Why Does My Custom Cake Cost SO Much?

I've talked about this before. I've outlined what exactly goes into cake, such as the ingredients, the time, the expertise, etc., but still some people think, "It's just cake! We're going to eat it, so why pay so much?"

When you buy a cake from the grocery store, it's not a work of art. It's a frozen piece of blank canvas that came from a factory and has butt-ercream piped on it which took 20 minutes at most.

Ready for an edible image.

So now I bet you're thinking, "How can cake be art? There's molds and cutters for everything, right?"

Yes, there's lots of molds and cutters out there, but what if you want something like this? (Warning, the next image, while delicious, is kind of gruesome.)

Via Sideserf Cake Studio

Um, no. There isn't a mold for severed heads that look exactly like the bride and groom.

Now, this cake is what we like to call a work of art. The detail is fantastic: the hair, the eyes, the skin, the blood. All of it is fantastic. In no way is this "just cake." 

So how much can this possibly cost? Well, let's pretend that this isn't cake. Let's pretend that you're actually paying for two bust sculptures made out of cement, stone, or plaster. Keep in mind that these busts will look like you and your counterpart. Here's the price of one custom made bust:

Via Etsy

Yeah, that's right. Over $5,000 for one bust, made out of stuff that is made to be sculpted with.

Cake, on the other hand, wasn't really made for sculpting. It falls apart if it's too dry. It won't hold it's shape if it's not dense enough, but make it too dense and it's inedible. Covering the sculpture to hide the fact that there is cake underneath is another job in itself. Sure, there's modeling chocolate and different tools to make it easier, but keep in mind that this stuff is perishable. If the cake artist doesn't keep everything fresh while simultaneously creating a masterpiece, then it's all for nothing. Cake artists have an incredible task, especially in today's art-heavy culture.

So no, it's not "just cake" when you want something of that magnitude. There are no molds or stencils when creating something truly unique. A cake artist will spend countless hours to create a masterpiece, so they deserve the appropriate compensation. Custom cake is not meant to be cheap. Correction: custom ARTWORK is not meant to be cheap. 

Unsatisfied Customers

Owning your own business has its ups and downs. Hopefully it's mostly up, but occasionally there will be a few downs. It's impossible to please everyone, but a key part of running your business is knowing how to handle an unsatisfied customer when it happens. And it WILL happen.

It could be something small, like not enough frosting on a cupcake (if they're finicky like that), or it could be huge, such as a falling cake or decorations. Either way, those people will try to contact you, and if they can't, they will tell everyone they know that they are dissatisfied with your service. You definitely don't want to be talked about in a negative way, so the best thing to do is address it straight away.

Whether you have them pick up the product or you drop it off, be sure that the customer inspects the product. Not just a quick glance, but be sure they really look at it: the front, sides, back, and anywhere in between. If the customer paid in full before the date of the event, then technically you can leave right after dropping it off. Just be sure to have your phone on in case there are any questions or complaints, or even compliments. If you accept the final payment upon delivery/pick up (which to me is a recipe for disaster), then you stay until you are paid, which should give the customer plenty of time to inspect the product.

Now let's say they are dissatisfied with what you gave them. Not a little dissatisfied, but they don't like the product to the point of demanding their money back. What do you do?

Well, it all depends. Are they making a huge deal out of nothing? Are they complaining about something that you've explained in the past, or is in your contract? Did they eat the entire cake, was satisfied, but then started to complain days later? Any of those situations are more like personal problems by the customer. Maybe they're having a bad or stressful day, or perhaps they were pressured into complaining by a friend of family member. Whatever the case may be, calmly explain to them why things are they way that they are. If you discussed the subject of the complaint in the past, bring up that conversation. Emails are the best when it comes to those things because now you have proof of what you talked about. Contracts are just as good because you can refer back to it, plus they signed it. If they continue to complain, maybe you can come to a compromise, such as offering them 10% off on their next purchase. Or you can simply apologize for the misunderstanding and put them on your "do not deal with these customers" list.

Real problems, though, are more difficult to handle. Suppose the whole cake slid off of the drum, or it tasted so bad that no one could eat it. In those types of situations, I would suggest refunding them as much as you can, whether that be the whole amount, or whatever wasn't non-refundable. Apologize profusely to the customer, and do NOT defend yourself. Defending yourself will only sound like excuses, and the customer will most likely not care. They paid for a service, and you promised to deliver a quality product, so you need to own up to your mistakes.

For example:

A decorator recently took on a cake for a birthday party. Here is the inspiration cake:

Via Sweet Cheeks Sugar Boutique

The customer wanted this, plus an extra tier, minus a few decorations. Here is what they got:

You get what you pay for.

They also got another cake from the same baker, but no pictures were taken of the second cake. According to the customer, the batman cake had been dropped, or was close to falling and was saved, but was still delivered. It was falling apart, and the second cake was burnt on the bottom. The customer still served the cake to their guests because, well, what else are you going to do with a cake? Supposedly they had tried to get in contact with the decorator to get a refund, but the decorator never answered. Later that evening, the customer posted the pictures to a local yard sale Facebook group to warn others about the decorator's services.

Batman cake with the second cake in the background.

Now, keep in mind, the customer didn't want to bash or slander the decorator. They simply wished to warn others about their bad experience so it doesn't happen to anyone else. After the cake was posted and the complaints were made public, the decorator chimed in on the post. They stated how they did try to offer a refund, explained why the cake was "burnt-looking" (it was obviously burnt, but the decorator denied it), and then refused giving a refund because the customer served the cakes anyway.

All these "excuses" the decorator came up with obviously fueled the discussion in that group. Most people were on the customer's side, and only a couple were with the decorator. In my opinion, the decorator should have stuck to apologizing and offering the refund. Burnt cake isn't what you expect from a "professional," and neither is, well, the whole cake. Also, the decorator should have politely asked the poster to take the pictures down, and to discuss the situation in private instead of having words on a public forum. The whole situation resulted in the decorator's business Facebook page being shut down after many personal messages from angry locals.

In all reality, this "decorator" should not have been charging people for cakes they clearly do not have the skills for, so the cake, and business, was doomed from the start. Because of the decorator's bad attitude towards the situation, they will now be known for refusing a refund and denying they did anything wrong instead of being pleasant to work with. When these things happen, it's useful to remember that the customer is always right, even if they happen to be wrong. A little bit of bad publicity can ruin even the best business.

Buttercream, Meringue, Ganache! Oh my!

Frosting is to cake as cheese is to pizza. It's essential, and can really brighten up a plain Jane cake. Admittedly, a good cake doesn't need frosting, but it'd be very unusual to serve cake without some type of frosting or icing. There are so many different kinds of frostings and icings, and there are so many ways to utilize them.

Carved buttercream? Who woulda thunk?

American buttercream ruffles.

Most of us are used to grocery store frosting. While that's fine for most people, it's full of chemicals, and it doesn't even have any butter in it, so legally they can't call it "buttercream." The copy-cat recipes are usually modified American buttercream, which is simply butter or shortening or a combination or the two, powdered sugar, and flavor extract. These are useful when you need something quick and simple, and if you're not used to other buttercreams. The copy-cat recipes are preferable to grocery store frosting because of the taste and ingredients. Grocery store frosting uses preservatives and artificial butter flavoring.

Beautiful rough smoothing with Swiss meringue buttercream.

Then there's three sorts of meringue buttercreams: Swiss, Italian, and French. What are the differences? Swiss is made by combining egg whites and sugar and cooking until the sugar is dissolved. Then you whip it up and add butter and whip some more. Italian is similar, but instead of cooking the egg whites with the sugar, you cook the sugar with water to make a simple syrup, then add it to whipped egg whites with sugar. You beat both of these buttercreams like crazy until you get light, fluffy goodness. French is similar to the Italian process, except you use egg yolks. The egg yolks make the buttercream way creamier and much more buttery tasting, but because of its creamier texture, it's much more difficult to pipe. Any of these three buttercreams are the go-to frostings for many professional cake artists and pastry chefs, especially in Europe.




Australia is known for using chocolate ganache to cover their cakes, usually followed by fondant if they don't want a dark brown cake. Ganache is probably the most simple frosting out of all of them; it's chocolate (usually bittersweet or semi-sweet) and heavy cream. However, it is probably the toughest to use because you have to use it when it's just at the right consistency/temperature, and it sets rather fast. Though its difficulties, it can be smoothed so well that you'd swear it's fake. This makes for a rich, delicious, and sleek-looking cake.

A smooth ganache-covered cake. Tutorial via TLB

The "Madhatter" style cake by Planet Cake. They ganache their cakes first, then cover them in fondant. Look at those crisp edges and clean lines!

Now, most people who aren't decorators turn to canned frosting found in the baking aisle. That's really fine. Kudos to you for wanting to make a cake yourself.

Pretty if you made these for your daughter's
tea party. Sad if you're pretending to be a
"professional."

Canned frosting tends to be gooey and has a shiny finish, so it's easier to just slap on and call it good. However, trying to sell those baked goods and make a business out of them is NOT okay. The frosting is not meant for piping, so it won't look good on cupcakes, and it definitely wasn't made to smooth out like buttercream or ganache, so you'll most likely get a lumpy mess. Personally, I have no idea what it'll do to fondant over a long period of time, but I'm sure that with it being so gooey it won't hold it's shape when covered. Either way, if it looks like it was piped with a ziptop bag, it's not suitable for any sort of "business." The only exception to the rule would be if you're baking for a fundraiser or something similar.

Buttercream frosting and ganache all have their advantages and disadvantages, and they all require patience and practice, which is why no one should ever jump into decorating head first. Take the time to try all the different varieties and see which one(s) works for you. From-scratch recipes always taste better, and you can assure your audience that what your whip up is not only fresh, but chemical free. After you've chosen the perfect frosting for you, your next step is learning how to use it effectively. Then you're on your way to making amazing cake!

Like these. I just love the style Yuma Couture Cakes brings to every single cake.

Ok, I'm done now.

For A Good Cause

Charities, fundraisers, and special events are very common and easy to promote, especially with social media. More often than not these events require things to give back to the people donating to the cause, or something to showcase. An easy thing to hand out? Cupcakes or slices of cake.

If you're running this sort of event and you're thinking of asking your local bakery/home baker to do something for it, think about what you're asking first.
1) Is it a a huge event with 100+ people, or something small for less than 50?
2) Will you reimburse them in any way, or is it tax deductible?
3) Can you make them yourself?

What sort of event are you planning/coordinating? Is it a run? Is it just a thing with booths everywhere? Is it being held in a tiny room in your local library? Depending on the event, any number of people can show up, and you can't always guarantee the outcome. You may think that it's going to draw hundreds of people, so you ask the baker to whip up 300 cupcakes (I say "whip up" sarcastically, because 300 cupcakes is no easy feat), but only 100 people show up. Sure, every person might eat 3 cupcakes, but what if there are other booths with food? What if not everyone likes desserts? No event has a set number of people attending, so there's no way to know how many people you will need to serve.
It could also go the other way: you're expecting 40 people to show up, but over 80 people show up. Well, now the baker only has enough to serve 50 or 60, and some people are left out. Not only does this look bad on the baker, but it makes you, the event planner/organizer, seem lacking in control.

When it comes to most charities or volunteer events, you, the organizer/coordinator, don't have all the funds in the world. It's a volunteer event, after all. Now you have to provide desserts, so you ask the local baker you have in mind to donate baked goods (and usually their time handing them out) for your event. Some times, if business has been good to them lately, and they really care about the cause, and they have time and ingredients to spare, they may say yes. Other times (most of the time), though, local bakers aren't in those sort of circumstances. Baking and caking aren't cushy jobs. Thank goodness the work is rewarding, otherwise why would people do it? Long hours, working most weekends and holidays, barely enough pay, and it's really messy work. So don't be surprised if they turn you down. Yes, it may be a wonderful cause, and it may make them feel good about themselves, but feeling good doesn't pay the bills. You may be inclined to tell them that it will get them a lot of exposure by presenting their product to people and getting their name out in the community, but you must realize that so will a paying job. Also, "exposure" is only useful if the community has to pay for the product because, let's get real here, a free cupcake is a free cupcake. They don't care where it comes from or who gave it to them, they just want to eat it and move on.
Some big programs will actually provide some sort of compensation, whether it be tax-deductible or straight up payment for the baker's services. Obviously the baker will be more inclined to help if that is the deal.

Now, I'm all for using local bakers for events because it stimulates the economy for your area, but if you're on a budget or you just don't have $400+ for 200 cupcakes, I'd say make them yourself. Yeah, 200 cupcakes is a lot, but if you're giving them away for free, don't spend all of your own money. A box of cake mix is $1.50, and it can make 24 cupcakes. A whole package of liners is probably $10, and some frosting is also $1.50. You'll spend approximately $35-$40, not including your time and gas/electricity for your oven. That's better than hundreds of dollars, plus when the cupcakes are free, most people won't care about the quality. If you don't have that sort of time, ask a friend to do it, another volunteer, or a family member. Trust me, mixing up, baking, and frosting 200 cupcakes is not a quick thing. You'll probably need to dedicate an entire day to it, if not, two.

Kudos to you for volunteering your time and effort for a good cause. Many people will be very grateful, and you can feel good that you made a difference in someone's life. Bakers are all for these sorts of events. They're not heartless or lacking in empathy. However, you must remember that you're asking them for a big favor by lending you their services, and most often they're already booked with paying orders, which will take priority over a non-paying gig. If you can pay them, that's wonderful. If not, don't be shocked when they say "no." Just move on and look for alternatives.

Get It In Writing

When starting your cake business, remember that you're not only dealing with the cake aspect. The business side is just as important, and if it isn't taken care of, you'll sink real fast.

Any business that provides a service needs to let the customer know what to expect, what your liable for, and what their liable for. You could tell them all of that during a consultation or on the phone, but in most states, unless you have it in writing, you can't really defend yourself if something goes wrong and it's not your fault.

A good contract has a few key things: information about the deposit or retainer fee, warnings about possible allergens, delivery information, and decorative details.

Deposits are usually used as security or as a partial payment for a service or product. Deposits are useful because they tell you, the business owner, that the client is serious about utilizing your skills. They are also good for splitting the cost of a cake, especially if it's a large order. However, legally speaking for certain states, deposits can be refunded if the contract is voided for some reason, whether it be on the client's part or yours. You may add the term "non-refundable" before "deposit." That way you are compensated for your time and effort in planning and possibly starting the cake even if they decide to cancel or something happens. Contracts also may not be "official" until notarized by a judge, again, only in some states. Instead of "non-refundable deposit," you may re-word your contract to say "retainer fee," which, in most states, is automatically non-refundable. A retainer fee, unlike a deposit, ensures you, the service provider, will perform the service agreed upon. Another difference between a deposit and a retainer fee is that a deposit is most commonly used as a partial payment. A retainer doesn't have to be part of the cost of the cake; it can be its own fee, along with taxes, etc.

Make certain that you inform the customer of what types of payments your are able to receive. If you only take cash, put that in your contract. If you can take credit cards, specify which ones (Mastercard, Visa, etc.). Also include dates or time limits for receiving payments. If consultations are given, require a deposit before or after the appointment to ensure your time is not wasted. Specify when the final payment is due, preferably a few days or a week prior to the event. Brides don't want to worry about paying for the wedding cake while getting ready to walk down the aisle.

When it comes to allergies, it's pretty difficult to accommodate every possible allergen because every person is different, and there are over 7 billion people in the world. The most common allergens are eggs and tree nuts, while gluten allergies are also on the rise. If you don't want to take the time to sterilize everything that could have possibly come in contact with those things, order all your ingredients from specialty companies that don't process nuts, and have the state verify and approve your bakery/home for being allergy-free, be sure to include in your contract that anything and everything in your bakery/home may have come in contact with nuts, milk, gluten, and fruit, and guarantee that the client reads it and acknowledges it.

If you or a hired person delivers your cakes/products, your contract should include what to expect when the product is being delivered. The client should be informed that any damage done to the product during transportation due to poor road conditions or accidents is just one of those unavoidable things, and that you or your delivery person is not liable. To help avoid any complications, have the client outline a specific route for you, or at least let you know of any construction or road hazards near the event location. Bringing some basic tools along, as well as any extra decorative pieces may come in handy in case of excessive jarring from bumpy roads, or melting due to heat and humidity. Also, if you know you're going to be transporting a large cake, construct the cake to be able to withstand transportation. Don't skimp out on the materials that support the whole cake.

Decorative details cover a wide range of things that could go wrong. For example, the colors purple and blue tend to fade in sunlight, or they can bleed into surrounding areas if used in frosting such as buttercream. Gumpaste and fondant can also be problematic in environments with excessive humidity, so it's good to have extras in cases of drooping or melting. Include all of these possible occurrences in your contract so your client knows what to expect before deciding on a design. Brides commonly desire fresh flowers for their wedding cakes, but unless you can insert them into the cake properly, opt for sugar flowers. They last longer, too, which is a good selling point. If your bride chooses to go for fresh, your contract needs to include that the responsibility for the flowers' food safety lies with the florist and not you, the decorator. Some florists will work with decorators to ensure food-safe flowers, so it's good to talk to florists before offering fresh flowers for your cakes.

Spring and summer are popular seasons for having weddings or outdoor parties, which is a big problem for cake. Inform your client that most cakes will melt in the sun, or even if they're in the shade. Your contract should state that you can't control how the cake will hold up in an outdoor environment, and that to (almost) guarantee the integrity of the cake it should be kept in a cool, dry area.

I've only touched on a few things to include in your contract. There are many more things that could be listed, but it's nearly impossible to think of everything that could happen. Keep your contract saved on you computer as a word or text file so it can be easily fixed when something else comes to mind. You can also find example contracts online, or you could hire a lawyer to cover all of your bases. Contracts are hugely important to your growing business, and can keep you from running into trouble in case something goes wrong. Keep in mind: it only counts if you get it in writing.