‘Layer by Layer: The Secret Recipe Behind The Cake Bake Shop’s CX Success,’ by Stephanie Linville
WiCX member and customer experience expert Stephanie Linville takes us behind the scenes of Gwendolyn Rogers' journey, showing how she turned her dream into a brand known for its attention to detail and memorable experiences.
From a small bakery in Indiana to a location at Disney World, Rogers has built more than just a business; she’s created a destination. This article explores her story of perseverance, creativity, and dedication to excellent CX.
As February—a month of sweet treats and heartfelt connections—comes to a close, and we look ahead to March—a time to celebrate Women’s History Month and International Women’s Day—I couldn’t think of a better time to highlight a woman who has mastered the art of creating magical, memorable experiences.
Gwendolyn Rogers, founder of The Cake Bake Shop, has transformed her passion for baking delicious cakes into a storybook dining destination that blends impeccable customer experience with enchanting ambience.
Few places capture indulgence and enchantment, like The Cake Bake Shop. Step inside, and you are instantly transported—perhaps to a Parisian patisserie, a grand holiday soirée, or a shimmering fairy tale. It is not just the exquisite, layered cakes or pastel-hued dining rooms that make it special; it is an immersive world meticulously designed by Rogers.
I sat down with her in Orlando, Florida, to discuss the success of The Cake Bake Shop, and it quickly became clear her journey serves as an inspiring testament to perseverance, vision, and the power of designing moments that leave lasting impressions.
From Dream to Reality
Rogers’ journey into baking was not part of a grand business plan—it was born from a craving for something special: a beautiful, sit-down bakery. In 2013, after years of baking for friends, she entered her popular chocolate cake into a prestigious contest in London. Competing against 3,000 contestants, she was crowned the winner by celebrity chef Peter Sidwell. This cemented her belief that she could turn her passion into something bigger.
In November 2014, she opened her first bakery in a 1,900-square-foot cottage in Broad Ripple, Indiana, a vibrant, trendy neighbourhood in Indianapolis (and my hometown). “For the décor, I brought a lot from my home into the store because I was there all the time,” Rogers recalls. “After the Christmas decorations came down, the shop felt empty, so I kept adding more to make it cozier.” This innate understanding of how ambience shapes the experience became a defining element of The Cake Bake Shop’s brand.
The Cake Philosophy: Simple, Yet Spectacular
Unlike bakeries that focus on intricate fondant designs, Rogers’ cakes are refreshingly simple. “I make a cake the way I want to eat it,” she says. “A lot of bakeries put a lot of flowers or décor on top, but I wanted to do something different.”
“Her authenticity resonated, drawing in crowds of customers and celebrities alike.”
Her authenticity resonated, drawing in crowds of customers and celebrities alike. In 2018, The Cake Bake Shop’s Mint Chocolate Chip Cake was featured in O, The Oprah Magazine, and the following year, her Blueberry and Walnut Crumb Cakes made Oprah’s ‘Favorite Things’ list.
From a Cozy Cottage to a Grand Affair
As demand grew, Rogers expanded in 2019 to a larger second location in Carmel, Indiana, a suburb of Indianapolis. Thoughtfully designed with twinkling chandeliers, seasonal window displays, and even custom-made animatronic unicorns and polar bears from France, it embodied the same enchanting magic as her first shop.
“I’ve always thought of dining out as a luxury,” Rogers explains. “Someone comes to your table, takes your order, someone else makes your food which then gets presented to you in a beautiful way, and then someone else does the dishes. I take this personally, and our business has grown based on the experience we’re selling.”
The Disney Dream Come True
In October 2024, Rogers reached a new milestone: opening The Cake Bake Shop at Walt Disney World. “This has always been the most magical, incredible place to me,” she shares. “Being here gives me goosebumps!”
Bringing her brand to Disney was not easy. “It took me nine years to make it happen,” she says. “We’re independently owned; I don’t have a board or a CEO. This is the biggest thing I’ve ever done.”
“Our goal is to uphold Disney’s standards. We are on Disney property, and we want the experience to be amazing.”
Operating at Disney comes with grand expectations, which she and her team embrace. “Our goal is to uphold Disney’s standards. We are on Disney property, and we want the experience to be amazing.”
Keeping the Experience Consistent
With expansion comes the challenge of maintaining quality. “I wake up every morning thinking, ‘What do I need to do today to keep the brand on target?’” Roger shares.
A key solution is her newly built production kitchen in Kissimmee, Florida, just 11 miles from Disney. “That’s where I ensure quality, so everything is made properly and stored appropriately. I couldn’t make 4,000 cakes a day on Disney property,” she jokes. “This kitchen is too small, so it only makes savoury items.” For reference, this restaurant is twice the size of Carmel, serving a much higher volume of customers.
But infrastructure alone does not preserve the magic—people do. Many longtime employees relocated from Indiana to Florida to help transform the old ESPN sports bar into this magical dining experience. “I have an incredible team,” Rogers emphasises, recognising culture and training are just as crucial as the physical space.
Creating a Customer-Centric Culture
Beyond aesthetics and flavour, Rogers knows service is integral to the overall experience. New employees undergo rigorous training. “First, they train in the warehouse to understand logistics. Then, they spend a week on menu training, followed by wine and beverage training,” she explains.
Most importantly, every new hire learns the history of The Cake Bake Shop. “We walk them through where we started, what the brand means, and the experience we want to deliver.”
The goal? To ensure consistency—no matter which location a guest visits, they feel the same sense of wonder—like stepping into a world where every detail is designed just for them.
Staying Connected to Customers
Despite The Cake Bake Shop’s growth, Rogers remains deeply involved in customer engagement, including managing social media. “I tried hiring an expensive company, but they didn’t understand the brand. They weren’t here every day.”
“We don’t work this hard not to be great. We learn from it and improve.”
With 420 employees across three locations, Rogers recognises the importance of guest feedback and reviews. “We don’t work this hard not to be great. We learn from it and improve.”
Her hands-on approach ensures authenticity and agility. “If I want to change something, I don’t have to ask for permission. I just do it, and I always want it to be better.”
Advice for Aspiring Female Entrepreneurs
Rogers offers heartfelt advice to women looking to build their own businesses: “Don’t give up. I’ve seen many small businesses open and close, but I’m still here because I refuse to quit. No matter how many times I get knocked down, I get back up.”
“When you’re younger, you think failure will ruin your life. Now, I’m almost 60 and realise there’s nothing to lose.”
She also speaks to the confidence that comes with experience. “I didn’t open my first restaurant until I was 49. When you’re younger, you think failure will ruin your life. Now, I’m almost 60 and realise there’s nothing to lose. If I make a mistake, I learn from it and move on.”
A Sweet Collaboration and a Magical Recognition
With the Disney location open for just a few months, Rogers is preparing for the upcoming peak season, eager to welcome even more guests.
Innovation at The Cake Bake Shop also continues with a new, exciting partnership. The Cake Bake Shop has teamed up with Sun King Brewery of Indianapolis to create Raspberry Sparkling Cake—a golden sparkling ale with raspberry, designed as a perfect toast to the month of love.
And for the cherry on top, The Cake Bake Shop has been named one of The Best Restaurants in Disney World for 2025 by Disney Food Blog—an honour recognising its seamless blend of culinary excellence and storytelling magic.
With her determination, hands-on leadership, and commitment to quality, it’s clear Gwendolyn Rogers is not just running a business, she is creating a brand that inspires, delights, and sets a new standard for customer experience in the culinary world.
Want more content on creating exceptional customer experiences?
As a member of Women in CX, you'll enjoy exclusive early access to valuable thought leadership, along with a wealth of additional learning resources and unique events!
