UK virtual cake concierge service raises to the occasion

By Gill Hyslop contact

- Last updated on GMT

Curated designs are inspired by global trends. Pic: My Baker
Curated designs are inspired by global trends. Pic: My Baker

Related tags: My Baker, virtual bakery, online retail, Pastry

In the 12 months since Mel and Mark Sinjakli founded My Baker, the freshly-baked cake concierge service has enjoyed significant growth.

The growth for this virtual bakery was primarily fuelled by the founders’ ambition to take the service countrywide. This obviously was given a boost with the fervent ‘comfort food’ renaissance that took hold during lockdown and the rise of the home baking movement.

The business model for My Baker is a partnership with bakers and pastry chefs across the UK, who create bespoke cakes, macarons, biscuits, afternoon teas and all sorts of baked cultural specialities for next day delivery, seven days a week. Its 100-strong community is growing by 10-15 bakers each month, evident of its trust-worthy service and ability to provide cast-iron converted orders – not just leads – for its bakers.

Not just any baker is accepted into the fold. To quality, My Baker requires the baker to have food registration approval with their local council; the relevant food and hygiene certificates; and a body of previous work that demonstrates their skills.

However, according to Mark Sinjakli, such a set-up means talented home bakers can focus solely on the task at hand: crafting mouth-watering creations.

‘Coming into our own’

“On first inspection, it seemed that lockdown might be something of a double-edged sword for our young enterprise,”​ Sinjakli said of the timing of the platform’s launch.

“On the one hand, we temporarily had no access to those large gatherings, weddings and corporate get-togethers on which we’d once forged our reputation, however, this short-term loss was more than recouped by a growing appetite for online shopping.

“When one factors in the temporary lack of access to pubs, restaurants and non-essential shopping, it became clear that inquisitive foodies needed new, alternative ways to satisfy their diverse ‘comfort food’ cravings. Over the same time-frame, there was also a significant spike in demand for tasty ‘food minority’ recipes that accommodate the expanding need for gluten-free, egg-free, dairy-free and vegan cakes.”

Today, the site offers curated designs inspired by global style trends that run the gamet from classic offerings to those suitable to a specific lifestyles, like vegan, gluten-free, dairy-free, egg-free, nut-free, halal and even Jain. Each bake is handmade freshly, from scratch, to order.

“While no-one’s under any illusion that a more health-conscious mindset is the primary take-away from last year, there will always be a demand for indulgent time-outs,”​ added Sinjakli.

“When these moments arrive, discerning consumers will be more reluctant to settle for mass market, off-the-shelf treats. These gifts have become more important, more meaningful; and that’s where we come into our own.”

Related topics: Cakes & Pastries, Markets, COVID-19

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