We Take The Cake

History and Founding Story

We Take The Cake was founded in 1997 in Fort Lauderdale, Florida, as a small local bakery. In 2002, Lori Karmel purchased the business and began scaling its operations. The pivotal moment came in 2004 when the Key Lime Bundt Cake was featured on Oprah's Favorite Things, catapulting the brand into national prominence. This exposure led to media appearances on Good Morning America, Food Network, the Today Show, and QVC, as well as features in InStyle and O, The Oprah Magazine.

Business Model

We Take The Cake operates a direct-to-consumer mail-order model, complemented by corporate gifting and wholesale partnerships. All desserts are baked to order, ensuring freshness, and are shipped nationwide via two-day air. The price includes shipping, and orders arrive in custom-designed decorative boxes. The company also offers local pickup and supplies cakes to South Florida hotels and restaurants. Corporate clients receive custom-branded bundt cake tins and cakes, making the company a preferred vendor for employee gifts and marketing campaigns.

Core Products and Platforms

The star product remains the Key Lime Bundt Cake, a scratch-made bundt cake with key lime flavor. Other notable offerings include the Prize Winning Chocolate Cake (rich chocolate with chocolate cream cheese frosting), Bouquet Cupcakes (hand‑decorated cupcakes arranged like a floral bouquet), and a range of gluten‑free and vegan options. Custom creations for birthdays, weddings, and events are available for local pickup or special order. The company also sells through third‑party platforms such as Williams Sonoma, Neiman Marcus, and FoodyDirect.

Market Position and Competitors

We Take The Cake occupies a premium niche in the mail‑order cake market, competing with other artisanal bakeries and gift dessert brands. Its from‑scratch approach, national shipping, and corporate gifting capabilities differentiate it from local bakeries. Customer reviews on Yelp and Facebook praise taste and presentation, though prices are higher than typical local bakery counters. The company’s ability to serve large corporate clients like Google and Swarovski demonstrates operational flexibility for a small team.

Leadership and Ownership

Lori Karmel is the owner of We Take The Cake, having purchased the business in 2002. She is the public face of the company and was responsible for the Oprah connection. Kevin Petrovsky is Co‑Owner and General Manager, having joined in March 2020. The company is small, with 2–10 employees per LinkedIn, and no formal C‑suite executives beyond the owners have been found in public records.