The baking industry is full of myths and “advice” that everyone seems to follow blindly—until you realize it’s actually holding you back. After spending over a decade building my own baking business, I’ve learned to take this advice with a grain of salt. So let’s set the record straight: here are my unpopular opinions about the baking industry and why I don’t buy into the common advice.

More “Revenue Streams” won’t fix a BROKEN foundation!

They’ll just create more work for you and confusion for your audience.

So please, ❌ STOP listening to this advice. That’s the wrong move. ❌

There are way too many “baking coaches” pushing this idea that “if you can’t sell cakes, just start selling classes, courses, or downloadables” to other bakers instead. Basically, if you can’t figure out how to make your bakery profitable, the solution is… to teach other bakers how to make theirs profitable. Make it make sense.

Here’s the problem: If you haven’t mastered your first business, why complicate...

Let’s get real for a second: You’re thinking about raising your prices, but there’s this nagging fear that no one will book with you. You’re worried your clients will bail, and suddenly, you’ll be left scrambling for new business. Sound familiar? Trust me—you’re not alone. But here’s the truth: if you don’t raise your prices, you’ll be stuck undervaluing yourself and your business forever. And ultimately, you’ll end up feeling burnt out, frustrated, and resentful towards your business.

Raising your prices isn’t the end of the world. In fact, it’s often NECESSARY to keep up with the economy and a growing market. And it can be the beginning of something better. Let’s break it down.

Why Pricing Matters More Than You Think

Your prices are a direct reflection of the value you offer. If you’re charging too little, you’re setting the standard for HOW potential clients view your business. Are you the CHEAP cake lady? OR are you the CEO of a luxury dessert company? You may be sending the mes...

In honor of Employee Appreciation Day on March 7th (if you’re a business owner on top of your sh*t you SHOULD know this!), let’s talk about what it really means to be a great boss. This day is the perfect reminder that great leadership isn’t just about managing—it’s about uplifting, empowering, supporting, and valuing your team. The best bosses don’t just celebrate their employees once a year; they make appreciation a part of their everyday leadership. If you want to be the kind of boss who truly makes a difference, and makes people WANT to work for you, here’s what you need to embody:

Always be learning!

Amazing bosses never assume they know it all. They actively seek out new knowledge, whether it’s through books, courses, mentors, or simply being open to feedback. They recognize that industries evolve, business strategies change, and leadership techniques improve over time. The best leaders are students first—constantly improving so they can show up better for their team. You can f...

Let’s talk about delayed gratification. The thing nobody wants to hear about because we all want success right now. But here’s the truth—some of the best things in life take time, and this story proves it.

This is my former student, Jessica Bahn.

When I first met Jess, she was struggling with her sales, her confidence, and didn’t know when the right time to jump was. Maybe you can relate?

She knew she needed GUIDANCE, and someone to help her reach her BIG, AUDACIOUS dreams!

At the time she joined my masterclass, Passion To Profit, she was working at Google and decided to QUIT to pursue her business full-time.

Jess went from making $60,000 as a home baker to making $180,000 the same year she joined Passion To Profit! Can you believe that??? What a GREAT problem to have, am I right?

And on this day, FOUR YEARS AGO, Jess GRAND OPENED her dream storefront! 🎉 That alone is a huge accomplishment, but let me tell you why this is even more special…

Before opening her storefront,...

Yesterday I found out that one of my favorite local restaurants closed their doors for good.

And it broke my heart.

This wasn’t just another place to grab a meal—it was a staple in the community. A Michelin star restaurant, featured on 38 different dining guides, a popular spot where people gathered, celebrated, had first dates, and made memories. The food was incredible, the service was outstanding, and the owners poured everything into their business.

But despite all of that, they couldn’t stay open.

And if you’re a bakery or small business owner in the food industry, unfortunately, this could happen to you too—here's what I’d do to fight for the longevity of my small business in 2025. 

When a restaurant or bakery shuts down, it’s rarely because of bad food. It’s because of business struggles happening behind the scenes:

✔️ Pricing mistakes that eat away at profits

✔️ Inconsistent marketing that doesn’t attract new customers

✔️ Time management struggles that leave owners ov...

Let’s be real—running a bakery is HARD WORK. Between managing ingredients, perfecting recipes, handling customer orders, and keeping up with marketing (because YES, social media is practically a full-time job now), there’s A LOT on your plate.

But what if I told you there’s a way to work SMARTER, not HARDER? A way to streamline your operations, boost sales, and even create better-tasting products WITHOUT burning yourself out?

Welcome to the future of baking—where AI (artificial intelligence) is about to become your BEST employee. 🤖✨

How AI Can Revolutionize Your Bakery 🍞

AI isn’t just for tech nerds and self-driving cars. It’s already making waves in the food industry, and bakeries are NEXT. And friend, trust me if you aren’t using AI in your bakery yet- you’re BEHIND… So let’s get into how you can start using AI to LEVEL UP your business:

1️⃣ AI-Generated Recipes & Flavor Development 🍪

Ever get stuck in a creative rut, making the same flavors and products over and over again? ...

Alright, let’s talk all things PRICING. I know, I know—it’s one of the most frustrating parts of running a baking business. But it’s ESSENTIAL. You pour your heart into everything you do (it is your passion after all 😉*)* but when someone side-eyes your price tag, you suddenly feel like you’re asking for a kidney. Sound familiar?

Maybe you've heard this before:

• “That’s too expensive.”

• “I can get a cake cheaper at Costco.”

• “Why is it so much for just cookies?”

  And because you don’t want to lose the sale, you panic. You start over-explaining yourself, lowering your price, or worse—throwing in extras for free. And friend, let me just tell you this makes you sound desperate. Undercharging is NOT a strategy. You can’t build a profitable, and sustainable, business on discounts and favors. So, how do you OVERCOME pricing objections? Let’s get into it…

1. First thing first…Do You Even Know Your Costs?

If you’re reading this as a hobbyist, you can leave this page now. I...

If you’re a bakery owner or small business owner in the food industry, you probably know that social media is a powerful tool for attracting customers—but let’s be real… it can also feel like a full-time job. (Makes sense WHY people hire social media managers, cause WHO has time for this! 😆)

❌ You know you should post more… but you never know what to say.

❌ You want to market your business… but you don’t have time to create content.

❌ You try to be consistent… but life (and orders!) always get in the way.

Sound familiar? You’re not alone.

Many bakery owners struggle to keep up with social media, and as a result, they miss out on potential sales, brand awareness, and loyal customers who would love to support them—if only they knew about them!

So, how do you ditch the overwhelm and start using social media as a tool to grow your business instead of something that drains your time and energy?

Let’s break it down! 

The 3 Biggest Social Media Struggles for Bakery Owners (And How t...

When my former business partner, Fabiola, and I competed on Food Network’s Cupcake Wars in 2011, we didn’t just bake cupcakes—we baked our way into the hearts of fans across the globe! I’m often asked tons of questions about how I got on the show, what the experience was like, and everything in between, so I wanted to take the time to share it all with you. In honor of International Port Wine Day (you’ll understand why after reading through this interview!), I’m walking you down memory lane and reliving this incredible journey, from working out of my home with nothing to winning Cupcake Wars and watching our business SOAR!

Q: What was your first reaction when Food Network invited you to compete?

Believe it or not, Food Network reached out to us four times before we finally said yes! At the time, we were operating our business from home, barely able to keep up with the orders we had coming in. The thought of winning without the capacity to handle a flood of new customers was terrify...

Let’s get real—When ingredient prices increase, our small businesses feel it, hard. Eggs already jumped 267%😳, and now flour and sugar are next. Why?

📢 Starting Tuesday, February 4th, new tariffs on imported goods—including key baking ingredients like sugar, dairy, and flour—will take effect. This means higher costs for our businesses, tighter margins, and a tougher road ahead for small business owners in the food industry. 

But here’s the thing: just raising your prices isn’t a strategy—it’s a reaction. If you want to thrive in this economy, you need to get smart, scrappy, and strategic.

Key Imported Items Affected by the February 4th Tariffs & Their Impact on Small Food Businesses

These new tariffs will directly impact your ingredient costs and operational expenses, making it more expensive to run your bakery, restaurant, or café. Here’s what you need to prepare for:

1️⃣ 🚚 Gas & Energy Costs – Higher fuel prices mean increased delivery fees from suppliers, as well as higher ut...