Little and Friday
Little & Friday is a founder-owned Auckland bakery founded in 2007, operating four retail stores selling artisan cakes, viennoiserie, pies, sandwiches and seasonal specials, baked from scratch daily and complemented by an online shop and two cookbooks.
- Company typePrivate
- Founded2007
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Little and Friday does
Little & Friday is an Auckland-based artisan bakery founded in 2007 by Kim Evans. It began as a single-day (Friday-only) operation in a small vacant butcher's shop in Auckland suburbs and has since grown into a multi-store retail bakery serving the Auckland metropolitan area through four stores open seven days a week (closed Mondays), with confirmed locations at Ponsonby (the mothership store and production kitchen at No. 234 Ponsonby Rd) and Newmarket (a compact dining room at No. 11 McColl St). The product range spans viennoiserie, cakes, slices, savoury pies, sandwiches, and seasonal specials, all baked from scratch daily using fresh, free-range, and organic produce, with production beginning at 4am at the Ponsonby kitchen and distributed to retail locations through the morning and lunch service. The company has published two cookbooks with Penguin Books — 'Little and Friday Celebrations' and 'Treats From Little and Friday' — available nationally through New Zealand booksellers.
Little and Friday firmographics
Firmographics- Name
- Little and Friday
- Legal name
- Little & Friday
- Website
- https://littleandfriday.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Little & Friday is a founder-owned Auckland bakery founded in 2007, operating four retail stores selling artisan cakes, viennoiserie, pies, sandwiches and seasonal specials, baked from scratch daily and complemented by an online shop and two cookbooks.
- Ownership category
- akta.pro rank
Little and Friday industry classification
Industry- Product category
- Artisan Bakery
- NAICS
- Baked Goods Retailers (445291), Retail Bakeries (311811), Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812), Bakery Products (2050), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Cake Shops & Custom Celebration Cakes (THAFAFAC)
- akta.pro secondary industries
- Bread & Pastry Specialty Stores (CRAHAGAC), Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH)
Keywords
Where Little and Friday is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
Little and Friday business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Retail Bakery Sales: In-store sales of cakes, slices, pies, sandwiches, Viennoiserie, and seasonal specials at two Auckland locations
- Catering & Pre-orders: Online shop for catering trays, celebration cakes, and advance pick-up orders. Large catering trays require 48 hours notice, celebration cakes require 24 hours
- Cookbook Sales: Two published cookbooks sold through Whitcoulls and other New Zealand booksellers: 'Little and Friday Celebrations' and 'Treats From Little and Friday'
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | In-store purchases - pricing not disclosed |
| Other | Pay-as-you-go | Catering trays - pricing not disclosed |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Little and Friday product offering
Product offeringCore offering
Little & Friday is an Auckland-based artisan bakery that produces and sells from-scratch viennoiserie, cakes, slices, savoury pies, sandwiches, and seasonal specials at its retail stores in Ponsonby (mothership/production kitchen) and Newmarket. Offerings extend to an online shop for advance pick-up orders of the same cabinet plus celebration cakes, catering trays (48-hour lead time), and gift boxes, as well as two cookbooks published with Penguin Books.
Product overview
Little & Friday is an Auckland bakery operating as a unified retail and production business with no modular platform architecture. The core offering consists of an in-store cabinet serving freshly baked viennoiserie, cakes, slices, pies, sandwiches, and seasonal specials at two Auckland locations (Ponsonby and Newmarket), supplemented by an Online Shop for advance pick-up orders of the same products plus catering trays and gift boxes. The company has also published two cookbooks through Penguin Books, extending the brand into consumer publishing.
Differentiator
Problem solved
Functional benefit
Products and services
- In-Store Bakery Cabinet (Viennoiserie, Cakes, Slices, Pies, Sandwiches) Freshly baked daily offerings including viennoiserie, cakes, slices, savoury pies, sandwiches, and seasonal specials sold over the counter at the Ponsonby and Newmarket stores in Auckland.
- Online Shop (Advance Pick-up and Gift Boxes) E-commerce platform at shop.littleandfriday.com allowing customers to order celebration cakes (24h lead time), pies, slices, gift boxes, and similar cabinet items for pick-up at the Ponsonby or Newmarket store selected at checkout.
- Catering Trays and Large Orders Advance-order catering trays and large baked-good orders for office morning teas, events, and group functions, coordinated via email with the kitchen confirming stock availability before fulfilment.
- Little & Friday Cookbooks Two consumer cookbooks published with Penguin Books, "Little and Friday Celebrations" and "Treats From Little and Friday", featuring recipes adapted for home cooks and sold at New Zealand booksellers including Whitcoulls.
Companies that use Little and Friday
Customer profileSegments2 records
Ideal customer profiles2 records
Little and Friday technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Little and Friday partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Houston Design Co.minorHouston Design Co. provides ceramics used across all Little & Friday stores. Customers can shop Houston Design Co.'s store to support local makers.
- Penguin BooksminorTwo cookbooks published with Penguin Books: 'Little and Friday Celebrations' and 'Treats From Little and Friday'. Available throughout New Zealand at all good book sellers including Whitcoulls.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Little and Friday competitors and assessment
Company assessmentDirect peers
- Magnolia Bakery: Iconic multi-store NYC bakery famous for cupcakes and cakes sold through retail storefronts with café seating — same multi-product retail bakery model as Little & Friday, including custom celebration cake ordering.
- Dominique Ansel Bakery: NYC-based artisan bakery by James Beard Award winner offering viennoiserie, cakes, cookies, and seasonal specials from a production kitchen — same multi-product, chef-driven, daily-bake-from-scratch model as Little & Friday.
- Levain Bakery: NYC-born artisan cookie bakery expanded to multiple retail locations with cult following, emphasizing from-scratch, high-quality ingredients — directly comparable to Little & Friday's cookie-and-pastry artisan positioning in Auckland.
- Crumbl Cookies: Cookie-focused retail bakery chain with rotating menu — comparable cookie-led artisan positioning, demonstrating how specialty bakery brands can scale into large multi-store footprints.
- Carlo's Bake Shop: Famous Hoboken-based bakery (Cake Boss) specializing in custom celebration cakes and Italian pastries with multiple retail locations and strong brand IP from cookbooks and TV — closely matches Little & Friday's custom celebration cake business and cookbook publishing play.
- Sprinkles Cupcakes: Specialty cupcake and cake retail chain with brick-and-mortar storefronts and shipping — comparable multi-store bakery brand with similar product mix of cakes, cookies, and celebration items.
- Baked by Melissa: Multi-location NYC cupcake and cookie shop specializing in bite-size baked goods with strong brand identity and gifting channel — comparable specialty bakery consumer brand with D2C retail and gifting mix.
- Tartine Bakery: San Francisco artisan bakery known for breads, viennoiserie, cakes, and cookies baked from-scratch daily with cookbook publishing — directly comparable multi-product retail bakery with brand IP and cookbook extension.
Regional players
- Pie Face: Australia-based savory pie retail chain with multiple stores — comparable savory pie retail bakery concept in a trans-Tasman market adjacent to Little & Friday's Auckland home territory.
Broad incumbents
- Panera Bread: Large US bakery-café chain offering breads, pastries, sandwiches, and café seating across hundreds of locations — illustrates the broader scale archetype for what Little & Friday could grow toward, with overlapping bakery-and-lunch use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Little and Friday social profiles
Digital presenceLittle and Friday financial estimates
Financial estimateRevenue estimate
Valuation estimate
Little and Friday leadership team
Management profileNumber of profiles
Profiles1 record
Little and Friday funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Little and Friday 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 Little and Friday
What does Little and Friday do?
Little & Friday is an Auckland-based artisan bakery that produces and sells from-scratch viennoiserie, cakes, slices, savoury pies, sandwiches, and seasonal specials at its retail stores in Ponsonby (mothership/production kitchen) and Newmarket. Offerings extend to an online shop for advance pick-up orders of the same cabinet plus celebration cakes, catering trays (48-hour lead time), and gift boxes, as well as two cookbooks published with Penguin Books.
Is Little and Friday a public or private company?
Little and Friday is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Little and Friday founded?
Little and Friday was founded in 2007. It employs 11 to 50 people.
Where is Little and Friday based?
Little and Friday is headquartered in Auckland, New Zealand, in the Oceania region.
How does Little and Friday make money?
Three revenue lines are on record. Retail Bakery Sales are the primary driver. The others are catering & Pre-orders and cookbook Sales.
Who are Little and Friday's main competitors?
Direct peers on record are Magnolia Bakery, Dominique Ansel Bakery, Levain Bakery, Crumbl Cookies, Carlo's Bake Shop, Sprinkles Cupcakes, Baked by Melissa and Tartine Bakery. Pie Face is listed as a regional player. Panera Bread is listed as a broad incumbent.
Does Little and Friday have an API?
No public API is recorded for Little and Friday.
What industry is Little and Friday in?
Little and Friday's product category is Artisan Bakery. Its primary akta.pro industry code is THAFAFAC, Cake Shops & Custom Celebration Cakes, with a secondary code of CRAHAGAC, Bread & Pastry Specialty Stores. Its NAICS code is 445291 and its SIC code is 5812.