Britain Loves Baking founder to give away 75% of his afternoon tea startup to help fight hunger

By Gill Hyslop

- Last updated on GMT

Britain Loves Baking founder to give away 75% of his afternoon tea startup to help fight hunger

Related tags Britain Loves Baking Cakery Wonderland baking boxes hunger Poverty

Mission-driven entrepreneur Greg Wixted has baked up a unique business model for Cakery Wonderland, pledging to hand over 75% of the afternoon tea delivery service to a talented young baker or pastry chef in return for their passion to fight hunger.

Cakery Wonderland is an offshoot of Britain Loves Baking, created to cater for the Brits' love of the quintessential afternoon tea. Its Afternoon Tea Treat Boxes – sold direct to consumers – are filled with tempting treats, such as scones, shortbread, cake, truffles and an iced tea kit, along with knives and napkins. The business also caters for bespoke corporate and private afternoon tea events and cakery pop-ups at events and festivals.

However, there’s a deeper meaning behind Cakery Wonderland – to help drive the local economy by incubating new business ideas and providing their creators with space and access to the infrastructure and local supply chain that Britain Loves Baking has built up.

Cakery Wonderland is on a mission to:

  • help create a future where nobody goes hungry
  • teach kids more about where their food comes from and arm them with the skills to bake for free
  • promote the benefits baking brings those who suffer with mental health issues, by providing free baking boxes
  • help disadvantaged young people turn their big food ideas into reality through their Freshly Baked Grants, and by offering space and mentorship within Britain Love Baking’s production facility in London.

According to founder and CEO Greg Wixted, £15k was invested to start up Cakery Wonderland and the company has posted almost £40k in revenue since its launch six months ago. Now, he plans to give 65% of it to an enterprising chef or baker who wants to run their own business, plus 10% to future employees.

One caveat: they must be as passionate as Wixted is in finding ways to help eradicate food hunger and poverty. 

How hungry are you (to own your own business)?

Cakery Wonderland 2

This is not just an offer that guarantees a fulfilling career, but an exceptional opportunity to get onto the ownership ladder and become director of Cakery Wonderland.

The new owner will receive three months of intense business training to ensure they have a solid plan in place to grow an impactful venture. They will also get their own kitchen space  for a year within Britain Loves Baking’s London facility, along with access to the company’s supply chain and suppliers.

Additionally, the chosen applicant will receive mentorship from Wixted and his team, and be supported with a year of management, hospitality and industry courses.

The idea came about after Britain Loves Baking worked with ReLondon to create a more sustainable business model. Like its parent, 10% of Cakery Wonderland’s revenue will go to fund grants for disadvantaged young people with a great purpose-driven, food-based business idea.

“We firmly believe in putting people and purpose before profits and shareholders​,” said Wixted.

“If we are to help end food poverty, we need to embrace new business ideas like this one. We need to invest in helping purpose driven food entrepreneurs who will go on to help others and help create a world where no one goes hungry.”

The home of family baking

Since its inception in June 2020, Britain Loves Baking has also donated over 10,000 baked goods to the homeless in Leicester as part of its social purpose, along with more than 4,000 mindful baking boxes to people with mental health issues.

The company prides itself as ‘the home of family baking’ – providing all the necessary ambient and dry ingredients to create home-baked sweet treats and bread in a box delivered direct to the front door. Bakers UK-wide – including many celebs – particularly enjoyed its baking boxes during Covid lockdown. Even though this threat has subsided, the company continues to draw in new customers (6,000 and counting) across the UK, as well as from Ireland and the US.

Lights, camera … apply!

Cake decorating gerenme
Pic: GettyImages

In less than 24 hours after the opportunity was announced on the company’s website and social media accounts, Wixted has received over 300 applications, so if you’re interested, don’t hang about.

To be considered, you need to be a trained chef, pastry chef or baker (formally or informally) with 18 months or more experience. Ideally, you’ll have Food Hygiene 1&2, even if its out-of-date.

Applications are open until 12 November 2022 and those interested can apply on LinkedIn.

The application includes a 250 word description of your Food Journey & Baking Passion, along with how this opportunity would change your life and your understanding of what is needed to create a world where no one goes hungry.

You will be asked to submit your CV, include images or recipes for your top five bakes or dishes that showcase your creativity, cost a single portion of food and create an afternoon tea menu.

Applicants will be interviewed (either F2F in London or on Zoom) and those that get through this stage will take part in a challenge bake-off. Finalists will then spend a week (paid) in the business before delivering a final pitch of their vision. The entire process itself is intended to be fun and educational and the winning candidate is expected to be in place by the beginning of December.

What’s in it for you

  • Build and run your own food start-up owning 35% of the business from day one and up to 65% within a year. Britain Loves Baking will own 25%, while 10% will be offered to employees (you decide who and how).
  • You will not be expected to put up your own funds, however, there is an option to buy into the business, which would give you 15% of the business on top of the shareholding already received.
  • You will become a director of the company and will run the day-to-day business (with the full support of Wixted for the first six months).
  • A small basic salary to start, rising in line with revenue growth.
  • Lean to operate your own venture on a three-month programme adapted from a course Wexted teaches his students.
  • Advanced hospitality, food safety, bakery, and management training over a year to support you in your role.
  • Mentorship from Wixted and other industry leaders.

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