Its formula starts from a traditional dessert, the cheese cake, and innovation is in charge of its disruptive flavors (pistachio, pink panther, lotus and even caviar or chocolate with cecina dust). A lung investment with family help and much use of Instagram has led Álex Cordobés, along with his brother David, to become a foothold in the pastry business. His adventure began in the garage of his parents' house during confinement. «I am passionate about the cheese cake and I wanted to try to do the best for me,» says Alex. With this spirit came the essays. And later, a possible business idea. What began as a personal challenge took shape in a spreadsheet. Three years later and sales of 39,000 cakes per month, this year has led to a billing forecast “about 10 million euros and to obtain a benefit of more than one million,” says David. «We reinvest a part and the rest goes for a background as a mattress.» These figures speak of a business success «nothing casual because we come from failing other businesses and already played. You ruin and try again. You learn to make your way,» says Álex. With 30 employees, they ensure that one of the main lessons acquired lessons of failure has to do with «placing the employee in the center of your strategy, taking care of the talent, giving good working conditions and paying it very well.» And in terms of product, «work with the best raw materials, even if they are expensive, and achieve a quality packaging and that connects emotionally with the customer,» explains Alex. For this they chose sober blacks and white, reminiscent of the exclusivity of high jewelry.
Queues that last up to five hours
The brothers seek to climb a dessert of always to the category of «affordable luxury, with which to look very good if you take him to a dinner of friends.» Although Alex did not end the administration studies, business and marketing management, his way of being and understanding the business has led him to generate a visibility model in networks that has fired all his expectations. «Everything is real, without script, and our growth is at all coherent times.» His business develops in two places in which they have invested more than 700,000 euros. One located in Las Rozas (Madrid) that houses the operator, authentic sanctuary and operations center. There they work with 10 references of flavors and «in the reservation bank there are about 30,» says David, which vary according to the season. Now it is in full expansion. As an industrial engineer formed in Icai, as well as in the Basque Culinary Center, David studies and delimits conscientiously «each space to optimize functions and processes.» The work includes a Kitchen test, “an R&D laboratory to develop new products with large professionals and redefine others where cheese and pastry are always the conductive thread”. The second workshop, in the middle of Salamanca neighborhood, has made the street of Velázquez the most viral in the capital, with its famous lines to taste the fashion cake. The most massive (up to five hours) to buy that of Milkshake, which had the collaboration of the YouTuber Nil Ojeda. «We want each client to be an ambassador of the brand,» says Alex Cordoba. In its expansion plans, the next objective is terminal 4 of the Adolfo Suárez Madrid-Barajas airport. «The metrics tell us that 60% of our client is international» and already study their landing in other countries. Its internationalization will place the first spicy in the Arab Emirates, where they recognize that it will have to “increase the degree of sweetness of the cakes”, and as the second market they already value the United States.
