Coco’s journey into the world of baking is all about family, tradition, and a whole lot of dedication. He learned baking science from his grandma and mom, whipping up cakes with his older brother in between sibling squabbles. In ’91, he started COCOCAKES, and it’s been a sweet ride ever since. Now, firmly planted in Georgia, Coco’s known for his seriously delicious Buttery Caramel cake, and honestly, all his cakes are a win. With three decades of baking under his belt, he doesn’t just see it as a job – it’s a passion. And trust us, when you bite into one of his creations, you’ll know he’s got that magic touch.
What inspired you to start COCOCAKES by Coco, and how has your passion evolved over the three decades?
My mother. I grew up watching her and my grandmother bake absolute cake perfection. I was the fat kid who loved to hang around in the kitchen until the cakes cooled. My older brother and I, as young boys were often at work with our Mom. Fun fact, she was the 1st African American to work in Kroger’s bakery production department in the state of Missouri. So, her knowledge and passion truly inspired me.
It laid dormant until one day in college, I called home for money and my mom said “Boy, you better start baking these cakes!” Well, it was my senior year, scholarship money had dried up and it didn’t sound like my mom was funding any more requests so…I started COCOCAKES by Coco on the campus of Lincoln University in Jefferson City, MO. My first off-campus apartment wasn’t the looker, but it had a gas stove and I had to have it. In my opinion, gas stoves produce a superior bake.
With my B.S. degree in Marketing in hand, I moved to Atlanta in 1996 and have not eaten any other way. These cakes have raised my daughter, employed countless individuals, and been in three storefronts, restaurants, festivals, and all that. I don’t foresee my passion for what I do quelling anytime soon.
Can you share some insights into the unique recipes and techniques you’ve developed that make your bakery stand out in the industry?
Some of our recipes are over 100 years old; if you factor in my great-grandmother, grandmother, and mom. Don’t sweat the technique.
Tell us about the customer feedback you’ve received regarding your cakes. What are some memorable experiences or testimonials that highlight the excellence of your creations?
We were on the menu at a fine dining restaurant at the time. They called me and said that Stevie Wonder had eaten there that night and requested his cake before his entree. He, in fact, loved the Buttery Caramel so much that that became his regular order.
Customers say often that these cakes remind them of their grandmother or mom. That gets me every time because I know how special that remark is. The memories, smells, and tastes carry over into your adulthood and actually shape your expectations in life. I am always honored to be mentioned in the same sentence as anybody’s grandma.
The caramel icing at your bakery is renowned. Can you shed light on the secret behind its unparalleled taste and texture?
It’s made with love. I can say now, that after 27 years of making it, 3-4 times per week, it’s utter perfection. I dare you to find a better caramel. We offer it with butter cake (Buttery Caramel) or strawberry cake (Strawberry Caramel) which will both rock your world.
What sets your bakery apart from others, not just in terms of taste but also in the overall experience you provide to your customers?
Our longevity and customer service. No matter what else is going on, who comes and who goes, COCOCAKES is perennial. We truly are a cake destination. There are customers who won’t visit Atlanta without grabbing some Chunks. We’ve had hotel concierges call with their only guest demand: to get them some COCOCAKES.
How do you maintain consistency in delivering quality across all your products?
We throw out cakes that are 99%. Our standard is the mountain top. The team has been well trained from day one and we have standardized systems in place to prevent quality wavering.
Could you walk us through your creative process when developing new cake flavors or product offerings?
Sometimes it comes from a customer who requests it. Take the Chocolate Turtle for example. A customer ordered it numerous times and we eventually tested it in the market. Today, it’s a staple. With our new, Create Yo Chunk concept, the creativity belongs to the customer. I merely do what I’m asked.
What challenges have you encountered on your journey, and how did you overcome them to achieve such success?
Too many to count but some of the big ones are having to close for three months to replace the oven, to the pandemic (we switched to drive-thru only and haven’t looked back). We simply kept going…that’s how we’ve achieved success.
People claim your caramel icing is “to die for.” What makes it so irresistible, and how do you ensure its consistent excellence?
I’ve heard that too. I’ve had well-known public figures and corporate heads refer to it as “crack” cake. It truly is habit-forming but in a sweet and buttery way. Finally, after cooking it for over 27 years, I can say it’s right about perfect. When I cook it, she gets all of my attention. I talk to her, warm her up, and watch her bubble and swell. Wait, are we still talking about caramel?
Can you share some of the core values and principles that guide your business, and how they contribute to your success?
Yes. We developed the 3 C’s: Crew, Cakes & Customers, and these elements of our business are at the core of operations. Each new hire understands which C is theirs to prioritize. That way, we have everyone focused on their part, which creates a well-oiled machine that attracts repeat patronage.
Could you share your thoughts on how dedication and commitment play a role in achieving excellence in the bakery industry and one’s career?
As I mentioned, this is the only job I ever committed to. I have a degree in Marketing and could’ve easily gone the corporate route. I chose to raise my daughter and follow my mother’s advice and “bake these cakes.” I believe if I had a different priority system, then we wouldn’t be seeing the blessings and longevity in the industry that we have. I am truly, truly thankful. These cakes have literally supplied all my needs, and most of my wants, for over 30 years.
How do you stay updated with the latest trends and innovations in baking, and how does this knowledge benefit your business?
I don’t. I’m in my own lane and believe in my base. Many of our customers have been so for generations, and we are baking for the grandkids of my original clientele. I like the traditional dessert cakes that your grandma baked. We let fads pass on by while remaining true to this sweet bread and butter.
What advice would you give to aspiring bakers or entrepreneurs who are looking to establish their own bakery business based on your experiences?
Fall in love with it and stay true to it. You will be tested but you will be provided for, as long as you don’t quit. Create it as though it’s the 1st of a million. Take care of your business and your business will take care of you.
Could you share some upcoming projects or initiatives that your bakery has in the pipeline to continue delighting customers?
Yes. We are presently 1 of 6 businesses, operating on the bustling Atlanta Beltline, Westside Trail. We were chosen not only by The Village Market, led by Dr. Key Hallmon but also by the ATL Beltline Marketplace. This prime real estate has allowed us to test market our franchise model and capture a new demographic in the heart of Atlanta.
What do you envision for the future of your bakery, and how do you plan to continue delivering exceptional products and experiences to your loyal patrons?
We will continue on our road to perfection and open up opportunities for you to even own and operate a COCOCAKES in your city and state. Meanwhile, you can always order online for pick up, local or nationwide delivery. Taste love!
Be’n Original
