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Success for a restaurant or bakery is usually the result of several factors. That is true for Sydney's pastry chef Christopher Thé, whose success lies in one item – his signature strawberry watermelon cake.
“A really good friend wanted a wedding cake and my style of cooking is, I feel you can communicate a lot through food, the same way that an artist can with pains or a musician can (with) music,” said Thé. “So when you think about wedding cakes you think about love and romance, so I aimed to make a very romantic cake.”
The most Instagrammed cake, Strawberry watermelon
When the cake appeared on menu leaflets, it began a love affair with a rapidly growing number of customers and quickly spread online.
“There was this point where it became the most Instagrammed cake in the world, and I heard it back to me, and I went, hey that is really great,” said Thé, owner and founder of Black Star Pastry.
He said the response was overwhelming, with long queues of customers. The shop went from producing 60 pieces of strawberry watermelon cakes a day to about 6,000 pieces. It forced Thé to work the kind of schedule that he said was unsustainable.
Christopher Thé, owner of Black Star Pastry
“It kind of took me to the point where I had to realize that you can’t go on like this, hard work doesn’t fix everything, you got to start building the systems and the structure and the training people – we’re not finished yet,” he said.
Technology commentator Trevor Long said the power of social media can be daunting.
“There are millions and millions of Instagram posts and twitter posts and Facebook posts every day and more than 50 percent are intended to be focused on business so, actually, it is very very rare. The success rate is quite low but, unfortunately, or fortunately, when the success comes it can be overwhelming,” said Long.
A customer waiting outside Balck Star Pastry.
Thé now owns four shops across Sydney and is considering to open outlets abroad. There is a good chance that the menus would include his signature item.
(CGTN)
