The Hummingbird Bakery
The Hummingbird Bakery is a privately held London-based American-style bakery operating six retail stores across central London, an e-commerce site with nationwide delivery, and third-party delivery via Uber Eats and Deliveroo, serving individual consumers buying handmade cupcakes, cakes, and celebration baked goods for personal occasions.
- Company typePrivate
- Founded2004
- HeadquartersSpitalfields, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Hummingbird Bakery does
The Hummingbird Bakery is a privately held London-based bakery brand, founded in 2004, that specializes in handmade American-style baked goods including cupcakes, cakes, brownies, cookies, pies, and cheesecakes. It operates six physical retail locations across central London (Victoria, South Kensington, Notting Hill, St. John's Wood, Soho, and Spitalfields), an own-brand e-commerce site (hummingbirdbakery.com) with delivery across London and nationwide shipping for selected products such as cook books and at-home decorating kits, and third-party delivery partnerships with Uber Eats and Deliveroo for same-day fulfilment. Products are made fresh to order without preservatives, with extensive customization options including personal messages, colour choices, flavour variations, and themed designs for occasions ranging from birthdays and weddings to baby showers and corporate events. The price ladder runs from £3 accessories (candles, greeting cards) and £4.25 individual cupcakes up to £235 tiered wedding cakes, with party packs serving 16-48 people priced between £67.25 and £188.
The company's go-to-market is direct-to-consumer across three layers: own physical retail in high-footfall London catchments, direct e-commerce with postcode-gated delivery, and aggregator delivery through Uber Eats and Deliveroo. Primary customer segments are individual consumers celebrating personal occasions (birthdays, weddings, christenings, graduations), with secondary segments in corporate orders and families planning children's parties. Bespoke high-value orders (tiered wedding cakes priced £155-£235, requiring 7-day notice) are collected from the Spitalfields branch, indicating a centralized production/fulfilment approach for premium SKUs.
Underlying technology is traditional craft baking rather than software: the company's own positioning explicitly states it is not a technology company and does not disclose any proprietary AI/ML, automation, or platform IP. The technology stack disclosed is conventional retail: Magento-style e-commerce storefront, standard payment integrations (Visa, MasterCard, American Express, PayPal, Apple Pay), and integrations with third-party delivery aggregators. No patents, certifications, regulatory licences, or AI capabilities were disclosed. Ownership is described as privately held with no parent company, institutional investors, or M&A activity referenced in the source material.
The Hummingbird Bakery firmographics
Firmographics- Name
- The Hummingbird Bakery
- Legal name
- The Hummingbird Bakery
- Website
- https://hummingbirdbakery.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Hummingbird Bakery is a privately held London-based American-style bakery operating six retail stores across central London, an e-commerce site with nationwide delivery, and third-party delivery via Uber Eats and Deliveroo, serving individual consumers buying handmade cupcakes, cakes, and celebration baked goods for personal occasions.
- Ownership category
- akta.pro rank
The Hummingbird Bakery industry classification
Industry- Product category
- Artisan Bakery and Celebration Cakes
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH)
Keywords
Where The Hummingbird Bakery is headquartered
LocationHeadquarters
- HQ city
- Spitalfields
- HQ country
- United Kingdom
- HQ region
- Europe
Offices6 records
Markets served
The Hummingbird Bakery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Bakery Products: Direct sales of handmade American-style bakery products including cupcakes, cakes, brownies, cookies, cheesecakes, pies, and party packs through physical store locations and online ordering.
- Online Delivery Orders: E-commerce sales with delivery across London and nationwide, where products are ordered online and delivered to customers.
- Third-Party Delivery: Sales through third-party delivery platforms Uber Eats and Deliveroo for same-day delivery in applicable areas.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wedding Cakes |
| Unit Pricing | Pay-as-you-go | Standard Cakes |
| Unit Pricing | Pay-as-you-go | Cupcakes |
| Unit Pricing | Pay-as-you-go | Party Packs |
| Unit Pricing | Pay-as-you-go | Accessories |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
The Hummingbird Bakery product offering
Product offeringCore offering
The Hummingbird Bakery is an authentic American-style bakery that hand-bakes and sells cupcakes, celebration cakes (including birthday and wedding cakes), brownies, cookies, pies, and cheesecakes through six London retail stores, an e-commerce website with nationwide delivery, and third-party delivery platforms. Products are made to order from scratch without preservatives, with extensive customization options for personal messages, colours, and themed designs.
Product overview
The Hummingbird Bakery is an authentic American-style bakery based in London, offering a diverse portfolio of handmade baked goods. The core product lineup centers around cupcakes and cakes (including birthday, wedding, and celebration cakes) supplemented by brownies, cookies, pies, and cheesecakes. The company provides various purchasing options including individual items, selection boxes (Cupcake Selection Boxes, Favourite Flavours Selection Box), sharing bundles (Red Velvet Sharing Bundle, Chocolate Sharing Bundle, Rainbow Sharing Bundle), party packs, and accessories (greeting cards, candles). Nationwide delivery is available for select products including cook books and at-home decorating kits. The bakery also partners with Uber Eats and Deliveroo for delivery services and accepts multiple payment methods including Visa, MasterCard, American Express, PayPal, and Apple Pay.
Differentiator
Problem solved
Functional benefit
Products and services
- Cupcakes Handmade American-style cupcakes offered in Classic, Mini, themed (e.g. Peppa Pig), selection boxes, and dietary variants (Vegan, Made Without Gluten). Targeted at individual consumers and families for personal occasions and gifting.
- Cakes Authentic American-style cakes in flavours including Vanilla, Red Velvet, Chocolate, Rainbow, Heart-shaped, Pinata, Nutty, Fruity, plus Vegan and Made Without Gluten options. Sold to consumers for personal celebrations.
- Birthday Cakes Specialised birthday celebration cakes including Number Sprinkle Cakes, age-specific cakes (18th, 21st, 30th, 40th, 50th, 60th), Animal Cakes, Dinosaur Cakes, Unicorn Cakes, Football Cakes, and Space Rocket Cakes for individual consumers and families.
- Wedding Cakes Tiered and single-layer wedding cakes including Tiered Band Cake, Tiered Snowfall Cake, Tiered Red Velvet Cake, Rustic Tiered Cake, and Rose Collection designs. Available in various flavours and sizes, requiring 7-day advance notice and collection from the Spitalfields branch.
- Brownies & Cookies Freshly baked brownies and cookies including Chocolate Brownies and multiple cookie options for individual consumers.
- Pies & Cheesecakes Handmade pies and cheesecakes including Maltesers Cheesecake and Lemon Meringue Pie for individual consumers.
- Party Packs Bundled party packages containing cake and cupcakes, including Lemon & Raspberry Party Pack (serves 34) at £135.00 and Rainbow Party Pack (serves 48) at £188.00, aimed at families and group organisers.
- Sharing Bundles Sharing bundles combining a 6-inch cake with matching cupcakes. Includes Red Velvet Sharing Bundle (serves 14-16, £67.25), Chocolate Sharing Bundle (serves 16), and Rainbow Sharing Bundle (serves 16, £72.25).
- Hampers Gift hampers including Christmas Hampers available for nationwide delivery, targeted at gifting occasions.
- Nationwide Products Products available for nationwide delivery including Cook Books and At Home Decorating Kits, extending the bakery's reach beyond London.
- Party Bag Fillers
Companies that use The Hummingbird Bakery
Customer profileSegments3 records
Ideal customer profiles3 records
The Hummingbird Bakery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
The Hummingbird Bakery partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Uber EatsminorThird-party delivery partnership enabling same-day delivery of bakery products to customers through the Uber Eats platform. Products are prepared in-store and delivered to customers via Uber Eats drivers.
- DeliveroominorThird-party delivery partnership for same-day delivery of bakery products through the Deliveroo platform. Available at select store locations including South Kensington.
Recent moves6 records
Expansion highlights5 records
The Hummingbird Bakery competitors and assessment
Company assessmentBroad incumbents
- Ottolenghi: Premium London-based bakery/restaurant group with multiple deli-bakery locations selling cakes, pastries, and celebration desserts; overlaps on premium positioning and occasion bake-at-home products.
- Greggs: Dominant UK bakery-on-the-go chain with thousands of locations; not a direct premium-occasion peer but represents the broader UK baked goods retail incumbents competing for consumer share-of-stomach.
Direct peers
- Crumbs Bake Shop: Former publicly-traded US cupcake specialty retailer offering gourmet cupcakes, cakes, and cookies; highly comparable product mix and DTC occasion-based gifting model to The Hummingbird Bakery.
- Patisserie Valerie: UK café-patisserie chain with nationwide retail estate offering cakes, patisserie, and celebration desserts; a UK-scale direct competitor sharing the celebration cake positioning with Hummingbird.
- Bread Ahead: London bakery and baking school known for doughnuts, sourdough, and celebration cakes with multiple Borough Market and central locations; comparable artisan-craft bakery retail model.
- Konditor & Cook: London-based premium cake and bakery brand operating several storefronts and offering custom celebration cakes; directly comparable on customization-led, occasion-focused cake business.
- Sprinkles Cupcakes: American cupcake chain (originally LA) known for redefining the premium cupcake category; offers retail bakeries and nationwide cupcake shipping, directly comparable business model to The Hummingbird Bakery.
- Peyton and Byrne: UK celebration cake and patisserie specialist serving both retail and corporate/hospitality channels; comparable occasion-cake focus with custom-designed offerings.
- Lola's Cupcakes: UK-based premium cupcake and cake brand with London retail locations and nationwide delivery; the closest direct UK competitor to The Hummingbird Bakery, with overlapping product range and customer base.
- Magnolia Bakery: Iconic American-style bakery specializing in cupcakes and desserts; the original concept The Hummingbird Bakery was modeled on and competes with directly in the cupcakes-and-cake niche. Both operate retail storefronts, e-commerce, and shipping.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Hummingbird Bakery social profiles
Digital presenceThe Hummingbird Bakery financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Hummingbird Bakery leadership team
Management profileNumber of profiles
The Hummingbird Bakery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Hummingbird Bakery 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 Hummingbird Bakery
What does The Hummingbird Bakery do?
The Hummingbird Bakery is an authentic American-style bakery that hand-bakes and sells cupcakes, celebration cakes (including birthday and wedding cakes), brownies, cookies, pies, and cheesecakes through six London retail stores, an e-commerce website with nationwide delivery, and third-party delivery platforms. Products are made to order from scratch without preservatives, with extensive customization options for personal messages, colours, and themed designs.
Is The Hummingbird Bakery a public or private company?
The Hummingbird Bakery is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Hummingbird Bakery founded?
The Hummingbird Bakery was founded in 2004. It employs 51 to 100 people.
Where is The Hummingbird Bakery based?
The Hummingbird Bakery is headquartered in Spitalfields, United Kingdom, in the Europe region.
How does The Hummingbird Bakery make money?
Three revenue lines are on record. Retail Bakery Products are the primary driver. The others are online Delivery Orders and third-Party Delivery.
Who are The Hummingbird Bakery's main competitors?
Broad incumbents on record are Ottolenghi and Greggs. Direct peers are Crumbs Bake Shop, Patisserie Valerie, Bread Ahead, Konditor & Cook, Sprinkles Cupcakes, Peyton and Byrne, Lola's Cupcakes and Magnolia Bakery.
Does The Hummingbird Bakery have an API?
No public API is recorded for The Hummingbird Bakery.
What industry is The Hummingbird Bakery in?
The Hummingbird Bakery's product category is Artisan Bakery and Celebration Cakes. Its primary akta.pro industry code is THAFAFAH, Dessert-First Bakeries (Cupcakes, Cookies, Brownies). Its NAICS code is 311811 and its SIC code is 2050.