By Stephanie Bernaba
In the heart of Broad Ripple, Indiana, a humble kitchen became the birthplace of a dream that would transcend local boundaries. Gwendolyn Rogers transformed her love for home baking into one of the most beloved bakeries in the United States.
When Rogers first announced her plans to open a bakery in a dilapidated cottage around the corner from her home, the response she received was less than encouraging.
Her critics said, “‘Oh, it’ll never work.’ ‘Oh, you’ll never sell a cake for that much.’ ‘Oh, this is crazy. No one’s ever going to come.’” But Rogers knew just how special her product was — home-baked treasures made with love — and forged ahead with unwavering faith in both her work
and will.
Nearly a decade later, that same vision has led her to Disney’s BoardWalk Resort, where The Cake Bake Shop now stands as a monument to persistence, family dedication, and an unshakeable commitment to quality.
Rogers’ journey from that cramped Indiana kitchen to the shores of Disney’s prestigious beach resort wasn’t only about growing her business but also about capturing and sharing the Disney magic she experienced during her family visits.
Quality without compromise
Long before Oprah Winfrey featured her cakes not once, but twice (the Mint Chocolate Chip in 2018 and the Maple Walnut and Blueberry Crumb in 2019), on her world-renowned “Oprah’s Favorite Things” list, Rogers lived by a principle that would define all that she created.
“I swore to myself I would never, ever cut corners. I would never cheapen my product,” she explained. This wasn’t just a business philosophy; it was a personal conviction rooted in her reverence for both the craft of baking and creating delectable memories for her loved ones.
Rogers’ ingredient lists read like love letters to European excellence. She uses only Plugrá butter because of its higher butterfat content, which creates luxurious textures. Her chocolate is sourced exclusively from Callebaut, a Belgian and French producer, and is chosen specifically for its purity. Perhaps most telling is her choice of Valrhona cocoa powder, made in a small town in central France, sold in small aluminum bags that cost $55 each.
“Your product is only as good as what you put into it,” Rogers insisted. “If you use not-a-very-good butter, or you use margarine, or you choose products with more oils or chemicals in them than they do the ingredient, your product will turn out not very good.”
When well-meaning advisors warned her she could not maintain such extravagant standards and expect to turn a profit, she refused to listen. Her standards remained unchanged even as her business expanded from that single Indiana location to three restaurants employing 480 people.
Her team is not allowed to substitute ingredients, even salt, without her express permission. She insists on non-bromated flour and aluminum-free baking powders and sodas. Each detail matters because it can make or break the experience.
A Disney dream, almost a decade in the making
Rogers’ relationship with Walt Disney World began long before her brand earned national recognition. About nine years ago, shortly after opening her Broad Ripple location, she approached Disney with what most would consider an audacious pitch to offer her cakes at Walt Disney World. Although she had limited brand recognition and just one small location, she knew she provided a superior product that would bring families together.
Her strategy was simple and personal. “I was lucky enough to actually put my cakes in front of a lot of high-up Disney executives, and every time one of them would have it, they were like, ‘Oh my gosh, I need it for my birthday.’ and ‘My birthday’s coming up, will you make me a cake?’”
Even though her product spoke for itself rather loudly, Disney took several years to embrace Rogers’ big idea.
Disney’s response was cautiously encouraging: ‘Maybe you need to open another store first,’ they told her. So she did just that. Her Carmel location, at 800 South Rangeline Road, with 4,500 square feet and seating for over 150 guests, proved she could scale her vision without sacrificing quality. More importantly, it further demonstrated her value to Disney.
“I felt like we would be a great pair because what I was doing, Disney was missing,” Rogers explained.
“This is a perfect combination. If I put Cake Bake in Disney, it’s a place people come to celebrate, and Cake Bake is also where you come to celebrate.”
Rogers understood Disney in a way only a mother could. Bringing her three sons year after year taught her that the real magic happened in the spaces between the attractions, when families could escape the bustle and simply enjoy each other.
“Everybody was so happy, and there was music, and it was entertainment, and no one had to do chores or homework or laundry,” she remembered. She wanted to capture that feeling, that sense of being transported somewhere special, and bring it to her own restaurants.
Building something beautiful
When Disney finally agreed to partner with The Cake Bake Shop, Rogers did not delegate the massive project of transforming the BoardWalk’s sprawling ESPN Club. She relocated from Indiana, settled into a rental home nearby, and spent nearly two and a half years personally overseeing every aspect of the restaurant’s construction.
From the moment demolition reduced the structure to bare studs, she was there, climbing lifts to supervise, personally hanging every crystal on all 17 chandeliers, and unveiling the gold leaf marquee herself.
She commissioned custom marble inlays for the restaurant and bakery entrances from Victory Services in Carmel, and she collaborated with artisans in Australia to design and create a massive rotating carousel that serves as the restaurant’s centerpiece, a tribute to Walt Disney’s legacy.
Her dedication extended far beyond aesthetics. Rogers established a 32,000-square-foot production warehouse in Kissimmee, acquiring two prime lots and overseeing every phase of construction.
When the COVID-19 pandemic disrupted supply chains and made refrigerated trucks scarce for her daily deliveries to Disney, she refused to be defeated. She attended car and truck shows across the region and obtained three Chevrolet vans and three Ford box trucks, which she had outfitted with custom refrigeration units.
The family connection
The most remarkable aspect of Rogers’ success is that it remains fundamentally a family business. Her three sons, now in their twenties, all work in different areas of the company. One runs the warehouse and trucking operations, another manages retail, and the oldest leads the front-of-house operations. They all learned from the ground up, making shirts and hats for the retail line and learning to bake every product in the bakery.
“I feel like I’m the luckiest mom in the world,” Rogers said, though she admits to moments of self-doubt about balancing motherhood with business ownership.
“We all live in the same house. They live with me here in Florida. I know that’s not going to last forever, but for the moment, I’m loving it because they’re all under my roof and we love each other so much.”
Rogers’ husband and greatest supporter, J.B., who reluctantly served as dishwasher when the Broad Ripple location first opened, stands by her side in all pursuits. The couple recently celebrated their 30th wedding anniversary.
This emphasis on family extends to her 480 employees, many of whom she describes as her ‘own children.’ Twelve employees relocated from Indiana to help launch the Disney location, and they now form the core of her management team. She speaks of them with genuine pride, noting how they’ve bought houses in Florida and have been thriving in their positions.
Her winning mindset
What motivates Rogers isn’t profit, even though the business brings in significant revenue.
“It wasn’t about the money,” she said. “It’s never been about money. Money doesn’t make you happy. It’s the people you surround yourself with in your life, the people you work with, and your family. To me, that’s all that matters.”
This philosophy extends to how she approaches every day. “My goal is to do the right thing every day, make the right decisions, and try to be the best person, mom, and wife I can be,” she explained. “That can be really hard. You sometimes have to work really hard at being nice.”
Her advice to aspiring entrepreneurs reflects her philosophy of faith over fear. “You can’t have fear take over what you do every day because I think it slowly destroys you. And you have to stay focused on the right stuff.”
Looking forward
Nearly a year after opening the Disney location, Rogers remains hands-on but has learned to trust her management team with daily operations. She focuses on growth strategy and further developing the brand’s creative vision, which continues to evolve in unique and exciting directions. She recently secured a partnership with Disney Cruise Line to serve her signature Rosé Bubbles champagne on its ships.
Her retail line continues to expand with seasonal themes. This Christmas, she’s introducing “Bubbles the Bear,” a polar bear character that will appear on mugs, keychains, shirts, and plush toys. She finds deep fulfillment in this creative work, brainstorming with her team and watching their whimsical ideas come to life.
The Cake Bake Shop’s menu remains extensive, despite ongoing efforts to trim it down.
“It’s like picking your favorite children. I can’t do it,” she admitted about retiring menu items. Since she’s proud of every dish, she loathes the thought of removing any from the menu, so they all stay on. The restaurant, however, creates seasonal menus that rotate throughout the year.
Looking back on her journey from that Broad Ripple cottage to Disney’s BoardWalk, Rogers’ journey highlights passion and confident persistence. She didn’t chase trends or cut corners to maximize profits. She simply makes the best product she can, treats people with kindness and respect, and trusts that Cake Bake’s excellence will speak for itself.
“I don’t eat to live. I live to eat,” Rogers said, and that passion infuses every layer of every cake, every carefully selected ingredient, and every magical moment created inside her restaurants.
From Indianapolis to Disney, Rogers demonstrates that staying true to your vision, family, and values isn’t just good business — it’s the only way to build a lasting legacy.
Experience the magic
All Cake Bake Shops offer a full menu, including brunch, pastries, candy, and more. Visit thecakebakeshop.com for reservations, information about special events, Afternoon Tea, and online ordering for pickup or delivery.
The Cake Bake Shop has also partnered with Williams-Sonoma, Tiffany & Co., Pottery Barn Teen, and Costco. Please see the website for more details.
Locations
The Cake Bake Shop, Broad Ripple
6515 Carrollton Ave., Indianapolis, IN 46220
The Cake Bake Shop, Carmel
800 South Rangeline Rd., Suite 260, Carmel, IN 46032
The Cake Bake Shop Restaurant & Bakery at Disney’s BoardWalk
Walt Disney World Resort
2102 Epcot Resorts Blvd., Bay Lake, FL 32830
