What does it take to sell luxury cakes and offer the
best online cake delivery service?
On the face of it, how hard can it be? Bake a luxury birthday cake, put it in a box and post it to the customer.
Simple, right? This article delves behind the scenes in to the The Gift of Cake’s operations and explains
what’s involved in the world of gourmet food delivery. From raw ingredients and fancy cake tins to
marketing and customer service. It takes hard work to offer the best online cake delivery service!
Ingredients and packaging required for luxury cakes
The Gift of Cake has a simple philosophy when it comes to quality. Only the best will do! This actually makes the decision process easier as no expense is spared when it comes to sourcing ingredients. Using real butter instead of margarine for example or sourcing real vanilla paste instead of synthetic vanillin all adds cost but is necessary for a company that offers you the best online cake delivery service. Click here to read why natural vanilla is the best option.
As a gifting business, the experience of unwrapping the cake has to be fun and indulgent but it also has to arrive in one piece! At first glance, the outer box doesn’t look like your standard, sturdy corrugated cardboard. It is smooth and white with discreet branding so looks more aesthetical than practical but looks can be deceiving. This box has been designed for gourmet food delivery and can withstand over 100kg of weight. You can test this fact by standing on the box, but be sure to remove the cake first!
The shiny, metal gift tins are what turns the experience from receiving just a cake to receiving a cake gift. They are very expensive, but form a necessary part of the service. Click here to read why these tins are sourced from a company in London, instead of buying cheap from China.
The gift tin is then wrapped in quality, branded tissue paper and sealed with a gold ribbon. A personalised message card completes the gift and ensures a great experience for the recipient.
Lots more information and images of our beautiful packaging can be found on the gift wrapping page.
Baking and quality control
The unsung heroes of providing the best online cake delivery service are the bakers. A LOT of time is spent on training and perfecting recipes. Their job is to make sure that every cake is baked and decorated to perfection but it doesn’t always go to plan!
At the quality control stage, any luxury birthday cake which isn’t perfect gets rejected and put aside. But don’t worry, they aren’t thrown away! A company called Too Good To Go helps tackle food waste and imperfect cakes are snapped up at a discount by local
people using their brilliant app. No food manufacturer is ever perfect so it’s important to minimise wastage where possible.
Marketing a luxury birthday cake
This may surprise you but the biggest cost in providing the best online cake delivery service is marketing. It’s impossible to sell a luxury birthday cake if no one knows about it!
Every ecommerce business strives for as much organic search traffic as possible but there’s no escaping the need for paid marketing. The Gift of Cake runs paid advertising campaigns through Google, Facebook, Instagram and other affiliate programs which amounts to a large percentage of revenue. For example, if you search for ‘the best carrot cake to buy’ on Google, there’s a chance that you’ll see an advert for The Gift of Cake but it’s a very competitive market!
Other marketing costs include a 10% off voucher code for creating an account, exclusive email newsletter offers, exclusive social media offers and collaboration promotions. This is where free Montezuma’s chocolate or Teapigs tea bags are included to celebrate a calendar event.
Order processing and delivery
Once you’ve searched on Google for the ‘best carrot cake to buy‘ and placed your order through the website, the order processing begins. The Gift of Cake offers a nominated date delivery service so around 85% of orders going out on any particular day are already in the system that morning. But lots come in just before the 1pm cut-off for next day delivery which provides a challenge!
Extra care must be taken to ensure that each recipient gets the correct cake, message card and postage label. There’s nothing worse than the wrong luxury birthday cake going to the wrong person! The packing team work carefully and methodically. Great care is taken over the presentation of each parcel.
At around 4pm, a DPD driver arrives to collect the parcels. Every parcel is scanned which automatically sends a text message notification to the recipient, informing them that their ‘surprise’ parcel has been dispatched. Every stage of the parcels journey from collection to delivery is recorded. If any issues arise then our customer service team can respond swiftly.
DPD are not the cheapest courier service but they have the highest ‘next day’ delivery success rate of any UK courier. This is extremely important when offering the best online cake delivery service. Click here to read how DPD offset 100% of their carbon emissions.
Admittedly, not every order goes exactly to plan. This is most often due to an issue with delivery or very rarely the gift cake gets damaged in transit. Whatever the issue may be, great customer service is always top priority. As the saying goes “Mistakes are a fact of life. It is the response to error that counts”.
You can contact our customer service team by telephone, email, webchat or through social media. They are ready to help with any enquiry you may have.
Check out our Cakespiration blog for news, recipes and handy tips for all things cake!