A great cake counter is part theatre, part temptation.
Customers might walk in for coffee, but a well-stocked counter has a way of convincing them that a slice of cake is a very good idea.
Here are a few things we’ve learned from years of supplying cafés across the UK.
Keep the selection focused
Five to eight cakes is usually the sweet spot.
Too many choices slow down decision making, while a curated counter feels more deliberate and premium.
A typical winning mix might be:
• 2 brownies or chocolate cakes
• 1 blondie
• 2 fruit or lighter cakes
• 1 flapjack or oat bake
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Even better if you also offer something Gluten Free and Something Vegan.
Use height and colour
Visual contrast sells cake.
A Chocolate Brownie next to a bright Lemon Polenta & Pistachio cake or a fruit-topped traybake such as Sour Cherry Cake creates a display that catches the eye immediately.
Different shapes make the counter more interesting and fun so it's always a good idea to offer a round cake such as our Cherry Crumble Cake, a loaf cake such as our Vegan Chocolate Banana Bread and variations of our classic traybakes.
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