get on the
Experts at the NRA show weigh in on the importance of building a strong brand.
by Joanie Spencer Make no mistake: Customers can get a cupcake at Sweet Revenge in Manhattan, but it’s not a cupcakery. It’s not a bakery. It’s not even a shoppe. It’s a cupcake, beer and wine bar. And that distinction has played a pivotal role in a more than $7 increase in the average sale. Owner Marlo Scott has taken great care in branding Sweet Revenge as a cupcake, beer and wine bar, and in a
market that has quickly become saturated in the cupcake industry, Scott has built a brand that has not only created a totally unique customer experience, but it has also garnered her national exposure from the likes of Martha Stewart and the Today show. And if you think Sweet Revenge is the exception and not the rule—think again.
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Photograph by Lourdes Merson, courtesy of Sweet Revenge
Table of Contents for the Digital Edition of bakingbuyer - June 2011