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Case Study Cake Bake Sweets Show

Case Study Cake Bake Sweets Show

By Deni Kirkova|

Cake, candy, and croissants… what’s not to love? But in a post-pandemic world, even the most enticing shows can be a challenge to resurrect. Read on to find out how we helped deliver a showstopping comeback for the sweetest show in Melbourne.

A festival of deliciousness, Cake Bake & Sweets Show returned for 2022 with a star-studded bang to invigorate our city after a 2-year hiatus. One of our favourite expos here at Melbourne Convention and Exhibition Centre (MCEC), this Show has chosen our grounds year after year since its foundation 9 years ago.

“We always get great support from the Operations team at MCEC, which is especially important for B2C shows like ours,” says Shinu Pillai of GL Exhibitions, Cake Bake & Sweets Show’s Managing Director.

“Things can get a bit challenging with shows like this. For example, for the World Food Championships, we needed space outside, plus we had multiple workshops taking place in different rooms. This required a lot of logistical support, and MCEC were brilliant. The team know the show.”

Since its inception in 2013, Cake Bake & Sweets Show has garnered a reputation as a market leader: it is Australia’s No. 1 show for baking. “For anyone who bakes, it’s on their yearly calendar,” says Shinu.

With highlights including celebrity chef demonstrations plus a new international cake competition, Cake Bake & Sweets Show saw more than 14,750 people come through their doors from July 8-10. This is impressively close to their target of 15,000. Visitors enjoyed shopping for baking equipment, sampling cupcakes and donuts, plus all kinds of workshops, technical masterclasses, and activations.

“Cake Bake & Sweets Show is back after 2 years of Covid,” says Shinu. “People have been waiting a long time for it to return since our last Show in 2019. We had a fantastic response, so we are very happy.

“We also run the show in Sydney, which is fantastic. But it is no surprise that Cake Bake & Sweets Show performs exceedingly well in Melbourne – it is foodie paradise.”

Leaning into food trends in a foodie paradise, this year, Cake Bake & Sweets Show welcomed more plant-based stands than ever. “We had vegan cookie stands, some vegan sessions… Healthy Eating is one of our slogans. We do recognise that plant-based diets and baking are growing trends, and the market is going in that direction. Especially after Covid, there is more demand for these products, and our Show reflects that.”

Across the niche and the mainstream alike, the Show rolled out the red carpet for its star-studded guestlist. Attendees were only too delighted to meet their favourite famous cake decorators, pastry chefs and chocolatiers, such as Spanish celebrity chef Miguel Maestre, pastry chef Kirsten Tibballs, Adriano Zumbo, and Anna Polyviou. Many had conversations with them, shaking hands and snapping photos. “Everyone loved it,” says Binu.

And in a world-first move, Cake Bake & Sweets Show hosted the World Food Championship Australia (WFCA) Dessert Grand Finals: a competition that is considered the Olympics for bakers. The winner, Katya Arzhanaya, got a Golden Ticket to represent Australia and compete in Dallas, Texas.

“WFCA launches for the first time in 2022,” says Shinu. “And we are proud to host the qualifying rounds at the show as the official license owners for our country.”

Australia’s ultimate home baker experience, Cake Bake & Sweets Show runs every year at MCEC. It is a 3-day live event devoted to the world of baking and the art of cake decorating, featuring demonstrations from leading local and international chefs, hands-on workshops and masterclasses. We are delighted to welcome them back and look forward to planning more exciting foodie events here at MCEC for 2023 and beyond.

Ready to discover the difference? Start planning your next exhibition event at MCEC.