Pivoting in a Pandemic
How Unforgettables stayed profitable despite COVID-19
Cheryl Merriweather remembers exactly where she was when the governor’s Stay at Home Order halted business activity across Georgia. “I was shocked but glad--I didn’t want to risk getting the virus or giving it to others,” she began, “but I immediately worried about how we [Unforgettables] would earn money in this environment.”
As days became weeks and weeks became months, Cheryl watched as her bustling business began to slow down in April. “I never expected [the pandemic] to last as long as it has. So much time went by between large orders that we really struggled financially,” Cheryl says. Like many small business owners, Cheryl held on to hope that things would improve, but knew that closing could be inevitable if things didn’t improve.
“I never expected [the pandemic] to last as long as it has. So much time went by between large orders that we really struggled financially”
Rather than giving up, Cheryl persisted and eventually discovered entirely new ways to delight customers despite the pandemic. She created new products that allowed her to safely transfer her tasty treats from her kitchen in Atlanta to loyal customers across the country. The first new offering she introduced was a sample cake box that highlighted her top selling cakes flavors.
After promoting this offering online, Cheryl saw an immediate response from loyal customers and new clients alike--both of which ordered immediately driving a relative surge in sales. “We were supported and found that people still wanted to celebrate things but were doing so on a smaller scale,” Cheryl began, “These new products offered a delicious, cost-effective way to do so for many families.
Next, Cheryl took the concept of offering smaller, less expensive products and made them even more tempting by introducing cake jars--a fun and inexpensive way to enjoy one of Cheryl’s decadent desserts. At only $10 a jar, Cheryl’s delicious cake jars allow customers to try one of four flavors on the fly. Jars are available to order on demand and will be featured at Cheryl’s PopUp Cakery in November.
Don’t Miss Cheryl’s Cookie Decorating Demo on Saturday, November 7th. She’ll show you how to decorate gorgeous treats yourself and offer a few she’s created for you to try. Space is limited, register now to reserve your spot.
Cheryl and her team meeting via Zoom to keep Unforgettables going and growing
As the pandemic rages on, Cheryl is determined to move her business forward and find more ways to meet customers where they are. She says, “Now the big thing is virtual parties. Me and the team are constantly meeting trying to figure out how to create packages that are suitable for smaller, homebound celebrations.”
Cheryl’s assistant smiles confidently from home, where she’s worked virtually throughout the pandemic.
Don’t miss Cheryl at PopShopolis in November. She’ll offer cake slices, cake pops, cake jars, cookies onsite as well as a limited supply of a surprise Fall Favorite for purchase. Visit our event page to learn more.