Sunday | Hummingbird Bakery – selling like hotcakes

Photo: Drew Gardner

Having introduced London to the delights of truly authentic American-style baking, Tarek Malouf, Founder of The Hummingbird Bakery, is taking the iconic brand beyond the kitchen…

The first Hummingbird Bakery opened in 2004 – how has the company grown since then?
The Hummingbird Bakery’s growth has been organic. When we opened our first branch in Notting Hill, there were no real plans to grow the company further – we just hoped cupcakes would catch on. It was simply down to high demand that three years later we had to open our second branch, in South Kensington. Since then we’ve become more strategic in our growth plans and we’ve gradually expanded across London.

What other Hummingbird brand products are available? How did these come about?
When people think of The Hummingbird Bakery, most think of cupcakes. But that’s not all we do. Our product range includes layer cakes, cheesecakes, whoopie pies, brownies and many other delicious treats. In terms of non-edible products, we have two best-selling cookbooks and we’re working on a third. There is also an iPhone app and branded stationery, diaries and organisers. The latest addition to our product lineup is a tote bag, available in all branches.

How has Hummingbird managed to stay on top amid tough competition?
Believing in the deliciousness of fresh baking and insisting on the best-quality ingredients is at the heart of everything we do. We have kitchens at each of our branches and we hand bake throughout the day. This means that no matter what time of day a customer pays us a visit, they can always be assured of fresh produce.

What are the plans for the future?
We’re working hard on our international franchising project and expect to have international branches springing up before the end of the year. Further branches are planned for London and we’re also looking at other key urban areas around the UK.

If you were a cake, which kind would you be?
I’m rather partial to a Black Bottom cupcake, so maybe that’s my cake. It has chocolate chip cheesecake baked into it, so it’s more than meets the eye!