What's up with Cake Flour?

[Robin Garr]

I just got this from a reader, who asked me to go ahead and post even as I set up her forum membership. It sounds horrible, and hard to believe, given Cake Flour's solid reputation and the apparent success of its new lunch program. Do any of you have any info?

Here is Alice's post:

What happened to Cake Flour on Market?

Yesterday when I walked by, the interior of the bakery was completely vacated (no equipment, dining tables/chairs, display case, etc.) and a hastily made "For Lease" sign written on yellow legal pad paper was taped to the front door. There is nothing relevant posted on either the bakery's webpage or FB page.

New Year News!
Greetings Friends and Patrons everywhere! We wish you great happiness in the New Year! At Cake Flour we are looking forward to 2014 with great excitement, as it will bring about some thrilling changes for us. Looking back over the past 5 ½ years, we have fond thoughts of our many loyal customers and their support. We would like to thank each of you who have helped us to make Cake Flour the successful natural bakery it is today. In order to continue our mission of providing all-natural, organic goodness in our bakery, Cake Flour, will be moving to a new location. We hope you will join us in our excitement as we grow in a new direction. As always we will continue to serve you with quality, real food. We look forward to creating your custom cakes, pastries, cookies, and more very soon. Please stay tuned for the official announcement at our new location. Again, we appreciate the opportunity to serve your bakery needs and appreciate your patience as we make this move.
All the best in the New Year to you & yours,
Chef Claudia

[Robin Garr]

Cake Flour, will be moving to a new location. We hope you will join us in our excitement as we grow in a new direction.

Claudia, I'm really and truly delighted to know that Cake Flour is not going away! Thanks so much for posting.

With all the respect in the world, though, might it have made sense to handle this in a way that could have better informed your public than simply moving out with no word of farewell? I would have been delighted to work with you on that (no charge!), and hope the forum can help clarify the situation now.

I can't remember the last time a popular place announced they were moving without having a place in which to move. I love Cake Flour, but this is just plain weird.

I can't remember the last time a popular place announced they were moving without having a place in which to move. I love Cake Flour, but this is just plain weird.

This. When I shut my last retail business down in the Highlands I told everyone I was moving too. I wasnt. I just didnt want to deal with the questions.

I hope Im wrong.

We keep hearing that Cake Flour is moving to the strip center(s) on Lime Kiln between Old Brownsboro and New Brownsboro (22 and 42). Don't know how true, but a friend with a store in there told us it's coming in.

With all the respect in the world, though, might it have made sense to handle this in a way that could have better informed your public than simply moving out with no word of farewell? I would have been delighted to work with you on that (no charge!), and hope the forum can help clarify the situation now.

^^^^ This. I stop into Cake Flour about 2 to 3 times a week. I had literally been in just a couple of days before the disappearing act. As a longtime, repeat customer, I felt a little betrayed!

Also, considering the time and effort put into the renovations, and how recently they were completed, I do find it a bit of a stretch to believe that this was a planned move (if, in fact, anyone is claiming it was - I'm not even sure of that!). Whatever the circumstances, I hope all is well and we will see Cake Flour reopen shortly.

Word from a friend who works in the building is that their departure was as much of a surprise to the landlord as to everyone else. So, yeah, hard to believe this was planned.

Steve reveals...

http://insiderlouisville.com/news/2014/01/09/cake-flour-spot-revealed-ed-lee-national-tv-loop-22-thawing-fieri-wants-chefs/

Certainly glad to see that they aren't gone but the whole thing still seems a little strange to say the least. Why spend all the time and money remodeling and then leave? Why hide information about where you're moving? Moving the far is certainly change the demographics of their customers significantly.

I think the whole sudden move is a mystery, but with that said, I've already heard some criticize the move to the burbs. I'm not as far out in the burbs at the Shady Lane, but let me say that I would put my ethnic diversity, economic diversity, and political diversity, up against any Nulu spot or Bardstown Rd. spot, or any location for that matter. Don't be fooled by the strip malls and bland architecture. I don't particularly like them, but remember, all the hip areas of town were once cookie cutter buildings made of standard manufactured cornices and the such. It is what you make of the place, not where you locate. I do think there is a larger demographic of people who might be willing to spend money on a quality product in the area they are relocating. Seems like a smart financial move. Just saying. Anyway, I wish them all the luck in the world.

I certainly agree with what you're saying but one of his demographics may be basically the same the customer base will certainly be much different. With the exception of people who live in the Lime Kiln area and work downtown.they are going to have to develop a whole new customer base.

I agree Mark. It will be a whole new customer base, but with the great publicity they've gotten recently that customer base might be ready and willing. I was mainly addressing some other comments I've read (not on this site) about the suburbs. Another consideration, or at least while we were looking for a building, is that the rent is often cheaper or the same out in the burbs. Believe it or not. I tended to find that any of the "Hip" areas were way overpriced on the rent side. You are right though, new customer base will be the key.

Well, this ends up a pleasant surprise. CF moves from 1/4 mile from my office to 1/4 mile from my home. They'll find a very eager clientele and the vegan baked goods business will actually grow in that location. One suggestion, send a cart down the hill to the Monday vegetable market that's on the grounds of the Temple.

You can find baked goods at several other places in NuLu -- and vegan (sometimes GF) ones at Earth Friends just one block west, and I think Please & Thank You has vegan baked goods as well. Just not a whole cake as far as I am aware, so there's a hole there.