The Sweet Taste of Franchising Success: Duff Goldman on Duff’s CakeMix

As more and more celebrities enter the world of franchising, it can be hard to know when a concept is the real deal or is more of a publicity stunt. But when it comes to Duff's CakeMix, the do-it-yourself (DIY) cake decorating studio brand, it isn’t hard to see that the franchise was born out of a true passion for sharing the joy of cake decorating. This is because the man behind the phenomenon, Duff Goldman, is not only a renowned pastry chef and television personality, but he has also made a name for himself as the true “Ace of Cakes.”

Since opening the first ever DIY cake and cupcake decorating studio in West Hollywood in 2012, Duff’s CakeMix has become a true phenomenon, with massive superstars such as Justin Beiber, the Kardashians, Brittney Spears and Katy Perry stopping by the Los Angeles studios to whip up their own creations. 

Now, Goldman is looking to give more entrepreneurs a chance to take their own slice of the pie — or cake — with the launch of the Duff’s CakeMix franchise opportunity. 

1851 Franchise spoke with Goldman to learn more about the history of the brand, his experience entering the franchise world and his hopes for the future. 

A Lightbulb Moment: Franchising the Fun

Goldman first entered the world of business just a few years out of culinary school. He quit his day job and launched a custom cake business out of his one-bedroom apartment in Baltimore, Maryland called Charm City Cakes. The business “pushed the limits of cake decorating, sculpting a dazzling array of awe-inspiring works from life-sized elephants to race car replicas.” This unique approach to cake baking was such a hit that it inspired the Food Network show “Ace of Cakes,” which launched Goldman to stardom. 

Pursuing his passion for inspiring creativity in others, the idea for Duff's CakeMix was born from a lightbulb moment during an event in New York City. 

"It was in a retail space in Chelsea Market where Food Network is located,” Goldman recalled. “We had tables filled with iced cakes, sprinkles and different colors of buttercream. Kids came in, and I helped them decorate their own cakes. It was then that I realized that one of the biggest barriers to learning cake decoration is baking and icing the cake itself. Once the cake is ready, it's like drawing on a 3D canvas."

Duff's CakeMix was designed to offer a fun, creative outlet for kids and families. 

“The concept is simple — come in, sit down, make a cake,” Goldman said. “It’s a place where anyone with a smile can work because there’s no need for a wide range of culinary skills.” 

It's this simplicity and focus on fun that has enabled Goldman to begin franchising his concept.

"We always had franchises in mind when we started CakeMix," Goldman said. "Our first few stores were company-owned, so we could tinker with the formula. Everyone on the team is very entrepreneurial, and we wanted to be in business with others who share our passion. Franchises seemed to be the natural way to go. CakeMix is also a very community-based operation, and nobody knows their own neighborhood like people who live there.”

Rising to the Top

While a passion for cakes was the primary fuel behind the creation of the franchise, Goldman said his experience as a Food Network star has undoubtedly played a role in the successful growth of Duff's CakeMix franchise. 

"Several of the shows I host on Food Network are focused on kids, my last two cookbooks are for kids, and most of my public appearances are all ages and pretty focused on kids,” Goldman said. “I think that by gaining the trust of my audience over the last 17 years on television has translated into families and kids of all ages expecting and experiencing a quality time. My public visibility is great at getting people into the shop, but it means more to me that the experience brings them back over and over again.” 

So, what makes the Duff's CakeMix experience so special? Goldman pinpoints several factors. 

"People are fascinated by cake decorating,” he said. “It looks fun on TV or social media, and we provide a place where they don't have to bake a cake or clean up. Also, there is always a reason to celebrate. We have found that once people make a cake with us and then give it to a loved one, they have found a thing that they can do and they do it repeatedly.”

Another factor is the simplicity of Duff’s CakeMix, Goldman said. 

“It's a food business, but it's not a restaurant,” he said. “There's very little waste. The skills needed to operate are easily learned by anyone, so franchise owners are able to hire anyone who has a good attitude and a nose for fun instead of cooks and chefs and servers and bartenders.” 

Lessons Learned

As for challenges along the way, Goldman admits the Duff’s CakeMix concept initially tried to be too many things. 

"We were trying to be a full-service bakery, custom cake shop, coffee shop, and party planning service," he says. “It diluted the CakeMix experience.”

However, through focusing on their core concept, they've created a clean, fun, and easily accessible environment for creativity and accomplishment.

For those considering starting their own franchise, Goldman offered advice rooted in his own experience. 

"It’s all in the details,” he stressed. “There’s lots of great ideas out there, but to make them work like CakeMix, you gotta get the details right.” 

Additionally, Goldmany said startups can’t try to have their cake and eat it too. 

“Don’t try to do too much at first,” he said. “If the idea is convoluted or abstract, then people will walk by or lose interest. If the idea is simple in nature and relatively straightforward for someone to operate, get the details right and you should have a winner on your hands.”

As for the future of Duff's CakeMix, Goldman harbors ambitions of international expansion. 

"When we opened the doors of store number one, I told one of our co-founders that I wanted to go to the Duff's CakeMix store opening in Tokyo,” he said. “That’s been the dream."

Duff’s CakeMix recently partnered with Fransmart, the leading franchise development company for emerging brands, to grow the concept with franchise locations throughout North America. The company plans to build 250 locations in the United States with the intention to continue to grow to over 1,000 units worldwide.

As Goldman continues to pioneer, inspire and innovate, the sweet taste of success is one that he's keen to share with the franchise community. 

"The best part of franchising as a company owner is growing a family of smart, driven entrepreneurs who become a real team with a fertile imagination," he said. "Sky’s the limit!"

And one day, when his cake empire has been baked to perfection, Goldman said he likely plans on slowing down a bit. 

“When I retire, I’ll probably start an Etsy store where I’ll make custom exotic wood cutting boards and rolling pins, which will probably never be profitable,” he said. “But if anyone needs a fancy wood kitchen implement, let me know!”