Desserts By Dana
Desserts by Dana is a privately held specialty bakery in Newark, Delaware, producing custom cakes, cupcakes, cheesecakes, and desserts under Celebrity Chef Dana Herbert. It serves individual consumers, wedding couples, and corporate clients across Delaware and southeastern Pennsylvania via two retail locations, online ordering, catering, virtual classes, and wholesale.
- Company typePrivate
- Founded2014
- HeadquartersNewark, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Desserts By Dana does
Desserts by Dana is a privately held, founder-owned specialty bakery founded in 2014 and headquartered in Newark, Delaware, producing custom-designed celebration cakes, cupcakes, cheesecakes, tarts, cookies, and other hand-crafted desserts under the direction of Celebrity Chef Dana Herbert, winner of TLC's Cake Boss: Next Great Baker (2010) and a member of the Macy's Culinary Council. Production centers on traditional pastry arts with a notable specialty in pulled and blown sugar design, which has earned the founder the industry nicknames "The Sugar Daddy" and "The Cake Doctor." The company operates two physical retail locations — a flagship bakery at 1212 Capitol Trail in Newark and a satellite at the New Castle Farmers Market — and serves customers across Delaware and southeastern Pennsylvania, with a mail-order menu extending reach further afield.
The business runs a direct-to-consumer multi-channel model combining in-store retail, online ordering for pickup and delivery (via SpotOn), farmers market sales, and event-based catering for birthdays, corporate events, and weddings. Pricing is unit-based pay-as-you-go across a broad menu — cupcakes at $3.95 each ($40-$50/dozen), 6-9 inch custom cakes at $45-$55, 10-inch cheesecakes at $50-$55, tarts from $7-$50 — with add-on services including $35 cake tastings, $25 consultations, decorative cake stand rentals, and gift cards. A referral ecosystem of 23+ wedding venues and catering partners across DE/PA underwrites the high-value wedding cake segment, while paid virtual cooking classes via Eventbrite monetize Chef Herbert's personal brand. Wholesale accounts serve business buyers, and a Novo Nordisk partnership extends the brand into diabetes-friendly culinary education.
Customer segments are horizontal across weddings, individual consumers, and corporate events, with celebrity clientele (Oprah, Vice President Biden, Ice Cube, Michael Vick) representing marquee one-off commissions rather than recurring accounts. The company has no disclosed external funding, no parent company, and no public financial filings; revenue is not publicly disclosed.
Desserts By Dana firmographics
Firmographics- Name
- Desserts By Dana
- Legal name
- Desserts by Dana LLC
- Website
- https://dessertsbydana.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Desserts by Dana is a privately held specialty bakery in Newark, Delaware, producing custom cakes, cupcakes, cheesecakes, and desserts under Celebrity Chef Dana Herbert. It serves individual consumers, wedding couples, and corporate clients across Delaware and southeastern Pennsylvania via two retail locations, online ordering, catering, virtual classes, and wholesale.
- Ownership category
- akta.pro rank
Desserts By Dana industry classification
Industry- Product category
- Specialty Bakery
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Cake Shops & Custom Celebration Cakes (THAFAFAC)
- akta.pro secondary industries
- Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH), Bread & Pastry Specialty Stores (CRAHAGAC), Dessert & Bakery Catering (Cakes, Pastries, Candy) (HSACAGAI), Bakery & Desserts Distribution (CRAOABAE)
Keywords
Where Desserts By Dana is headquartered
LocationHeadquarters
- HQ city
- Newark
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Desserts By Dana business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- Retail Dessert Sales: Direct sales of cupcakes, cakes, cookies, tarts, cheesecakes, and other desserts through physical storefront and online ordering for pickup and delivery.
- Custom Cake Orders: Bespoke custom cakes for weddings, birthdays, and special events with consultation and tasting services.
- Catering Services: Catering packages for events including birthday parties, holiday parties, corporate events, and wedding festivities.
- Virtual Classes: Interactive online cooking classes with Celebrity Chef Dana Herbert through Eventbrite platform.
- Wholesale: Bulk dessert orders for wholesale customers including wedding venues and catering companies.
- Cake Stand Rental: Rental of decorative cake stands, pedestals, and cupcake stands for events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Cupcakes - $3.95 each |
| Unit Pricing | Pay-as-you-go | Cupcakes by the Dozen - $40-$50 per dozen |
| Unit Pricing | Pay-as-you-go | Custom Cakes - $45-$55 per cake |
| Unit Pricing | Pay-as-you-go | Cheesecake - $50-$55 per cake |
| Unit Pricing | Pay-as-you-go | Tarts - $7-$50 each |
| Unit Pricing | Pay-as-you-go | Other Desserts - Various prices |
| Unit Pricing | Pay-as-you-go | Cake Tasting Service |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Desserts By Dana product offering
Product offeringCore offering
Desserts by Dana is a specialty bakery that hand-crafts custom-designed celebration cakes (wedding, birthday, and special occasion) alongside a retail menu of cupcakes, cheesecakes, tarts, cookies, brownies, cake jars, mini cannoli, and cake pops. The business complements its bakery products with catering services, cake tasting consultations, decorative cake stand rentals, virtual baking classes hosted by Celebrity Chef Dana Herbert, a wholesale dessert program, gift cards, and mail-order shipping.
Product overview
Desserts by Dana is a multi-award-winning bakery offering a diverse portfolio of hand-crafted desserts and event services. The core product lineup centers on custom cakes (birthday, special occasion) and wedding cakes, complemented by ready-to-order items including cupcakes ($3.95 each, $40-50/dozen), specialty cheesecakes ($50-55), tarts, cookies, brownies, cake jars, and seasonal specials. The company provides add-on services including catering for corporate and private events, wedding consultation with cake tasting sessions ($35), cake stand rental, and virtual cooking classes with Celebrity Chef Dana Herbert. Additional offerings include a wholesale program for business customers and mail order delivery for remote ordering. The business operates retail locations in Newark and New Castle, DE, and maintains a strong online presence through SpotOn ordering and SpotHopper website platforms.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Cakes
Quantifiable outcome
- Top Ten All-Time Desserts on James Beard Celebrity Chef Tour
Companies that use Desserts By Dana
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Desserts By Dana technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature1 record
Desserts By Dana partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and flagship.
- Austin Room (Lia's Catering)coreWedding venue partner that refers couples to Desserts by Dana for wedding cakes. Lia's Catering operates multiple wedding venues including Austin Room and Ballroom at Boothwyn.
- Back Creek Golf ClubcoreWedding venue partner referring couples for wedding cake services.
- Newark Country ClubcoreWedding venue partner referring couples for wedding cake services.
- WinterthurcoreHistoric wedding venue partner referring couples for wedding cake services.
- Hartefeld Country ClubcoreWedding venue partner referring couples for wedding cake services.
- Hilliard CastlecoreWedding venue partner referring couples for wedding cake services.
- Hilton Wilmington ChristianacoreWedding venue partnership for referring couples and providing wedding cake services.
- Deerfield Golf and Tennis ClubcoreWedding venue partnership for referring couples and providing wedding cake services.
- DoubleTree by Hilton WilmingtoncoreWedding venue partnership for referring couples and providing wedding cake services.
- Rosewood FarmscoreWedding venue partnership for referring couples and providing wedding cake services.
- Rockwood Carriage HousecoreWedding venue partnership for referring couples and providing wedding cake services.
- Novo NordiskcoreChef Dana Herbert tours the country with Novo Nordisk educating people with Diabetes on how to make their culinary creations delicious, nutritious, and sensible for a sugar free diet. This represents a charitable partnership focused on diabetes education.
- Macy's Culinary CouncilflagshipChef Dana Herbert serves on Macy's Culinary Council alongside other renowned chefs such as Marcus Samuelson and Rick Bayless. This is a prestigious culinary endorsement and partnership program.
- Additional Wedding Venue Partnerscore23+ total venue partners including: Ballroom at Windsor, McCarthy Tree Farm, Bella Vita at Cavalier Country Club, Chesapeake Inn, Doubletree Downtown Wilmington, Elk Forge Inn, Executive Banquet Center, Farm House, Garden at Bethlehem Farms, Naamans Room (Lia's Catering), Out of the Ordinary Catering, Sheraton Suites Downtown, Sheraton Wilmington South, Sherms Catering, Sinking Springs, Thousand Acre Farms, University and Whist, Waterfall Banquet Center, White Clay Creek Country Club
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Desserts By Dana competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Desserts By Dana social profiles
Digital presenceDesserts By Dana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Desserts By Dana leadership team
Management profileNumber of profiles
Profiles2 records
Desserts By Dana funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Desserts By Dana 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 Desserts By Dana
What does Desserts By Dana do?
Desserts by Dana is a specialty bakery that hand-crafts custom-designed celebration cakes (wedding, birthday, and special occasion) alongside a retail menu of cupcakes, cheesecakes, tarts, cookies, brownies, cake jars, mini cannoli, and cake pops. The business complements its bakery products with catering services, cake tasting consultations, decorative cake stand rentals, virtual baking classes hosted by Celebrity Chef Dana Herbert, a wholesale dessert program, gift cards, and mail-order shipping.
Is Desserts By Dana a public or private company?
Desserts By Dana is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Desserts By Dana founded?
Desserts By Dana was founded in 2014. It employs 11 to 50 people.
Where is Desserts By Dana based?
Desserts By Dana is headquartered in Newark, United States, in the North America region.
How does Desserts By Dana make money?
Six revenue lines are on record. Retail Dessert Sales are the primary driver. The others are custom Cake Orders, catering Services, virtual Classes, wholesale and cake Stand Rental.
Does Desserts By Dana have an API?
No public API is recorded for Desserts By Dana.
What industry is Desserts By Dana in?
Desserts By Dana's product category is Specialty Bakery. Its primary akta.pro industry code is THAFAFAC, Cake Shops & Custom Celebration Cakes, with a secondary code of THAFAFAH, Dessert-First Bakeries (Cupcakes, Cookies, Brownies). Its NAICS code is 311811 and its SIC code is 2050.