or Co-development PartnerFlagship restaurant and bakery location at Disney's BoardWalk at Walt Disney World Resort featuring custom marble inlays, rotating carousel, and Swarovski crystal chandeliers
• KrogerminorChannel Partner/ Reseller/ DistributorOpened Cake Bake Shop in newly remodeled Kroger market in Carmel
• Dammann FrèresminorChannel Partner/ Reseller/ DistributorCustom-blended teas used for afternoon tea service at all locations

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Direct 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

• Facebookfacebook.com/thecakebakeshop
• Instagraminstagram.com/thecakebakeshop
• Pinterestpinterest.com/thecakebakeshop
• Xx.com/thecakebakeshop

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Cake Bake Shop