Upper Crust Bakery

What Upper Crust Bakery does

Upper Crust Bakery is a privately held, locally owned retail bakery and cafe headquartered at 4508 Burnet Rd in Austin, Texas, operating continuously since approximately 1985. The company sells scratch-made cakes, pies, pastries, breads, cookies, brownies, cupcakes, sandwiches, soups, and salads to walk-in customers in a single Austin storefront, with supplementary online ordering for pickup and catering through the Toasttab platform. All products are prepared from scratch daily using traditional methods, untreated unbleached flour, and premium inputs including Callebaut chocolate, Plugra butter, and Rio Grande Organics pecans.

The business operates a direct-to-consumer retail model with no wholesale or distributor channels, serving the local Austin community and catering customers. Pricing follows a unit-pricing pay-as-you-go model disclosed only via the Toasttab online ordering portal; custom cake orders require a two-day lead time. The company employs 51-100 people, has no disclosed parent company, subsidiaries, or institutional investors, and relies on Instagram (@uppercrust_atx) and its own website as the primary digital marketing channels.

The operational footprint historically extended beyond Austin: bread rolls were distributed across six states prior to an April 2025 FDA recall triggered by glass fragment contamination, and the company maintained a commercial production facility in Phoenix, Arizona. By January 2026, that Phoenix production equipment was listed for two-day online auction by Hilco Global's Integra Asset Solutions and M Davis Group, signaling a contraction of wholesale production and a refocus on the single Austin retail cafe. The company remains in operating status at its Austin location.

Name

Upper Crust Bakery

Legal name

Upper Crust Bakery

Website

https://uppercrustbakery.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Upper Crust Bakery is a privately held, locally owned retail bakery and cafe in Austin, Texas, founded around 1985. It sells scratch-made cakes, pies, pastries, breads, and lunch items to walk-in customers, with online pickup and catering orders via Toasttab.

Ownership category

akta.pro rank

Product category

Retail Bakery

NAICS

Baked Goods Retailers (445291), Retail Bakeries (311811)

SIC

Retail-Eating Places (5812), Retail-Food Stores (5400)

akta.pro primary industry

Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH)

Keywords

• Artisan baked goods
• Retail bakery
• Custom cakes
• Fresh pastries
• Cafe lunch

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Bakery Sales: Direct in-store sales of baked goods, pastries, breads, cakes, pies, and desserts to walk-in customers at the Austin cafe location

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Upper Crust Bakery is a retail bakery and cafe in Austin, TX that manufactures and sells freshly baked goods — including cakes, pies, pastries, breads, tea breads, cupcakes, cookies, brownies, and lemon squares — prepared from scratch daily using traditional methods and premium ingredients. The bakery also operates a daily lunch service featuring sandwiches, soups, salads, and spring rolls, and accepts custom cake and catering orders.

Product overview

Upper Crust Bakery & Cafe is a traditional retail bakery in Austin, TX offering a diverse portfolio of freshly baked goods and lunch items. The core products include cakes (9-inch signature rounds and custom decorated), pies (10-inch extra deep dish), pastries (croissants, danish, cinnamon rolls), breads (sourdough, whole wheat), and desserts (cupcakes, cookies, brownies). Lunch offerings include sandwiches, soups, and salads. All products are made from scratch daily using fresh, quality ingredients including untreated unbleached flour and Plugra butter.

Differentiator

Problem solved

Functional benefit

Products and services

• Cakes Signature round cakes available in 6-16 inch sizes, including Italian Cream, Chocolate Italian Cream, Mocha Almond, Carrot, Cheesecake, Black Forest, Grandma's Chocolate, Gateau D'Amour, Red Velvet, Bundt Cakes, and custom-decorated cakes for special occasions.
• Pies 10-inch extra deep dish pies including Pecan, Dutch Apple, and seasonal varieties such as Pumpkin, Strawberry-Rhubarb, Blueberry, and Coconut Cream.
• Pastries Fresh daily pastries including croissants (7 varieties), danish (3 varieties), cinnamon rolls, muffins (2 flavors), marzipan pockets, schnecken, sausage puffs, and turnovers (Apple or Blueberry).
• Breads Artisan breads made daily from scratch using traditional methods with untreated, unbleached flour and no dough conditioners or preservatives. Offerings include French Sourdough and Whole Wheat varieties.
• Tea Breads Sweet tea breads including Banana Nut, Cranberry Nut, and Pumpkin Nut varieties.
• Cupcakes Miniature cakes in cupcake form. Available varieties include Carrot Cake, Chocolate with Chocolate Icing, Chocolate with White Icing, Marble, and Red Velvet.
• Cookies Cookies made from scratch using quality ingredients. Available varieties include Black Gold, Chocolate Chip, Gingerbread Person, Oatmeal Raisin, Peanut Butter, Peanut Butter Oatmeal Chocolate Chip, Raspberry Heart, and Sugar Cookie.
• Brownies and Lemon Squares Assorted desserts including Brownies and Lemon Squares, both made from scratch daily.
• Sandwiches Lunch sandwiches prepared on fresh baked breads or croissant. Offerings include Avocado with Vinaigrette, Chicken Salad, Egg Salad, Ham, Roast Beef, Smoked Turkey, and Tuna Salad.
• Soups Daily prepared soups including Cheese Soup, Lentil (vegetarian), Tortilla, and Gazpacho (served cold).
• Salads and Spring Rolls Fresh prepared salads including Apple Goat Cheese & Pecans, Garden Salad, and vegetarian Spring Rolls served with house-made peanut sauce.
• Catering Services Catering and custom order services for events and special occasions, including custom cake decorations and large-quantity orders for pies and pastries. Custom cake orders require a 2-day lead time.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ToasttabcoreTechnology or IntegrationOnline ordering and payment platform partner that handles online orders, catering orders, and gift card sales for the bakery
• Rio Grande OrganicsminorOthersSupplier of Texas pecans used in various baked goods including Italian Cream cake, Chocolate Chip cookies, and Pecan pie
• Smokey DenmarkminorOthersSupplier of sausage links used in Sausage Puffs product - sausage wrapped in puff pastry
• CallebautminorOthersPremium chocolate brand used in various desserts including Marble Cupcakes, Black Gold cookies, and Chocolate Chip cookies

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Regional players

• Capital City Bakery: Austin-based specialty bakery focused on cupcakes, cakes, and desserts with retail storefronts. Directly comparable product mix (cupcakes, custom cakes) and Austin geography make it a relevant regional peer for Upper Crust's dessert and cake lines.

Direct peers

• La Madeleine: French-style bakery-cafe chain serving pastries, breads, soups, salads, and sandwiches in a casual dining environment. The combination of bakery items with full lunch service mirrors Upper Crust's cafe-bakery hybrid and makes it a structurally comparable peer.
• Magnolia Bakery: Iconic retail bakery known for cupcakes, cakes, pies, cookies, and other scratch-made desserts sold through company-owned storefronts. Directly comparable to Upper Crust on dessert and cake categories and on retail-storefront go-to-market.
• Levain Bakery: Specialty retail bakery famous for scratch-baked cookies and expanded into breads, pastries, and other baked goods. Comparable product mix (cookies, baked-from-scratch positioning) and retail storefront model make it a relevant peer for Upper Crust's dessert business.
• Boudin Bakery: Retail bakery-cafe concept built around scratch-baked artisan breads, pastries, sandwiches, and soups. Operates a comparable cafe-bakery model with on-site consumption, making it a directly comparable peer for Upper Crust's combined bakery and lunch offering.
• Sweetish Hill Bakery: Long-established independent bakery and cafe in Austin, TX serving scratch-made breads, pastries, cakes, and lunch items to walk-in customers. Most direct local competitor to Upper Crust given overlapping product mix, Austin geography, and cafe-bakery operating model.
• Corner Bakery Cafe: Multi-unit bakery-cafe chain offering scratch-made pastries, cakes, sandwiches, soups, and salads in a cafe setting. Closely aligned business model with Upper Crust's cafe-bakery combination, just executed at national scale rather than single-location.
• Sprinkles Cupcakes: Retail bakery specializing in scratch-baked cupcakes and desserts with storefronts and online ordering. Directly comparable to Upper Crust's cupcake product line and retail-storefront distribution model.

Broad incumbents

• Panera Bread: National bakery-cafe chain offering baked goods, sandwiches, soups, and salads with both dine-in and digital ordering. A larger incumbent operating across the same cafe-bakery category; relevant as a competitive benchmark for Upper Crust's lunch and bakery lines.
• Nothing Bundt Cakes: Specialty cake franchise with hundreds of locations focused on decorated bundt cakes, custom orders, and event catering. Comparable to Upper Crust's custom-cake and event-order business, though operating at franchise scale rather than independent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/uppercrust_atx
• Xx.com/Uppercrust_ATX
• Facebookfacebook.com/uppercrust.ATX
• LinkedInlinkedin.com/company/upper-crust-bakery

Revenue estimate

Valuation estimate

Number of profiles

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 Upper Crust Bakery