Carlo's Bakery

Customer Success Story

Salesforce helped me grow my business like a boss.

Buddy Valastro , CEO and Cake Boss
Industry: Retail

Retaining a neighborhood feel while expanding worldwide

What happens when a small, family-owned bake shop in suburban New Jersey becomes the subject of a hit reality television show? After “Cake Boss” debuted on TLC, orders at Carlo’s Bakery grew more than 1,000%. Rapid growth is every small-business owner’s dream, but the century-old company’s antiquated pencil-and-paper ordering system couldn’t keep up with the sudden flood of orders. That’s when the Cake Boss put in their order for Salesforce.

Today, Carlo’s Bakery’s “Cake Boss” is in its seventh season with TLC and they sell 24,000 cupcakes each week. They have nine retail stores, a mail order shop, a cooking school, and significant business-to-business sales. They are also launching an online cooking program that will bring their CEO, Buddy Valastro, into kitchens everywhere. With help from the Salesforce Customer Success Platform, Carlo’s continues to maintain the feel of a neighborhood business as it expands around the world.

Carlo’s customers range from a little old lady in Hoboken with a fondness for cannoli to large corporations that want to send rugelach to clients around the holidays. Even Norwegian Cruise Lines has Carlo’s branded bake shops on board their ships. The company manages all of these relationships through Sales Cloud.

Great customer service is the icing on the cake

“We’re nothing without our customers,” is a favorite saying of Buddy Valastro, CEO and the eponymous Cake Boss. “As we continue to grow, we want to make sure every experience with our cakes, pastries, stores, and school — even our online classes — is outstanding.” To support their sales efforts, Carlo’s uses for customer service. Having a support system that’s as easy as email is critical for onboarding staff at Carlo’s retail stores. Customer comments and inquiries are routed to individual stores so front-line people can address them personally and retain local relationships.

Taking advantage of’s flex licenses means everyone at the company, from product management to human resources, can check in on customer issues and see how responsive the company is. It’s easy and cost effective to get new staff up and running quickly during wedding season or the holidays, or for everyone at the company to pitch in during busy times. The company is even using it to power sign ups for their new online cooking school.

Carlo’s also uses Marketing Cloud to monitor social channels, see trends, and communicate with fans and followers. and Marketing Cloud seamlessly integrate with Salesforce so data is automatically shared between the sales and customer service teams and everyone can work together to help customers. “Bringing together sales and service is helping us drive new levels of efficiency,” says Leo Minervini, CIO. “On a scale of 1-10 it’s a 12.”

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