Let them see cake

Strong, Carolyn and Bowen, Robert ORCID: https://orcid.org/0000-0002-8492-2701 2024. Let them see cake. Strong, Carolyn, ed. Small Enterprise Marketing: Eighteen Case Studies, De Gruyter, (10.1515/9783110756142-020)

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Abstract

Let Them See Cake is a celebration cake business and café based in Victoria Park in Cardiff, Wales. The business was created in July 2020 by entrepreneurs Gareth Davies and Ryan Rowe at the height of the Covid-19 pandemic. The business gained notoriety across the UK as part of a BBC docuseries on the business called ‘Hot Cakes,’ which followed the development of the business, describing it as ‘Wales’ most Instagramable cake shop.’ Originally from Aberystwyth, Gareth Davies has been designing and producing cakes for many years, and prior to the Covid-19 pandemic he produced various elaborate celebration cakes, entered cake decorating competitions and ran a business in teaching workshops cake decorating and sugar work. As this business activity was forced to stop during the Covid-19 lockdowns, Gareth, along with his partner Ryan, set up Let Them See Cake to provide mail order and delivery services of cake boxes. The success of this led to the opening of their café in Victoria Park in Cardiff, where the business has since grown by expanding its seating area in the café and offering brunch services. As of 2023, the business employs 10 workers in the café and the business’ industrial kitchen where the cakes are produced.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General)
Publisher:	De Gruyter
ISBN:	978-3-11-075612-8
Date of First Compliant Deposit:	18 October 2024
Last Modified:	13 Dec 2024 15:30
URI:	https://orca.cardiff.ac.uk/id/eprint/173121

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