Gigi’s Cupcakes: Finding What Women Love About Cupcakes

It starts with research and ends with brand love for Gigi’s

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Founded in 2008 as a local boutique cupcake bakery, Gigi’s Cupcakes has grown into America’s largest cupcake franchise with more than 100 locations in 23 states. Gigi’s Cupcakes offers a wide variety of over-the-top cupcakes, cakes, and cookies.

As the chain has grown, the brand sought to understand their positioning and their brand strategy among the cupcake stores, bakeries and supermarket offerings in which they compete.

Through consumer insights, Brand Wise found cupcakes are the heart of celebrations for Gigi’s customers, providing love and joy one cupcake at a time. Brand Wise created new brand identity, a robust website serving both consumers and franchisees, a promotion strategy to highlight times of celebration, a new email program and in-store promotional materials.

Gigi’s is serving even more cupcakes and selling more franchises, spreading smiles everywhere.