From Local Bakery to National Dreams: How The Cake Bar Earned Our Start.Pivot.Grow. Grant

A 10-year family business strategically pivots from retail to manufacturing to achieve nationwide reach

Posted by Start.Pivot.Grow. | June 9, 2025

The Power of Strategic Partnership

Through Integrality’s Start.Pivot.Grow. program, made possible by our partnership with The UPS Foundation and Wells Fargo Foundation, we're proud to have disbursed $10,000 in grant awards to help five small businesses overcome critical business hurdles. Today, we spotlight Tracy German of The Cake Bar, whose remarkable journey from a mother's inspiration to a strategic manufacturing pivot demonstrates the power of staying focused while adapting to new opportunities.

A Legacy Built from Love

In the heart of Dallas, The Cake Bar stands as a testament to the power of family recipes and entrepreneurial vision. Tracy German's journey began with the most precious of inspirations—her mother's scratch baking legacy.

"I had never used store-bought cake until I was 19," Tracy recalls. Her mother was a scratch baker who instilled a deep appreciation for homemade quality that would later become the foundation of Tracy's business philosophy. "I felt like there was a need for people to remember a memory when their grandmother made them a cake from scratch."

This deeply personal connection to quality and tradition has driven The Cake Bar for 10 years, making Tracy the first serious full-time entrepreneur in her family—a role she doesn't take lightly.

Building a Local Institution

From custom cakes to everyday indulgences, each creation at The Cake Bar is made with passion and precision, attracting cake lovers from across the Dallas-Fort Worth area. While Tracy's personal favorite remains red velvet—the cake her mother made most often—she was surprised to discover that strawberry has become their top seller in Texas.

"Oh my God, we were so busy," Tracy remembers of their early years. "For the first seven years," the business experienced steady growth, even weathering the challenges of COVID-19 by innovating with solutions like vending machines and expanded delivery options.

Strategic Pivoting During Crisis

The Vending Machine Innovation

When COVID-19 hit, The Cake Bar faced the same challenges as many small businesses—customers reluctant to enter small spaces and mask compliance issues. Tracy's solution was characteristically innovative and practical.

"I said, you know what? They don't have to be around a vending machine," she explains. "Our first vending machine was like the old-fashioned sandwich vending machine, and we cut a hole in the wall and put it in, and it was a hit. It was absolutely a hit."

The vending machine concept not only solved immediate pandemic challenges but opened new revenue streams that continue to grow today.

The Strategic Relocation

After nine and a half years in their original location, The Cake Bar recently relocated to a larger space in Dallas's medical district—a move that reflects both growth and strategic thinking about their customer base.

"We're right off the main artery of Dallas in the medical district. We have picked up a lot of new customers from the hospitals, from the staff at the hospitals," Tracy notes. "I think when you're in those kinds of environments, you need a little pick-me-up, and Cake Bar is here to give you that pick-me-up."

The new location offers more room, seating areas, and ice cream service—all while maintaining the quality that built their reputation over the past decade.

Tracy German Talks To Cynthia Nevels About Her Manufacturing Plans

The Manufacturing Pivot: A Game-Changing Opportunity

Recognizing the Right Moment

Tracy's vision extends far beyond local success. "What I'm looking for for the next level is to be global, to be all over the United States, to be all over the world. And I think it's possible."

This ambitious vision led to a strategic decision to pivot toward manufacturing—a move that could transform The Cake Bar from a local favorite into a national brand.

The opportunity came through an unexpected channel that Tracy is bound by NDA not to name, but she describes it as a nationwide company that approached her.

"When the opportunity came to me, I said, 'Okay, God, I was going to franchise, and you said no, you're not. You're gonna pivot to manufacturing,'" Tracy reflects. The timing felt divinely orchestrated, opening doors she hadn't previously considered.

The Certification Challenge

The key to unlocking this manufacturing opportunity lies in obtaining specific certifications—particularly SQF (Safe Quality Food) certification, which Tracy estimates will cost around $10,000. This certification is essential for working with major national retailers and distributors.

"I wanted to put that minority certification to work," Tracy explains, referencing conversations with companies like Chase Bank about supplier diversity programs.

"There's not a lot of black women in manufacturing in this area of Dallas," making her certification particularly valuable for companies seeking diverse suppliers.

Strategic Focus and Goal Setting

Learning to Say No

One of Tracy's most important business lessons has been learning to focus on specific goals rather than chasing every opportunity. For 2024, The Cake Bar has committed to two primary objectives: the manufacturing pivot and expanding their vending machine business.

"We have been presented with a lot of opportunities, but every opportunity is not for you," Tracy wisely notes. "We're staying clear with these two goals instead of trying to do everything and lose what you've built."

This disciplined approach reflects mature strategic thinking—the kind that separates successful businesses from those that burn out trying to do too much.

The Power of Infrastructure

Unlike retail expansion, which would require "a half million dollars to build" and involve finding locations, traffic studies, buildouts, permits, and new employees over 18 months to two years, the manufacturing approach offers faster scalability.

"If February I got a PO and they need 200,000 cakes, I can do that right now," Tracy confidently states. The Cake Bar already has the space, freezer capacity (3,000 square feet), and team members ready to scale operations.

Building the Right Team

Family Business Values

The Cake Bar operates as a true family business, with Tracy's sisters, mother, son, and even husband-and-wife teams working together. This family-centered approach creates a unique culture that extends beyond blood relations.

"People say, 'Is this a family-owned business?' Most definitely," Tracy affirms. The family structure provides stability and shared commitment that many businesses struggle to achieve with traditional employee relationships.

Recognizing Leadership Needs

Tracy demonstrates remarkable self-awareness about her own limitations and the need for specialized expertise. "Right now, I'm not ready for a CEO, but maybe a fractional CEO—maybe 20 hours a month—who's dealt with this type of national distribution."

She envisions bringing in someone with relevant experience to help navigate the complexities of national manufacturing and distribution while she continues to lead the vision and maintain quality standards.

The Grant Impact: Strategic Support at the Right Moment

Addressing the Critical Hurdle

Our Start.Pivot.Grow. grant directly addresses The Cake Bar's most pressing need: funding for the SQF certification that will unlock national manufacturing opportunities. This certification represents the difference between remaining a local business and becoming a national supplier.

"It's gonna help us get in front of the decision makers and the buyers," Tracy explains. "It would bring us to a national level without as much cost as opening up another retail shop."

The Multiplier Effect

The certification grant creates far more value than its dollar amount might suggest. With the proper certification, The Cake Bar can:

• Access nationwide distribution networks

• Qualify for major corporate supplier programs

• Build brand awareness through national product placement

• Generate revenue at scale without the overhead of multiple retail locations

"When I get a product, I turn it over to see where it was made or who made it, and I can Google them," Tracy notes, understanding how national product placement can drive brand recognition and customer discovery.

Lessons in Entrepreneurial Resilience

Walking by Faith

"Being an entrepreneur, you are built kind of different because you have to walk by faith every day," Tracy reflects. The entrepreneurial journey requires a unique mindset, especially when you're the first in your family to take this path.

She acknowledges the mental health challenges that come with entrepreneurship: "When you're on a job and you're having a bad day, mental health, you can call human resources. But when you're an entrepreneur, you can't do that. You have to get up every day and make it happen."

Adapting to Market Changes

Tracy demonstrates sophisticated market awareness, understanding that business strategies must evolve with changing consumer behaviors and economic conditions.

"You can't do business in 2024 the way you did business in 1984," she observes. "Even with COVID, it changed the way people shop—online ordering, delivery, ordering food offline. When you are watching and you're paying attention, you won't get left behind."

This adaptability extends to understanding current economic pressures and how they affect both retail and manufacturing strategies.

The Vision for Legacy

Building Something Lasting

Tracy's vision extends beyond immediate business success to creating lasting impact for her family and community. "The legacy that I would want to leave to my customers, to my daughters, is that it's possible—that if you have an idea, you get up and you start working it."

Her message emphasizes persistence and incremental progress: "It's not overnight, it's steps. But if you keep stepping up to the next challenge, you'll get there. You have to have that importance of not giving up."

Inspiring the Next Generation

As the first serious entrepreneur in her family, Tracy carries the responsibility of showing others what's possible. Her success creates a roadmap for family members and community members who might not otherwise see entrepreneurship as viable.

"I want my customers, my daughters to know that I don't give up and I will not give up," she states with determination.

The Broader Economic Context

Strategic Timing

Tracy's pivot to manufacturing comes at an opportune moment when many businesses are struggling with retail challenges in the current economic environment. Manufacturing offers several advantages:

• Predictable Revenue: Purchase orders from major clients provide financial stability

• Scalable Operations: Production can increase with demand without linear cost increases

• Market Access: Certification opens doors to national accounts previously unavailable

• Competitive Advantage: Minority-owned manufacturing businesses have specific market opportunities

Quality Control and Brand Protection

One of Tracy's key concerns is maintaining the quality standards that built The Cake Bar's reputation while scaling to national production. "How do you take your local brand and expand it nationally without it hurting your brand and quality?"

Her approach involves careful planning, clear operational procedures, and maintaining family business values even as the operation scales.

Why Strategic Partnerships Matter

The Right Support at the Right Time

The Start.Pivot.Grow. program demonstrates how targeted support can create exponential impact. Rather than general business funding, Tracy's grant addresses her specific, identified barrier: the certification cost that stands between her current success and national opportunities.

Breaking Down Barriers

Our partnership with The UPS Foundation, Integrality, and Wells Fargo Foundation recognizes that talented entrepreneurs often face specific hurdles that prevent scaling. Strategic intervention at critical moments can transform entire business trajectories.

Creating Community Impact

When businesses like The Cake Bar receive strategic support to scale, the benefits extend throughout the community. Success creates jobs, inspires other entrepreneurs, and demonstrates that local businesses can compete on national stages.

The Future is Sweet

Short-term Execution

With grant funding for certification, The Cake Bar can complete the requirements needed to begin national manufacturing contracts. Tracy's confidence in her team's readiness suggests this transition can happen quickly once certification is complete.

Long-term Vision

Looking beyond immediate manufacturing opportunities, Tracy envisions potential partnerships with other major manufacturers and continued brand building through national product placement. The manufacturing approach provides a platform for sustained growth without the capital intensity of retail expansion.

Sustainable Growth Model

The combination of local retail presence, vending machine expansion, and national manufacturing creates multiple revenue streams that can support each other while reducing dependence on any single channel.

The Power of Strategic Vision and Support

Tracy German's journey with The Cake Bar represents more than a business success story—it's a masterclass in strategic thinking, family values, and the courage to pivot when opportunities arise. Her transition from local bakery owner to potential national manufacturer demonstrates how the right support at the right moment can unlock extraordinary possibilities.

The Start.Pivot.Grow. grant enables Tracy to take the crucial step needed to transform her 10-year local success into a national manufacturing operation. This support comes at exactly the right moment, when she has the experience, team, and market opportunity to maximize its impact.

Tracy's story offers powerful lessons for other entrepreneurs: the importance of building quality foundations, staying alert to market opportunities, maintaining family values while scaling operations, and having the courage to pivot when better paths emerge.

From a mother's scratch baking recipes to a potential national manufacturing operation, The Cake Bar's evolution proves that with determination, strategic thinking, and the right support at crucial moments, local businesses can achieve remarkable transformation.

As Tracy prepares to see her desserts in stores across the country, her journey reminds us that behind every successful business is an entrepreneur who refused to give up, who stayed focused on their goals, and who had the vision to see possibilities others might miss.

Want to learn more about our Start.Pivot.Grow. program? Visit our website at www.startpivotgrow.com to discover how we're supporting entrepreneurs who are changing the world, one innovation at a time.