Yum! Have you been to Ida’s Cupcake Café yet? Located on Galveston it’s a quaint little location that has the warm inviting feeling of grandma’s kitchen. On a recent visit I noticed the clientele were mostly parents with small children whose eyes were wide with anticipation. It reminded me of the days when I would sit in the family kitchen watching my mom bake. My sister and I would patiently wait for the opportunity to lick the spoons and bowls clean of the left over batter. The smell of batter baking consumed the house. I had the same warm fuzzy feeling on my visit to Ida’s Cupcake Café.
As an adult I have often thought while driving by Ida’s; how does one make a business out of Cupcakes? Cupcakes, is it a fad food? I used to think so until sitting down with Ida Gurule, owner of Ida’s Cupcake Café.
CBN: Cupcakes, why cupcakes?
Ida: At first the products I offered were small Bundt cakes, cookies, Callah bread and cupcakes. Then I realized the cupcakes were what the clientele wanted so I made that my focus. You have to give the customer what they want.
CBN: Is the cupcake the new comfort food?
Ida: Yes, people do say it’s a comfort food, that and a happy food. It’s sentimental because it relates back to their childhood.
CBN: Have you always been a baker?
Ida: I had commercial bakeries in my homes while I was raising my kids. I baked bread and cookies for the local markets. I had dreamed of opening a bakery and my sister encouraged me to do this.
CBN: When did it begin?
Ida: In 2008 I opened my first location across the street from my current location. I moved to the current location to make it a café, making it more homey and inviting allowing us to serve coffee and tea.
CBN: How long did it take to get return on your investment?
Ida: Two years. I was fortunate in that my husband and I were able to live off one income and I already owned most of the equipment. I had no employees, I did everything myself. The expansion and growth has been self financed ever since. There were some tough times those first two years. At one point I tried to supplement our income with a second job. I have a masters and I couldn’t get hired for minimum wage jobs! (laughing)
CBN: That’s everyone’s story, you are in good company. It’s been my experience that the most successful in this economy are those willing to take risks and reinvent themselves. You did exactly that, being a master baker focusing on one key product.
CBN: What makes your line of cupcakes special?
Ida: We are the only shop I am aware of that frosts cupcakes to order, the customer decides what frosting they want on what flavor of cake. Most bakeries pre-frost their cupcakes. No one in the market has the range of cake and frosting flavors that we have. At any one time, our customers can choose from more than 100 cake flavor/frosting combinations.
CBN: What are the key factors that have defined your success?
Ida: 1) The quality and freshness of our products. We make very small batches daily to keep our products fresh.
2) The variety of products and the development of new recipes.
3) Using social media for marketing as well as product donations and discounts for community events and non-profits. Because of social media I have people coming from all over the country to our shop saying they heard of us through Facebook!
4) Hiring and keeping the right employees for the jobs. I wasn’t aware of it when I hired them but I have artists who do much of the decorating. These women can create anything you can think of. Yesterday we did dog’s faces out of frosting. Plan on paying more than minimum wage and expect more from them in return. Look for ways to offer benefits to employees. I offer health care through Shared Care.
5) Make the product affordable. I keep and our prices down even as cost of food and supplies have increased.
CBN: What are your future goals for the company?
Ida: Expanding our small custom decorating and layer cake end of the business, possibly offering mail-order and purchasing a building.
CBN: What words of wisdom would you give others who dream of developing their own business?
Ida: Survey potential customers to determine product line. Make sure you have the determination and financing to work hard for little or no compensation for eighteen months to two years. This is the most fun I have had in years, nearly as much fun as raising four children. Owning a successful business is definitely a source of pride, particularly being able to give back to the community that has supported us.
Ida is a woman who is following her passion and making a success of it. The variety of flavors to choose from makes it a fun adventure for adults and children alike.
Ida’s Cupcake Café 1314 NW Galveston, Bend, 541-383-2345.
If you have a business that is booming in Central Oregon and would like to share your story contact Elizabeth at eueland10@hotmail.com.
Elizabeth Ueland International Sourcing Agent.
