bake - October 2016 - 37

learned to relinquish some control in the kitchen as
she trained others in the specific details involved in
creating a perfect cupcake, time after time. It takes
processes, and you have to write them down.
"We believe in cultivating talent and educating people
who want to be a baker," she says. "You get a culinary
education here."
Another lesson is that "taste is the best advertising," and as Fiander learned to get around a
new city (she grew up in the restaurant industry in
California, studied pastry in France and operated a
Kansas City bakery café prior to moving to Topeka),
she recognized the enormous value of community
involvement.
"If you are selling one cupcake at a time, it's tough
to build sales," she says. "A lot of what we do now is
volume cupcake orders - 200 at a time."
Whenever Billy Vanilly baked too many cupcakes,
they would hit the streets and visit "people who we
want to be our customers." That meant local businesses, government offices, production plants, and
anybody who might love a cupcake. The store is
involved in an annual fundraiser for the Topeka Zoo.
The dedication paid off, and Fiander now requires
each store to do a certain amount of outside community involvement.
Wedding cakes became another growth category,
as Fiander built a following around northeast Kansas
for her traditional wedding cakes, and nontraditional
cupcake weddings and cake pop weddings, grabbing her two daughters to drive miles and miles on
weekends to handle nearby wedding events. "My
kids have an example of the benefits of hard work
and dedication."
Looking back on the past nine years, the bakery
owner marvels at "how successful and how hard it's all
been. I think it's the hard part that makes you better
at the good part. You just get better and better. The
cupcake trend has survived, and now it's an established category. The ones who make it are the ones
who are committed to having a strong concept and
building a brand."

bakemag.com | OCT 2016 > 37



http://www.bakemag.com

bake - October 2016

Table of Contents for the Digital Edition of bake - October 2016

bake - October 2016
The Promotion Issue - The Hiring Dilemma
Table of Contents
News Bites - Boudin Bakery Names CEO
Bantam Bagels Expands Distribution
AIB Launches New Certification
Equity Group Buys Wetzel’s Pretzels
Personality - Anne Heap
Management - Measuring Your Metrics
bake - October 2016 - bake - October 2016
bake - October 2016 - 2
bake - October 2016 - The Promotion Issue - The Hiring Dilemma
bake - October 2016 - 4
bake - October 2016 - Table of Contents
bake - October 2016 - Equity Group Buys Wetzel’s Pretzels
bake - October 2016 - 7
bake - October 2016 - Personality - Anne Heap
bake - October 2016 - 9
bake - October 2016 - Management - Measuring Your Metrics
bake - October 2016 - 11
bake - October 2016 - 12
bake - October 2016 - 13
bake - October 2016 - 14
bake - October 2016 - 15
bake - October 2016 - 16
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