Icing on the Cake

What Icing on the Cake does

Icing on the Cake is a privately held retail bakery operating from a single storefront at 50 W. Main Street in Los Gatos, California. Founded in September 1985 by Lynn Magnoli and sold in April 2024 to former employee Maggie Raye, the business has operated continuously for 40+ years under an artisan, scratch-baking model. The bakery produces cakes, signature cakes, cupcakes, pound cakes, loaf cakes, classic and specialty cookies, brownies and bars, pies, breakfast treats, and bread pudding daily using premium ingredients including sweet butter, buttermilk, pure vanilla, fresh eggs, San Francisco-based Guittard chocolate, and C&H pure cane sugars. Products are never frozen and are available only for in-store pickup or phone orders; the bakery does not offer delivery, shipping, or e-commerce.

The company's product portfolio extends into a Sweet Alternatives line covering vegan, wheat-free, flourless, dairy-free, egg-free, and nut-free desserts produced in the same kitchen with cross-contamination protocols. A dedicated wedding cake program accepts preorders up to six months in advance, with cake tastings offered to-go. The bakery also sells merchandise (Bauer Pottery housewares, cake plates, greeting cards) and gift certificates with a $10 minimum, redeemable for baked goods only. Marketing relies on Instagram, Facebook, Yelp, TripAdvisor, and community donations rather than paid digital acquisition.

The revenue model is direct-to-consumer retail: walk-in customers, phone pre-orders (one month in advance for regular orders, six months for weddings), and gift certificate sales, with prepayment required for all orders. Operating hours are Tuesday-Saturday 9AM-5PM, closed Sunday and Monday. The team is small (1-10 employees) and the company is currently hiring experienced decorators. Donation requests are booked through January 2027, reflecting strong local community demand.

Name

Icing on the Cake

Legal name

Icing on the Cake, Inc.

Website

https://icingonthecakebakery.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Icing on the Cake is a privately held, single-location artisan bakery in Los Gatos, California, founded in 1985 and now owned by Maggie Raye. It sells fresh-baked cakes, cupcakes, cookies, brownies, pies, and dietary-alternative desserts to walk-in retail customers, phone pre-order customers, and wedding clients via in-store pickup only, with no delivery or e-commerce.

Ownership category

akta.pro rank

Product category

Retail Bakery

NAICS

Baked Goods Retailers (445291), Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181)

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), Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI), Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

Keywords

• Retail bakery
• Custom cakes
• Wedding cake orders
• Fresh baked goods
• Specialty dessert shop

Headquarters

HQ city

Los Gatos

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, Infrastructure, Marketing or Sales

Revenue model

1. Retail Bakery Sales: In-store and phone sales of fresh-baked cakes, cupcakes, cookies, brownies, pies, breads, and specialty desserts. Prepayment required for all orders. No delivery or shipping.
2. Wedding Cake Orders: Custom tiered cakes, cupcakes, and desserts for weddings. Preorders accepted six months in advance. Cake tastings available to-go only.
3. Merchandise and Gift Certificates: Sale of housewares, cake plates, kitchen merchandise, greeting cards, and seasonal goods. Gift certificates with minimum $10, redeemable for baked goods only.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Icing on the Cake is a single-location artisan bakery that produces and sells fresh-baked cakes, cupcakes, cookies, brownies, pies, breakfast treats, and specialty desserts from its Los Gatos, California storefront. The bakery also accepts custom wedding cake preorders up to six months in advance, sells gift certificates and houseware merchandise, and offers a Sweet Alternatives line with vegan, wheat-free, flourless, dairy-free, and egg-free options. All products are baked fresh daily using premium ingredients and sold for in-store pickup only — no delivery or shipping is offered.

Product overview

Icing on the Cake is a premier retail bakery in Los Gatos, California, operating since 1985. The company offers a comprehensive portfolio of fresh-baked goods organized into distinct product lines: whole cakes and signature cakes (serving 4-100+ guests), wedding cakes with tasting services, cupcakes in classic and specialty varieties, pound cakes, loaf cakes, classic and specialty cookies, brownies and bars, pies (classic, pie pockets, and cream pies), breakfast treats, and bread pudding. The bakery distinguishes itself through its Sweet Alternatives line offering vegan, wheat-free, flourless, dairy-free, and egg-free options. Additional offerings include party trays, pet treats (Mr. Pete's Tail Waggin' Treats), and merchandise including housewares and gift certificates. Products are made fresh daily using premium ingredients (sweet butter, buttermilk, Guittard chocolate, C&H pure cane sugars) and are never frozen. The company does not work with fondant and does not offer delivery or shipping.

Differentiator

Problem solved

Functional benefit

Products and services

• Cakes (including Signature Cakes) Fresh-baked whole cakes in various sizes (6" to full sheet serving 60-100) featuring signature flavors such as Fresh Banana, Chocolate Buttermilk, Super Chunky Carrot, Golden Vanilla, Red Velvet, and German Chocolate, plus house specialty cakes such as Pistachio, Coconut All the Way, Chantilly Lace, and seasonal Chantilly varieties. Made with premium ingredients including sweet butter, buttermilk, pure vanilla, fresh eggs, and Guittard chocolate. Available for in-store pickup.
• Wedding Cakes Custom tiered wedding cakes and accompanying cupcakes and desserts made fresh with premium ingredients. Wedding preorders are accepted up to six months in advance, cake tastings are offered to-go, and tiered cake assembly guidance is provided for customer pickup. No fondant is used.
• Cupcakes Cupcakes in Classic, Chocolate Specialty, Golden Vanilla Specialty, and Alternative varieties (Vegan, Wheat-Free, Vegan Wheat-Free). Available in multiple sizes and seasonal flavors, with special-order minimums of 12 units.
• Pound Cakes All-butter pound cakes in varieties including Toasted Almond, Lemon Berry, Maple, Birthday Party, Orange, Harvest Crunch, and Peppermint Fudge Chip, served in one size (up to 16 servings). Vegan varieties are also offered.
• Loaf Cakes Individual loaf cakes sold by the slice, featuring Tangy Lemon, Vanilla Rainbow, Banana Walnut, Pumpkin, Almond Poppyseed, Marble, Chocolate Fudge Chip, and seasonal varieties. Wheat-Free and Vegan options are also available.
• Classic Cookies Traditional cookie jar favorites including Triple Chocolate, Oatmeal Raisin with Walnuts, Oatmeal Chocolate Chip, Snickerdoodle, Chocolate Cherry Chunk, Molasses Crinkle, Lemondoodle, and seasonal varieties. Available as bake-at-home dough and mini sizes by special order.
• Specialty Cookies Premium cookie varieties including Cream-Filled Sandwich Cookies (Dominos, Peanutters), Soft Glazed Cookies (Pink Big Top, Maple Moon, Mocha Moon), Buttery Shortbread, Italian Biscotti, and Alternative options (Flourless, Vegan, Wheat-Free). Includes Mr. Pete's Tail Waggin' Treats handmade dog treats and Party Trays of assorted bite-sized desserts for events and gifting.
• Brownies & Bars Brownies including Dark Chocolate, Classic Walnut, Fudgy Cheesecake, and seasonal varieties. Bars include Pie Bars (Lemon, Pecan, seasonal flavors), S'mores, Krispy Treats, and Hit-the-Trail Bar (flourless granola/energy bar).
• Pies Classic Pies (Berry, Apple, French Apple, Cherry, Peach, Mixed Berry, Pumpkin, Pecan), Buttery Pie Pockets (handheld), and Cream Pies (Chocolate Cream, Peanut Butter, Lemon Tart, Coconut Cream, Key Lime, seasonal flavors).
• Breakfast Treats Morning offerings including Butter Biscuit, Cinnamon Buns, Cheddar Chive Biscuits, Seasonal Biscuit Buns, Coffee Cakes (Cold Brew Infused, Spiced with Apples, Cherry Chocolate Chip), Baked Donut Bites, and Bread Pudding.
• Sweet Alternatives Dietary-specialty desserts including Wheat-Free (cakes, cupcakes, loaves, cookies, brownies, pies), Flourless (Crackle Jacks, Hippie Chip, Double Chocolate Macaroons), Vegan (Chocolate, Banana, Vanilla, Peanut Butter Snack Cake), and Dairy-Free/Egg-Free options, all made with premium ingredients.
• Last, But Not Least (Bread Pudding & Pudding Cups) Handcrafted bread pudding in varieties including Cinnamon Raisin, Chocolate Chip, Chocolate Chocolate Chip, Coconut, Lemon Raspberry, Lemon Blueberry, Pumpkin Cranberry, and seasonal Chocolate Holiday Spice. Also offers classic made-from-scratch pudding cups in Chocolate and Butterscotch flavors (available in bakery only, no special orders).
• Merchandise and Gift Certificates Housewares including Los Angeles-based Bauer Pottery, cake plates, kitchen and decorative merchandise, greeting cards, and seasonal/holiday goods. Also offers gift certificates (minimum $10, redeemable for baked goods only, mail delivery available with $3.00 fee).

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Humane Society of Silicon ValleyminorOthersA portion of Dog Bone sales is donated monthly to the Humane Society of Silicon Valley. Mr. Pete's Tail Waggin' Treats product was inspired by Pete Parsons who enjoyed samples over the fence, and a portion of related product sales support the organization.

Scale indicators3 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• Magnolia Bakery: Magnolia Bakery is an iconic American bakery famous for cupcakes and classic desserts with multiple locations. Comparable on cupcake and dessert category, premium positioning, and celebratory/gifting occasions, though operating at much larger scale.
• Nothing Bundt Cakes: Nothing Bundt Cakes is a multi-location franchise focused exclusively on bundt cakes for celebrations and gifting. Comparable on celebration cake category and premium positioning, though much more product-line focused and franchise-driven rather than artisan scratch.
• Lady M Confections: Lady M is a premium bakery known for its signature cakes and dessert assortments, with locations on both coasts including California. Comparable on premium celebration cake positioning, scratch-quality emphasis, and affluent urban customer base.
• Sweet Lady Jane: Sweet Lady Jane is a Los Angeles-based premium bakery specializing in cakes, cupcakes, and seasonal desserts with a strong celebration-occasion and wedding cake business. Highly comparable on scratch-made premium positioning, celebration cake focus, and Southern California/similar affluent-coastal customer base.
• Sprinkles Cupcakes: Sprinkles is a national cupcake-focused bakery brand with a Bay Area presence, directly competing in the premium cupcake and dessert category. Comparable on cupcake product line, gifting use case, and premium positioning, though with broader geographic reach and a more limited product breadth.
• SusieCakes: SusieCakes is a multi-location specialty bakery offering classic American desserts including cupcakes, cakes, cookies, and bars, with a similar premium, made-from-scratch positioning and emphasis on celebration cakes. Directly comparable on product mix, target customer (gift-givers, celebrants), and Bay Area presence.

Regional players

• Maisonette Bake Shop: Maisonette is a Bay Area bakery focused on seasonal, locally-sourced pastries and celebration cakes with a similar scratch-made positioning. Comparable on Bay Area geography, celebration cake focus, and quality ingredient sourcing.
• Manresa Bread: Manresa Bread is a Los Gatos/Silicon Valley artisan bakery producing sourdough breads, viennoiserie, and pastries with a strong local reputation. Comparable on Bay Area/Los Gatos geography and premium scratch baking positioning, though weighted more toward breads and viennoiserie than celebration cakes.

Broad incumbents

• Whole Foods Market: Whole Foods Market operates in-store bakeries across its Bay Area locations selling cakes, cupcakes, cookies, and brownies. Represents the broader-incumbent competitive set: offers overlapping products at scale but lacks the scratch-made, custom-cake, and wedding specialization that defines IOTC.

Others

• Goldbelly: Goldbelly is a national e-commerce marketplace that ships artisan foods, including cakes, cookies, and pies, from iconic bakeries nationwide. Represents the digital shipping channel that IOTC does not participate in and signals where the customer purchase behavior is shifting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/icingonthecakebakeryLG
• Instagraminstagram.com/icingonthecakebakerylg
• Xx.com/icingonthecake5
• LinkedInlinkedin.com/company/icing-on-the-cake-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Icing on the Cake