bake - October 2017 - 34

cakes

Any given day of the week, you can tune into Georgetown

the episode "One Ton Cupcake," viewers watched as they set

Cupcake's Cupcake Cam Live and see the ultimate form of

the Guinness World Record for the World's Largest Cupcake

transparency in the bakery world. Through its deal with the TLC

by baking one that was over 1 ton in weight. It's that unique

Network, the bakery provides a live stream of its kitchen via six

approach to accessibility, in addition to a commitment to the

cameras - one on its oven/mixers, one inside its refrigerator, one

best quality ingredients in its food, that has given Georgetown

on top of its frosting table, one on its fondant station, one on

Cupcake a leg up on the competition.

its cupcake racks, and one on its packing counter. It is the only
bakery or restaurant with cameras streaming 24 hours a day and

Part of that access includes the Cupcake Cam Live, which

7 days a week, which is a source of pride for its owners.

has become an incredible marketing tool. Connecting with
customers has become more important than ever in the baking

"We love our Cupcake Cam Live. You can literally pop into our

industry, and Georgetown Cupcake has forged a strong rela-

bakery at any time of day from anywhere in the world to see

tionship with its fans by bringing them into the kitchen. The

what's happening at Georgetown Cupcake! It is an amazing

bakery uses social media to build interest in what's going on

way to make our customers and fans get an intimate behind-

through promotions like the daily Secret Flavor, which viewers

the-scenes looks at our bakery and make them feel a part of

can see on the Cupcake Cam and will then be available to them

our business process. With our Cupcake Cam Live, we are able

in-store while supplies last.

to connect to our customers is an intimate and authentic way
and that is very powerful in building customer trust in your

LaMontagne and Berman entered the baking industry after

brand," says co-founder Sophie Kallinis LaMontagne.

trading in their careers in fashion and venture capital. They had
dreamed of opening a bakery together, and eventually made

Sophie and her sister Katherine Kallinis Berman had established

that dream a reality in 2008.

Georgetown Cupcake as a premier cupcake destination in the
country when TLC approached them about an idea for a show

"Sophie and I developed our passion for baking from our

about their cupcakery.

grandmother. It was our grandmother who taught us to bake
and it was from her that we developed our love and passion

Producers shot footage of them working, took the footage

for baking. From her, we saw and experienced the joy that we

to TLC, and not long after they were ﬁlming the ﬁrst season

could bring to others through baking - the notion that some-

of DC Cupcakes. The show allows them to share their baking

thing that we made with our own hands could bring happiness

adventures with viewers around the world. For example, in

to others," says Berman.

34 < OCT 2017 | bakemag.com

GEORGETOWN CUPCAKE

Cupcake Cam Live
http://www.bakemag.com
bake - October 2017

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