This week the spotlight is on Isioma Mokobia, the CEO of Cakes by Zitel; a bakery outfit based in Asaba, Delta State capital. With passion and determination, this Issele-Uku born Pastry Chef, started her bakery four years ago without basic capital. In this interview with our Woman Editor, RITA OYIBOKA, she shares her journey of building a cake empire as a single mother and the secrets of her success in the competitive cake industry.
What inspired your choice of going into baking? When did you discover your love for the craft?
I have always loved everything related to the kitchen, particularly cooking and preparing meals for people to enjoy. It brings me immense joy to see others enjoying my food and praising my cooking. My passion for cooking began at an early age. As for baking, it started when I observed my mom making chin-chin and cakes using a pot and sand for baking. I watched her closely and my love for baking grew with time. The inspiration to start baking professionally came a few years after my National service year when I became a mother. I needed to find a legitimate way to provide for my son since his father wasn’t present, so I decided to pursue baking. In 2018, I attended my first baking school to learn the craft. I knew that my love for creating food for others would lead me to success in cake making. My son is my inspiration and success story, as he sparked my love for baking, which is why I named my business after him.
How was the starting days for your business, including funding?
The early days were challenging, but things are quite better now. When I started my business, I was doing everything myself while also being a single mom. It was not easy to juggle both roles. Sometimes I would go without eating all day just to complete an order.
Financially, it was tough because I had no capital at all. I was hustling to make a living and feed my child. I couldn’t even afford a mixer at the beginning, so I used my hands and simple tools to make my baked goods. I made these sacrifices because I knew that it wouldn’t be like that forever.
I had to rent a generator or ask neighbours for power to keep my cakes refrigerated. It was tough and I faced insults from my neighbours, but I didn’t lose hope. I knew I was on the path to somewhere better.
How would you describe your baking style and what sets you apart from other bakers?
My baking style is unique because I specialize in creating premium cakes. I take great pleasure in satisfying my clients by offering something entirely different from the ordinary. What set me apart from other bakers is my outstanding cake recipes, which had helped me build a strong reputation. Without a doubt, I can boldly say that once you try my cakes, you’ll definitely want more. My cakes practically sell themselves.
What’s the most challenging part of running a cakery in Nigeria and how do you overcome those challenges?
I struggle with the fluctuating costs of baking materials and the current fuel prices. Since I don’t have a reliable power supply, I have to run my generator every time I bake. Buying fuel at about ₦8,000 per day adds up quickly, especially if I bake six days a week. It becomes more challenging to turn a profit and set fair prices for my products without making my customers feel like they’re being overcharged.
To address this, I absorb some of the fueling costs and factor it into the prices of my cakes. This way, both my customers and I can find a fair middle ground without anyone feeling cheated and I can avoid running at a loss.
What has been your most challenging project and why?
One of the most challenging projects I’ve worked on was when I had to make a cake for the state Deputy Governor’s wife. I was given only 24 hours’ notice, and the cake was a four -tiered one. It was a very challenging task because normally it would take a week to complete such a project. Despite the time constraints, I managed to complete the cake within 24 hours. However, at that time, I didn’t have a good understanding of costing, so I undercharged for the cake. Additionally, I didn’t include any emergency charges. Looking back, I consider it my most challenging project.
Do you train people?
Yes, of course we do. We have been training students in batches for many years now. Currently, we have a batch graduating this July, and our next batch starts in September with registrations opening in August.
Can you describe your typical work day?
My typical work day is always busy because I have to work on client orders and also train my students. I don’t use dummies to teach, but actual cakes, so it’s quite hectic for me. I have to take my students one by one and make sure they are doing the right thing. Some jobs can take me 48 hours straight and I won’t even sleep. I’d be awake for 48 hours just to deliver that job.
In your opinion, which of the cake-making steps is the easiest and which is the hardest?
It depends. Some people find buttercream difficult to work with, while others struggle with fondant or whipped cream. I prefer working with fondant because it allows me to be more creative and gives a polished look to the cake. The most challenging for me are Swiss meringue buttercream and whipped cream. These frostings can be tricky to handle, especially in warm weather, as they tend to melt easily without proper chilling.
What has been your greatest entrepreneurial success?
The greatest success I’ve had as an entrepreneur was when I bought my mixer. It felt like hitting the jackpot. It meant a lot to me knowing that I earned that money through hard work and saved up for the mixer on my own. I was incredibly happy and proud. Another peak for me was when I renovated my shop space. I did it even sooner than expected.
What steps have you taken to ensure your brand grows and remains competitive?
I have taken numerous steps to improve my skills. I have been attending advanced master classes and consistently using high-quality products from a specific brand to ensure that I always deliver my best. This is part of my commitment to enhancing my skills and expanding my knowledge base.
How do you get customers?
I haven’t done any major advertising yet. Most of my clients come through referrals or when someone orders a cake and others try it and ask who made it. About 85 percent of the jobs I get are usually from referrals.
What are your goals for your business and skill development?
My business is now four years old, but in the next eight years, I want to achieve more. I aim to have additional branches in different states and establish a reputable name for my bakery so that it can run successfully even without my presence. I also plan to enhance my skills by seeking training both within and outside Nigeria, learning from experienced bakers to gain more knowledge and expertise in the craft.
Who are your mentors in the industry?
I have a few industry mentors who have had a big impact on me. Dewdropscakes in Lagos State is someone I admire a lot. Her story and her drive for the business are indeed inspiring. She has truly mastered the craft and the cakes she makes are absolutely amazing. I call her the Odogwu cake Artist.
Another mentor is Naomiscakesnmore in Benin City. She is a young and talented lady and her passion for making big cakes is something that I look up to. Her style and composure are truly admirable.
Kaweltidas Cakes in Kaduna State is another mentor who has played a significant role in my success story. I call her the queen of recipes. She has so much knowledge about the inside of a cake, which is crucial in baking. My story changed for the better after I had an upgrade class with her.
Dripples Cake of Port Harcourt is also someone I look up to. She is known for her outstanding cake designs and uniqueness and she is incredibly consistent.
Tell us one thing about you that people don’t know.
Most people don’t realize that my business never had capital at the initial stage and they also don’t know that I’m a single mom who is fully responsible for my son’s welfare. They think I have someone backing me up and doing most things for me.
What piece of business advice would you give someone starting up?
I would advise them to prioritize effectively and uniqueness, obtain sustainable capital and start up their business properly in order to avoid the mistakes I made. It’s important to carefully consider the costs of their products and equipment to prevent duplicate purchases. Before starting, they should be prepared to make sacrifices and remain consistent in their efforts. Persistence is key, as things will only improve over time if they stay committed to their course.
