Cake4One 2024: Sweet & Perfectly Sized!

In a world where indulgence often requires an occasion, Kelly Merklein is revolutionizing the way we savor sweets. As the visionary Owner and CEO of Cake4One, Kelly has transformed a simple idea into a beloved brand that champions the belief that cake should be enjoyed anytime, anywhere. Since its inception in 2017, Cake4One has redefined the dessert experience, offering delectable, portable cakes that cater to spontaneous sweet cravings and elevate everyday moments. Join Delivery Rank as we delve into the journey of Cake4One with Kelly Merklein, exploring the inspiration behind her innovative creations and her mission to make cake an everyday delight.

What inspired you to start Cake4One, and how did you come up with the idea of creating portable, single-serving cakes?

I grew up in South Louisiana, where Creole and Cajun cooking is everything. Desserts weren't a huge part of my upbringing because the meals were so filling. It wasn't until I moved to Dallas that thing changed. I started to work out with a trainer while raising my kids and managing family life.

As usual, the trainer wanted a food log. I was attending culinary school at the time, and he noticed that instead of the boiled chicken and broccoli he recommended, my food log included croissants, pies, cakes, cookies, and other delicious treats I loved. He wasn't happy about that. He said, "I know you have a sweet tooth, but do you have to overindulge like this?" I explained that going to school was part of the reason. He then suggested, "Why don't you just have one or two bites of something each day, put it away, and then have one or two bites of something else the next day?" I reluctantly agreed.

As you know, with pastries and things like that, especially here in Texas, the portions are so large that you either have to share with a few people or throw the rest away because it will go stale. So, I came up with the idea of having desserts in containers where you could put the lid back on to preserve freshness. This way, the dessert wouldn't go stale, and you could enjoy it over the next few days.

With individually portioned desserts, you could have a few bites or eat the entire thing. We put all of the desserts in containers that can be recycled or reused. Many of our customers make other things with the containers or bring them back to us, and we put them through a whole recycling program. This way, the process continues sustainably.

So, that was the idea behind it.

How did you decide on the specific flavors and types of cakes to offer at Cake4One?

I wanted to start with cakes because I was a Dallas Farmers Market vendor. After becoming a pastry chef, I was approved as a vendor. I’m not sure if you're familiar with the temperatures here in Dallas, but they fluctuate extremely. You're either out there in the freezing cold or in the brutal heat. So, I wanted to create cake recipes that could remain at room temperature and wouldn’t need refrigeration. That’s why I started with cakes.

The flavors really came from the customers at the Dallas Farmers Market. I began with flavors I love: chocolate, red velvet, and carrot. As I interacted with customers, we always asked them what flavors they wanted next. We provided samples and offered different choices, which helped us grow from two or three flavors to the twelve we have now. That’s kind of how it all started.

What challenges did you face in the initial stages of launching Cake4One, and how did you overcome them to establish a successful brand?

There are many challenges. Every day is a challenge with a small business. Because it was bootstrapped - every dollar made is a dollar that went back into the business to grow it. We have no investors, the business is totally self-funded with every dollar earned contributing to growth each day.

One challenge was taking the product to market. Not only did I need to ensure it was a viable product, but the farmers market also provided a great environment for testing to see if customers liked it and would buy it again. This was an excellent way to test new flavors and gauge customer preferences.

The customer base has always been a great support system and a valuable source of feedback, helping me learn about the business and its direction. Despite the benefits, challenges are constant as the business grows. Day-to-day needs, such as staffing, present continuous challenges. It's become a team effort, and finding the right people is always challenging. However, I always aim to give people opportunities to learn job skills they can take forward in their careers, provide referrals, or stay on and grow with us. This is always a benefit.

How has the concept of single-serving cakes been received by your customers, and what feedback have you received that has influenced your product offerings?

The customers are always hugely important to our business; they are a crucial part of the circle that makes it successful. I started the business in 2017, it grew, and then the pandemic hit, causing everyone to shelter in place. Our individual servings, which were portion-controlled and completely sealed, became especially valuable during this time. We have always used tamper-resistant seals, and as we began utilizing delivery services available in downtown Dallas, like DoorDash, UberEats, and Grubhub, this feature became even more critical.

The individually portioned desserts, completely sealed and tamper-resistant, were essential for preventing the spread of germs. We ensure that when we bake and frost all our cakes by hand, they are sealed in a sterilized kitchen environment and reach customers in the same condition. This approach is very well received.

Customers have been a huge influence in our growth. As we developed new flavors and expanded our offerings to include ice cream and small bottles of milk for delivery, their feedback and preferences guided us. The customers always significantly influence our next steps and direction then and now.

Looking ahead, what are your plans for expanding Cake4One, and are there any new products or innovations you’re excited to introduce to your customers?

It's not just going to be cakes as we started out with; we’ll expand our line of cakes as well. As I mentioned, we have ice cream, and we'll be expanding into individual desserts, all in containers. We do custom labeling on the tops of each of our lids. We have five different sizes, ranging from our standard 10 oz glass jars, which you can see on our website, to our little 2 oz cake minis in food-safe metal tins. Many customers have venues that don't allow glass, so we offer food-safe metal tins, which can also be customized.

I’m very excited to introduce baked cheesecakes in containers, which will be coming out this summer. It's already so hot here in the Summer, and cheesecakes will be a welcome addition. They’ll be fully baked in each individual container. We're looking forward to introducing this to our customers.

In terms of expansion, we have our store here in Dallas and another in Flower Mound, Texas. We’ll be expanding towards the western area of the Metroplex, including Fort Worth and Arlington this year as well as to the North into the Frisco area. After that, we'll look to expand to Austin, Houston, and San Antonio before moving outside of the state. These are exciting plans for our growth.

To read more about Cake4One, please visit https://cake4one.com/