Baked by Melissa

Baked by Melissa was established in 2008 by Melissa Ben-Ishay, following her dismissal from a job in advertising. Encouraged by her brother, Brian Bushell, she turned her lifelong passion for baking into a business. Initially, Ben-Ishay baked out of her New York City apartment, making deliveries via the subway, and with the help of her brother and other co-founders, she launched a website before opening a physical location. The first retail presence was a pickup window in SoHo, which opened in March 2009 after a successful run selling cupcakes at holiday markets.

The company's core offering is its signature bite-size cupcakes, a concept developed to allow customers to sample multiple flavors without feeling guilty. Ben-Ishay personally develops all the flavor profiles, which are often inspired by nostalgic desserts and childhood memories. The product line includes a wide variety of cupcakes with unique flavors like tie-dye and s'mores, as well as macarons, and options for dietary needs such as gluten-free and vegan. The business operates a multi-channel sales model, generating revenue through its 14 brick-and-mortar stores in the New York City and Boston areas, a robust e-commerce platform that ships nationwide, and corporate and event catering. The company's packaging is designed to ensure freshness for nationwide delivery. A significant portion of their business comes from birthday-related sales, with gift boxes being a best-selling item.

Baked by Melissa has also leveraged social media to expand its brand reach and create new revenue streams. Ben-Ishay's presence on platforms like TikTok, where her cooking videos went viral, has resulted in a substantial increase in followers and led to paid brand partnerships with companies like Tabasco and Squishmallows. This digital strategy transformed the company's marketing, especially during the COVID-19 pandemic when it shifted to a 100% e-commerce model overnight. The company also generates revenue through sponsored content and the sale of cookbooks authored by Ben-Ishay. Despite its growth, including selling over 400 million cupcakes, Baked by Melissa remains a privately-owned company, which Ben-Ishay states is a conscious choice to maintain product quality.

Keywords: bite-size cupcakes, e-commerce bakery, direct-to-consumer, food delivery, corporate gifting, event catering, social media marketing, brand partnerships, dessert company, online bakery