bake - January 2014 - 20

Vanilla Bake Shop opens store #3 at LAX,
offering a valuable case study on when to
risk expanding your business.
BY JOHN UNREIN
Above: Vanilla

Life is notorious for throwing curveballs at small busi-

Vanilla opened their third retail spot-and first inside

Bake Shop opened

ness owners. Four years ago when Amy and Jeremy

an airport. Ordinarily, bakery owners expand the

this retail location

Berman decided to bid for a retail spot at the new Tom

family business after the kids are born and grown,

in September at

Bradley International Terminal (TBIT) at Los Angeles

but the Bermans are no ordinary couple.

the Tom Bradley

International Airport (LAX), they had no idea how long

International Termi-

the process would take or how their business might

From the start, their bakery steadily gained notoriety,

nal at Los Angeles

evolve in the meantime. But one thing this exuberant

as prominent celebrities like Martha Stewart became

International

young couple knew well was how to adapt. Earlier in

big fans of their little cupcakes (Vanilla sells regular

Airport.

their lives, Amy had followed her passion for baking by

size cupcakes and "cupcake babies" in two dozen

graduating culinary school, leaving behind a potential

flavors like Blackberry Passion Fruit and Toasted Dark

career in television, and Jeremy had joined his wife to

Chocolate Coconut). It is Amy's love for premium

open Vanilla Bake Shop in 2007 in Santa Monica, CA,

ingredients that resonates so well with Southern

even after he'd just finished law school, because he

California customers. To name a few ingredients,

knew at the time it was the right thing to do.

she depends on Nielsen Massey vanilla, Guittard
cocoa, Callebaut chocolate, sweet cream butter from

Still, nothing could prepare them for the roller-coaster

Challenge Dairy and fresh berries from local farmers.

ride of the past four years. They expanded their

Fans adore her cakes, cupcakes and sweet treats.

bakery to a second location in 2010, the same year

On Facebook, Vanilla boasts more than 5,000 likes,

Amy gave birth to the couple's first child. Two years

and on Yelp, 158 reviewers proclaim their red velvet

later, they had another child, and in September 2013

cupcakes as "probably one of the best I've ever had."

20 < JAN 2014 | bakemag.com


http://www.bakemag.com

bake - January 2014

Table of Contents for the Digital Edition of bake - January 2014

bake - January 2014
Editor's Note - Taking Off with Trends
Table of Contents
News Bites - RBA Roadshow to Cincinnati
Bakery Industry Loses Pioneer
Corbion Offers Hydrated Ancient Grains
Lawrence Earns Sustainability Award
My Favorite Things
Management - When to Hire a Consultant
Labor Front - Health Care 2014
Legislation - The Trans Fat Dilemma
Ingredients - Valentine's Chocolates
Chocolate Tempering
Vanilla Takes Off
Finding Growth
The Biscuit Boom
Biscuit Shops Around the Country
A Fresh Approach to Online Sales
Maintaining Safety
New FDA Defense Rule
Investing in Innovation
The Ancients
Start the Party Early
Macaron Magic
Cake Stars
Cafe - Top Trends for 2014
Products
Product Showcase
Classifieds
Ad Index
bake - January 2014 - BB1
bake - January 2014 - BB2
bake - January 2014 - bake - January 2014
bake - January 2014 - 2
bake - January 2014 - Editor's Note - Taking Off with Trends
bake - January 2014 - 4
bake - January 2014 - 5
bake - January 2014 - 6
bake - January 2014 - Table of Contents
bake - January 2014 - Lawrence Earns Sustainability Award
bake - January 2014 - 9
bake - January 2014 - My Favorite Things
bake - January 2014 - 11
bake - January 2014 - Management - When to Hire a Consultant
bake - January 2014 - 13
bake - January 2014 - Labor Front - Health Care 2014
bake - January 2014 - 15
bake - January 2014 - Legislation - The Trans Fat Dilemma
bake - January 2014 - 17
bake - January 2014 - Ingredients - Valentine's Chocolates
bake - January 2014 - Chocolate Tempering
bake - January 2014 - Vanilla Takes Off
bake - January 2014 - 21
bake - January 2014 - 22
bake - January 2014 - 23
bake - January 2014 - 24
bake - January 2014 - 25
bake - January 2014 - 26
bake - January 2014 - 27
bake - January 2014 - 28
bake - January 2014 - 29
bake - January 2014 - 30
bake - January 2014 - 31
bake - January 2014 - Finding Growth
bake - January 2014 - 33
bake - January 2014 - 34
bake - January 2014 - 35
bake - January 2014 - The Biscuit Boom
bake - January 2014 - 37
bake - January 2014 - Biscuit Shops Around the Country
bake - January 2014 - 39
bake - January 2014 - A Fresh Approach to Online Sales
bake - January 2014 - 41
bake - January 2014 - 42
bake - January 2014 - 43
bake - January 2014 - 44
bake - January 2014 - 45
bake - January 2014 - Maintaining Safety
bake - January 2014 - 47
bake - January 2014 - New FDA Defense Rule
bake - January 2014 - 49
bake - January 2014 - Investing in Innovation
bake - January 2014 - 51
bake - January 2014 - 52
bake - January 2014 - 53
bake - January 2014 - The Ancients
bake - January 2014 - 55
bake - January 2014 - Start the Party Early
bake - January 2014 - 57
bake - January 2014 - 58
bake - January 2014 - 59
bake - January 2014 - Macaron Magic
bake - January 2014 - 61
bake - January 2014 - 62
bake - January 2014 - 63
bake - January 2014 - Cake Stars
bake - January 2014 - 65
bake - January 2014 - 66
bake - January 2014 - 67
bake - January 2014 - Cafe - Top Trends for 2014
bake - January 2014 - 69
bake - January 2014 - 70
bake - January 2014 - 71
bake - January 2014 - Products
bake - January 2014 - Product Showcase
bake - January 2014 - Classifieds
bake - January 2014 - Ad Index
bake - January 2014 - 76
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