2023-09-02 17:11:58
Internestor GmbH from Cologne delivers a cake for a birthday or a company party under the brand name deintorte.de. It produces and ships freshly baked cakes and other baked goods across Europe and at the desired time. Every customer can order their cake individually on the Internet, regardless of whether it is a 3D cake or a printed cake. “Originally, the founders did not intend to sell the cakes themselves online, but wanted to sell the printer technology,” reports Managing Director Alexander Schulz. “However, they didn’t find enough patisseries and bakeries interested in the business.”
The company offers to gently print all kinds of motifs on photo cakes, birthday cakes, children’s birthday cakes and cake topper. The motif is printed on almond decorating mass and fondant using food coloring. This printing technique enables a particularly good quality and sharpness of the image. It is also easily possible to print in sizes longer than one meter. “We are often referred to as the Amazon of cakes,” says Schulz.
Larger companies often ordered for company anniversaries. Another reason is to give customers or employees a gift. The JAB Anstoetz group of companies celebrated its 75th anniversary in the summer of 2021. Due to the corona pandemic, the company party could not take place. As a result, deintorte.de produced almost 3,700 cakes for customers and business partners throughout Europe.
Thanks to buttercream, the cakes do not have to be cooled
For example, companies could contact the company with 10,000 delivery addresses to which a customized cake should be sent on a certain day and throughout Europe. Being able to send large numbers of individual cakes is what distinguishes deintorte.de.
The customer determines the shape and size of the cake. There are chocolate and vanilla cake flavors, each with different fillings. Prices start at around 23 euros for smaller baked goods, some cakes cost 200 to 350 euros, for example multi-tiered wedding cakes.
Customer Melanie Brabender, who ordered for her son’s confirmation, initially found it “taking some getting used to” ordering a cake by post. But then she was surprised by the shelf life of the cake of seven days and that without refrigeration. The recipe is such that the cakes can be stored unrefrigerated for ten days without any problems, says Schulz. “Our products don’t need to be refrigerated because they’re made from buttercream, not cream.” Photo cakes, communion cakes and brownies with colorful decorations are some of the most popular cakes. Orders can be placed until 4 p.m. on a normal weekday, and with express delivery the cake will be there by 12 p.m. the next day, as Schulz reports.
Gender reveal cakes – a trend from the USA
The company picks up on trends and offers vegan cakes, for example. A trend from the USA are the “Gender Reveal” cakes. The gender of the child is announced at a baby shower by filling the cake with pink or blue chocolate candies.
Although cakes are offered in all bakeries and supermarkets, the competition is huge, says Schulz. However, the market for selling cakes online is much smaller. “As far as we know, we are the market leader in Germany in terms of volume and sales, but in our niche of cake e-commerce.”
In addition, deintorte.de works with eleven football clubs that develop licensed products and offer them to the general public. They include Borussia Dortmund, Bayern Munich, Borussia Mönchengladbach, 1. FC Köln, Schalke 04, Eintracht Frankfurt and VfB Stuttgart.
Thorsten Winter, Willingen Published/Updated: , Recommendations: 9 Emma Pietsch, Gymnasium Corveystraße, Hamburg Published/Updated: , Recommendations: 10 Yina Arega, Catholic School Liebfrauen, Berlin Published/Updated: , Recommendations: 37
Internestor GmbH has been a 100 percent subsidiary of the Oetker Group since 2020. But it is still an independent company, says Schulz. The company has grown significantly. Around 150 people are currently employed. Internestor also has shops in France, the Netherlands, Poland and Sweden.
“This year we are trying to achieve the sales that we achieved last year again,” says Schulz. “That will be challenging enough, since the online market has been declining sharply across all sectors in recent months.” According to the managing director, annual sales are in the low double-digit million range. Hundreds of thousands of cakes are sold every year.
The article is from Student project “Youth and Economy”which the FAZ organizes together with the Federal Association of German Banks.
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