By Design: Hy-Vee’s Cake Decorating Competition
From snail cupcakes to a cake typewriter, Hy-Vee Food Stores’ annual Cake Decorator Challenge turns cakes and cookies into an edible art show. read more…
From snail cupcakes to a cake typewriter, Hy-Vee Food Stores’ annual Cake Decorator Challenge turns cakes and cookies into an edible art show.
Hy-Vee uses the competition to get the word out about its cake decorating talent to customers, and as an opportunity for designers to learn more about decorating from each other.
“We consider it great advertising for our customers. When they walk through our grocery stores they have no idea of the level of talent that we have in cake design,” said Tony Byington, assistant vice president of bakery operations at Hy-Vee. “And this gives us an opportunity to showcase that and display that to our customers.”
Hy-Vee holds six regional contests and one final contest in malls, where customers are invited to come and see the cake designs.
In the regional contests, designers have three hours to create themed displays out of 12 cookies, two sheet cakes, 24 cupcakes and feature cake. The top three winners received a cash prize and were sent to the final competition in Des Moines, Iowa, where they had four hours to compete for glory, cash and a trip to this year’s International Dairy-Deli-Bakery Association conference in New Orleans.
“We invite anybody and everybody to come and watch. We put it usually in the local newspaper, local radio — local news stations are often there, and that way we can reach out to as many of our customers as possible,” Byington said.