A 'Delicious' experience
Cedarburg baker to take part in entrepreneur challenge

By Dave Fidlin - News Graphic Correspondent

July 8, 2014

 Jennifer Goldbeck, owner of Delicately Delicious in Cedarburg hopes her European buttercream frosting mix is a hit with the judges.
Photo by Mark Justesen

CEDARBURG - Baking has been a part of Jennifer Goldbeck’s professional life for more than seven years. This month, she is entering a new chapter in her foray into the kitchen as she takes part in a local entrepreneurial competition.

Goldbeck, who owns Delicately Delicious in Cedarburg, is one of six finalists in a competition known as the Hottest Kitchen Entrepreneur Challenge. The event will be held at noon July 17, at Milwaukee Area Technical College’s downtown campus.

The entrepreneur challenge, modeled after some of the competitions that have been prevalent on such cable channels as the Food Network, is split into two categories - one for start-up innovations and another for people who are in the early stages of their products.

Goldbeck is one of three finalists in the start-up category. She is going to be showcasing a European vanilla buttercream frosting mix that she recently began selling at her Cedarburg store.

The grand-prize winner within the two category competitions will receive $2,000 in seed money toward his or her business, in addition to a service through MATC that is being described as a comprehensive entrepreneurial consultation package.

While Goldbeck is quick to admit she has her eyes on the prize, she said she is eagerly looking forward to meeting the judges and gathering any insight the various professionals might have. Eight food service veterans across the Milwaukee area will be judging the assorted entries.

“I’m excited to meet all of the people because everyone has such different experiences,” she said. “The time and expertise they will offer is very valuable.”

Goldbeck’s buttercream frosting mix has been a work in progress for about six months. In addition to refining the recipe, she fine-tuned the packing and the directions. Customer response, she said, has been positive.

“People are so much more food savvy today than they ever have been before,” she said. “There’s so much information out there, and people want something that’s quality and gourmet. There’s a craving for it.”

The upcoming challenge is one in a series of growth spurts for Delicately Delicious, which Goldbeck acquired in 2007 from a previous owner. For many years, the business sold only made-to-order cakes.

But Goldbeck decided to evolve the business three years ago, relocating from a commercial kitchen on Center Street to a retail storefront operation along Cedarburg’s bustling Washington Avenue corridor.

“It was good to perfect things,” Goldbeck said, in retrospect. All along, she said she aspired to morph Delicately Delicious into a retail bakery, but she believed the business could have failed if she made such a drastic change before making a series of tweaks.

In its retail iteration, Delicately Delicious features a variety of items that are sure to satisfy just about any person’s sweet tooth. She sells frosted single-layer cakes by the slice, but also showcases a range of cupcakes, cookies and other baked goods.

Early in 2013, Goldbeck expanded Delicately Delicious’ presence into the Bayshore Town Center. She operated a so-called pop-up kiosk shop for Valentine’s Day and Mother’s Day. The response was so strong that she decided a year ago to have a presence at the mall full-time.

Goldbeck said she has a number of other projects on the horizon. In fact, one of them - selling a mix of her popular kitchen sink cookies - has just come to fruition. In late June, she began selling the product at the Piggly Wiggly store in Cedarburg.

Retail is a sector Goldbeck has been eyeing, both in a brick-and-mortar and online sense. She aspires to have her products featured through such companies as Williams-Sonoma, since they reach the same target consumer. 

For Goldbeck, baking and growing Delicately Delicious has been a labor of love. When asked why she chose to concoct sweet creations, she offered a ready response.

“I enjoy meeting people in the community,” she said. “What’s been great about this is I help people with their celebrations. I get to see the progression in people’s lives for things like weddings, babies and graduations.”
 

To contact:

Delicately Delicious
W62 N608  Washington Ave.
Cedarburg
377-7268