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    Date submitted
  • 01-Sep-2017

dilekerei,high end pastry shop/café

Abstract

Dilekerei is a bespoke and high end cake and pastry shop which aims to combine traditional flavors with novel techniques in quality products. We use local and organic ingredients, when available. All cake designs are both handmade and made to order. Each product is designed in conjunction with the respective customer. We collaborate with individuals in order to design products that suit their events perfectly. We consider it imperative to hold a private consultation and tasting with each customer.

Dilekerei has been very successful since its founding back in 2013, resulting in recent expansion, following requests from foodies in Berlin and beyond. Set-up in with the inviting atmosphere of an antique sitting room, the dilekerei cafe and boutique reflects our principles—i.e. traditional, elegant and sophisticated as the cakes that we create.

Dilekerei remains primarily a family-run business,although employees are hired to support us in the production as well as during the café-opening times on weekends. We are not looking to expand into a chain enterprise, rather continue to offer our services for special customers. These have to date included local foodies, international clients from across the world as much as high-end clients (e.g. the Karl Lagerfeld store in Berlin).

I received a Leonardo da Vinci Scholarship as well as participated in the Erasmus for Young Entrepreneurs Programme of the European Commission to support my training in cake design and decorating during this time. This provided me with invaluable experience needed to set up my own enterprise, dilekerei.

I wanted to return to Berlin and give back with my newly learned skills.This became all the more important to me with recent trends in the market of professional bakeries. Specialized bakeries have increasingly closed with the prevalence of pre-made, frozen baked goods sold in discount and chain stores. I hoped to return to the roots of the craft of baking—taking seriously both taste and technique.

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Additional Questions

Who is your customer?

We have mostly private clients ordering for special occasions such as weddings, christenings or birthday parties but also business clients who order for various events. For the café side of the business we have all sort of people coming to our café from our neighborhood.

What problem does this idea/product solve or what market need does it serve?

Our products are a valuable contrast to the mass produced selection of pastry goods in German bakeries, pastry shops and super markets. We produce purposely in small batches and use quality ingredients to bring our clients back to well produced pastry goods. We want to honor and appreciate good food and the handcraft behind it to make our clients aware of these values. We serve everyone sharing our values and ideas and support our small and special business. We have a rather fresh and modern approach to pastry goods and always develop new techniques and designs to modernize the field of pastry products.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

As mentioned above through my international and extensive experiences in this field I believe that I am able to bring a different and modern approach to the old fashioned style and by now-unfortunately-low quality pastry products in Germany. We have a strong online appearance with high quality pictures and a great insight in our business through which our clients can find us all around the world. So far we have been very successful and had every year a steady increase of orders which shows that we are going the right direction, therefore I am convinced that we will perform well in the future too, as long as we always keep on working on and developing our business.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

My team and I are constantly working on improving the quality of our products as well as expanding our capacity to increase sales. Our unique selling point is surely our professional approach and my extensive and international experiences in this field which makes us to one of the leading pastry companies for example for wedding cakes in Berlin.