The road to a successful brand in a cupcake shop

Nasdaq is a national association of Securities Dealers, mainly to collect and issue over-the-counter unlisted shares of securities dealers quote, it has become the world's second largest stock exchange market.

In the words of the Nasdaq http://www.aliyun.com/zixun/aggregation/34301.html "> successful listed companies, it is very difficult, or is the Internet upstart, or need to have high-tech enterprises, but just before long , a bakery chain was successfully listed on Nasdaq. How does it build a successful brand? Let's go into the cake shop below.

In March 2003, Jason Bauer and his girlfriend, Mia, planned to open a bakery and decided to open a cake shop in the west of Manhattan and named Crumbs, when they were just trying to be a popular bakery.

In the beginning, crumbs prepared 150 kinds of baking products, but only 2-3 of cupcakes, and for customers ' taste, only cupcakes sold, and other products have become supporting roles.

Jason Bauer found the customer's consumption habits, and then tried to do 12 different cupcakes, respectively, with different fillings. Then, as soon as the launch, it is crazy to attract a large number of customers, the paper cup cake into the store's signature products.

Jason Bauer and Mia see Cupcakes by Customers love, decided to the cake shop product structure and management strategy for rectification: crumbs Future will only sell cupcakes, or provide specialized custom services.

Custom services can be tailored to the tastes and preferences of customers, customized personalized formula and modelling of cupcakes, but also to provide special occasions cakes, such as birthdays, festivals and so on, in addition, there will be a dedicated door-to-door service, so that customers can enjoy a delicious taste of the heart and soul of cupcakes cake.

Crumbs into the rectification, Crumbs Paper cup cake statement rose, shop outside the door every day lined up a long team.

Crumbs brand started, in the crumbs consumer, gradually become a regular customer, not only to customers who push the baby car housewife, school children, the company's white-collar, even those men in suits and so on.

Not only that, crumbs also received a lot of hospitality orders from companies, they also found that in the company meeting, if there are all kinds of beautiful cupcakes, even boring meetings, will become interesting.

After months of operation, Jason Bauer and Mia have saved a sum of money and decided to open another branch in the east of Manhattan.

They took a bigger step in 2004, opening a second store in downtown Manhattan.

From the data analysis, Crumbs single passenger turnover of around 18-20 U.S. dollars, a chain store annual average turnover can reach more than 1.1 million U.S. dollars, this is a very high data.

In the United States, although there are many cupcakes shop, but are a number of retail shops, there is no one size to do as big as crumbs.

With the success of Crumbs career, Jason Bauer and Mia's love has also been further promoted, they married and had two children. Jason Bauer thought of the long-term goal, hope to be able to do a bigger crumbs, like McDonald's brand chain stores. So crumbs started looking for investors.

In 2008, Edwin Lewis invested 10 million of billions of dollars from the crumbs company, with Bauer and Mr. Lewis taking up half of the company's shares.

2010, Crumbs became the largest cake company in the United States, entered the top 500, ranked 422. Expand the chain to 6 U.S. states, with 35 outlets.

Crumbs was successfully listed on Nasdaq in 2011 with a market value of $58.9 million trillion, funded by an investment firm called the 57th Street General mergers and acquisitions group.

Jason also plans to expand the scale, gradually in the future to open more branches, decided to 3721.html ">2014 year, will have 200 stores."

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