Newmarket cupcake store Petal Cupcakes has given in to demand from across the harbour and established a second outlet. The company has been selling in-store and fulfilling orders across Auckland since it was established in 2010. As we discovered, the proliferation of new cake shops is being fuelled by a trend towards indulgence.
According to a 2015 report from Euromonitor, artisanal baked goods dominate the Kiwi market with an overall value share of 32 percent. The report says that rather than squeezing out the artisans, the success of in-store supermarket bakeries and chain franchises like Baker’s Delight have helped to sustain demand: “The strength of independent bakeries (particularly European-style outlets) in New Zealand is another key factor behind the enduring popularity of unpackaged/artisanal baked goods.”
Twin trends of rising health awareness and indulgence will influence consumer demand for cakes, bread, biscuits and other baked goods in the future, Euromonitor says. On the one hand, health and wellness aficionados will bolster demand for gluten-free, organic and low-carb products, particularly in bread products. On the other, it’s the indulgence trend which is fuelling demand for “higher-quality and more luxurious products” like cakes and pastries.
Petal owner Sally Gibson says the team noticed a lot of orders coming through from the North Shore. Delivery to this part of Auckland was tougher to get right as it involved crossing the Auckland Harbour bridge, so Gibson decided to bite the bullet and hunt for premises.
“North Shore customers love our cupcakes, but delivery is a bit pricier from Newmarket, and it can take a while to get there, especially in peak traffic,” Gibson says. “And that is not ideal when all you want is to satisfy a sweet tooth!”
Takapuna’s mixture of residential and business appealed to Gibson.
Petal Cupcakes makes over 1300 cupcakes per day. It handles individual orders and corporates, with 18 flavours on offer, including unusual combinations like . Petal’s Takapuna store opened on Monday.
The company also has an unusual promotion offer – ‘Random acts of cupcakes’. This allows members of the public to nominate charities for a weekly batch of complimentary cupcakes. This initiative is funded by dollar-matching – customers are offered the option to make a cupcake donation, which is matched by Petal.