This week’s spotlight is someone dear to our hearts, and moreover, an inspirational entrepreneur.Lisa Sanguedolce’s of Le Dolci and Foodie-Trips has made a mark in the world of baking. Opening Le Dolci’s first downtown store front in Toronto in 2012, it has now expanded with its newest location at the Scarborough Town Centre, as well as a new event space called The Loft at 114 Geary Avenue near Dupont and Dovercourt.
Baking is becoming a lost art and when we teach people how easy it is to make scones or an amazing pie crust it makes me happy. – Lisa Sanguedolce
Unfold: Describe in one sentence what you do.
Lisa Sanguedolce: Make magic with cake & teach people how to bake!
U: How long has your company been in business? Tell us a bit about your company, its mission, goals.
LS: Le Dolci has been around for six years and we’ve got a sister company called Foodie-Trips which hosts culinary adventures to Paris and Florence. Our goal is to provide fun, food education and delicious baked goods to the city. The company is family run with my best friend, sister and mom all handling different aspects of the fun.
It’s an adventure daily and I wouldn’t have it any other way.
U: What’s your superpower?
LS: I am always looking for solutions and new ideas to help innovate and solve people’s cake addictions.
U: What is your target market?
LS: Target market is 20-65 –everyone who loves cake and can come to a class to learn to make croissants or apple pie.
U: What influences your industry?
LS: Trends in the food industry stem from pop culture, design and art and I love to incorporate all of those ideas into our cakes and designs for new products.
U: How did you know your visual identity was the right fit for your company?
LS: It just happened, we’ve tweaked it along the way to where we are now, but when it felt right and we found the right design we just stopped.
U: Why is brand important for your company, and in what ways is it executed?
LS: Our brand is very clean, crisp lines, soft colours and lots of mouthwatering products. Using all of the tools we have at the bakery and during classes makes it easy as our canvas is always filled with pretty things.
U: Is there anything you haven’t yet tackled, but want to do soon?
LS: I’d love to have a big photography session to make everything uniform in colour and light but time is not really on my side for this at the moment as we’re growing quickly.
U: What are some of the biggest mistakes you see new companies make in search for their identity? Can you offer any tips you have learned for new companies to consider when creating their identity?
LS: I think being you and reflecting that in your brand is essential. If you come to my home you’ll see the same colours and design items that I try and emulate in the shop. Pretty, pastel, light, crisp modern design are all the things I love. If you’re trying to be a super hip and cool brand and you’re a very traditional person it’s not going to gel.
Just being you will emanate into your brand!