bake - October 2016 - 35
croissants that go perfectly with lattes. "We can sell
the cookies, the pies and other items because the
customers here really like our brand," she says of the
people of Topeka, which has suffered an estimated
loss of 10,000 jobs in three years in a city of 127,000.
At Billy Vanilly, customer loyalty won out over price or
novelty or any other factor that led to other cupcake
shops' demise.
"I want to be the best at what I do, and I figure out
how to be more successful every year," Fiander says.
"I wrote a list of what we will never compromise on.
Always sell fresh, so baked that day. Always three
sizes. Always 15 flavors."
Expanding the Business
In 2011, Billy Vanilly opened in Lawrence, a college
town 29 miles east of Topeka, and three years
later opened in Manhattan, home to Kansas State
University and 55 miles west of Topeka. This gave
her prime spots in two of the state's biggest university towns, and Fiander expected sales to blossom.
It didn't. To this day, Topeka remains their highest
grossing location.
"One of the early decisions we had to make is
whether to stay small or grow. I chose to grow," she
says. "When we opened our Lawrence store, this store
(in Topeka) started to peak off, and we also started
to see cupcake shops pop up everywhere," the pastry
chef/owner recalls. "We did start to see other cupcake
stores affect our sales."
The Topeka store, she points out, "is our destination location. Our Lawrence store is in a pedestrian
district, so a lot comes in as impulse sales. Our
Manhattan store is located in much more of a national
chain-based center. There is an Olive Garden and
Noodles & Co. there." The 900-square-foot Manhattan
store has the smallest footprint but the most efficient
kitchen space, and a lot of effort was put into design.
There are custom-built displays and special lighting.
The details even go down to the angle of the bakery
Above: Colton Glasscock and Chloe Philippe manage the
Lawrence store of Billy Vanilly. Below: Indulgent brownies are a
hit among customers seeking a sweet snack any time of day.
bakemag.com | OCT 2016 > 35
http://www.bakemag.com
bake - October 2016
Table of Contents for the Digital Edition of bake - October 2016
bake - October 2016
The Promotion Issue - The Hiring Dilemma
Table of Contents
News Bites - Boudin Bakery Names CEO
Bantam Bagels Expands Distribution
AIB Launches New Certification
Equity Group Buys Wetzel’s Pretzels
Personality - Anne Heap
Management - Measuring Your Metrics
bake - October 2016 - bake - October 2016
bake - October 2016 - 2
bake - October 2016 - The Promotion Issue - The Hiring Dilemma
bake - October 2016 - 4
bake - October 2016 - Table of Contents
bake - October 2016 - Equity Group Buys Wetzel’s Pretzels
bake - October 2016 - 7
bake - October 2016 - Personality - Anne Heap
bake - October 2016 - 9
bake - October 2016 - Management - Measuring Your Metrics
bake - October 2016 - 11
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