bake - January 2014 - 24

"We decided it was time to grow when
our business was in a position to handle
it, so we evaluated our options and
made our expansion plan."
Amy Berman, co-owner of Vanilla Bake Shop

The process was uniquely challenging, she says,
because there were so many components to the
deal. Vanilla Bake Shop needed to form a relationship with licensor HMSHost and ﬁne-tune a menu that
would work well in the airport/travel environment and
stay consistent with the bakery's quality and brand.
"Next steps included presenting our brand to the Los
Angeles World Airports (LAWA), as well as Westﬁeld
who took over the leasing process," Amy explains.
"In addition, we went through architectural meetings
where we determined the necessary components
needed to run our store and determine the design.
The design ﬁrm, Flex Designs, created a beautiful
Taking off at LAX

space that captured our brand identity in a smart

The opportunity to expand to LAX started in 2009-

and creative way which we are very happy with."

four years before the opening of Tom Bradley
International Terminal-when HMSHost was looking

The logistics of how to bring the bakery's desserts to

for local brands to bring a more Los Angeles feel

the airport were a little tricky at ﬁrst, Amy says. They

to the airport experience. Amy and Jeremy were

bake everything fresh daily at their Santa Monica

contacted by HMSHost to see if they were interested

bakery location and deliver it every morning. "In doing

in being bid for available spaces as LAX began its

so, we needed to become wholesale compliant, which

remodel.

required some construction and certiﬁcations on
our part," Amy says. "We considered rental kitchens

"At the time we began this venture, we were certain

that were wholesale approved, but baking out of our

we wanted to expand our business from our one loca-

current kitchen made the most sense for us, so we

tion," Amy says. "We felt very conﬁdent that working

dug in and remodeled. We became wholesale certiﬁed

with our licensor, HMSHost, was the right decision

down to the wire, just two days before opening!"

because they had experience with navigating the
airport bidding process, unions and other various

Amy and Jeremy agree that the process has proved

challenges. We also knew that we would need to

an extremely valuable learning experience. "We

develop a system for running multiple stores and ﬁnd

discovered different ways to adapt ourselves to the

a way to preserve our values with this new relation-

unique needs of our customer," Amy says. "We always

ship. As it would turn out, the bidding process took

try to grow and evolve from every experience and

so long that we opened a second location in Century

this one certainly has helped us do that. We have

City before we were awarded the LAX space."

created a few new menu options and have more in the

24 < JAN 2014 | bakemag.com

http://www.bakemag.com

bake - January 2014

Table of Contents for the Digital Edition of bake - January 2014

bake - January 2014
Editor's Note - Taking Off with Trends
Table of Contents
News Bites - RBA Roadshow to Cincinnati
Bakery Industry Loses Pioneer
Corbion Offers Hydrated Ancient Grains
Lawrence Earns Sustainability Award
My Favorite Things
Management - When to Hire a Consultant
Labor Front - Health Care 2014
Legislation - The Trans Fat Dilemma
Ingredients - Valentine's Chocolates
Chocolate Tempering
Vanilla Takes Off
Finding Growth
The Biscuit Boom
Biscuit Shops Around the Country
A Fresh Approach to Online Sales
Maintaining Safety
New FDA Defense Rule
Investing in Innovation
The Ancients
Start the Party Early
Macaron Magic
Cake Stars
Cafe - Top Trends for 2014
Products
Product Showcase
Classifieds
Ad Index
bake - January 2014 - BB1
bake - January 2014 - BB2
bake - January 2014 - bake - January 2014
bake - January 2014 - 2
bake - January 2014 - Editor's Note - Taking Off with Trends
bake - January 2014 - 4
bake - January 2014 - 5
bake - January 2014 - 6
bake - January 2014 - Table of Contents
bake - January 2014 - Lawrence Earns Sustainability Award
bake - January 2014 - 9
bake - January 2014 - My Favorite Things
bake - January 2014 - 11
bake - January 2014 - Management - When to Hire a Consultant
bake - January 2014 - 13
bake - January 2014 - Labor Front - Health Care 2014
bake - January 2014 - 15
bake - January 2014 - Legislation - The Trans Fat Dilemma
bake - January 2014 - 17
bake - January 2014 - Ingredients - Valentine's Chocolates
bake - January 2014 - Chocolate Tempering
bake - January 2014 - Vanilla Takes Off
bake - January 2014 - 21
bake - January 2014 - 22
bake - January 2014 - 23
bake - January 2014 - 24
bake - January 2014 - 25
bake - January 2014 - 26
bake - January 2014 - 27
bake - January 2014 - 28
bake - January 2014 - 29
bake - January 2014 - 30
bake - January 2014 - 31
bake - January 2014 - Finding Growth
bake - January 2014 - 33
bake - January 2014 - 34
bake - January 2014 - 35
bake - January 2014 - The Biscuit Boom
bake - January 2014 - 37
bake - January 2014 - Biscuit Shops Around the Country
bake - January 2014 - 39
bake - January 2014 - A Fresh Approach to Online Sales
bake - January 2014 - 41
bake - January 2014 - 42
bake - January 2014 - 43
bake - January 2014 - 44
bake - January 2014 - 45
bake - January 2014 - Maintaining Safety
bake - January 2014 - 47
bake - January 2014 - New FDA Defense Rule
bake - January 2014 - 49
bake - January 2014 - Investing in Innovation
bake - January 2014 - 51
bake - January 2014 - 52
bake - January 2014 - 53
bake - January 2014 - The Ancients
bake - January 2014 - 55
bake - January 2014 - Start the Party Early
bake - January 2014 - 57
bake - January 2014 - 58
bake - January 2014 - 59
bake - January 2014 - Macaron Magic
bake - January 2014 - 61
bake - January 2014 - 62
bake - January 2014 - 63
bake - January 2014 - Cake Stars
bake - January 2014 - 65
bake - January 2014 - 66
bake - January 2014 - 67
bake - January 2014 - Cafe - Top Trends for 2014
bake - January 2014 - 69
bake - January 2014 - 70
bake - January 2014 - 71
bake - January 2014 - Products
bake - January 2014 - Product Showcase
bake - January 2014 - Classifieds
bake - January 2014 - Ad Index
bake - January 2014 - 76
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