“If you can do something right, people will come to you.”
We’ve always known that we’re a very niche product. Food delivery companies often have a broad range of foods that they deliver and we only do desserts. So we know that that’s what we do, that’s what we specialize in, and that’s what we believe in.”
With a background in hospitality and the food and beverage industry, Puja Singh never thought she’d end up in the tech business. But after getting married, she moved from the U.K. to the U.S., only to meet her business partner, Ed Chang, at a networking event in the Empire State Building. He had thought up the bright idea for Sweetist Co. after buying a cake for his wife and seeing how expensive and tedious it was to get the cake delivered.
In the beginning, it was only a two-person operation, and Puja and Ed had to do all of the networking and deliveries themselves. Now at three years old, Sweetist is thriving and growing at a constant rate, and businesses come to them asking to be a part of their platform.
I think, like, flexibility on both ends is really important. ‘Cause you have to really understand and empathize with the business owners. It doesn’t matter if they’re big or small or if they’re just mom and pop shops, or if they have an HQ and they have many different locations in the city, you just have to really listen to what they’re saying.”
Sweetist serves as the middleman between consumer and bakeries, making organizing and executing delivery convenient for both parties. Puja genuinely wants to help businesses grow and sees that the future of the industry is heading toward a more visual approach with the rise of social media. Her platform gives bakeries more online exposure and allows customers an easy way to order the newest viral dessert.
If you’re a mom and pop shop, and I always think about my own parents, they wouldn’t know how to create a website, they wouldn’t know who to talk to, or what’s doing. So sometimes I think that we’re there just to help some of these guys out because it’s affordable for them. It’s an extra channel of revenue. It’s not taking away from the people that are already coming to you.”
The plan for Sweetist is to slowly expand. Puja has been getting inquiries about delivering outside of New York. The idea that people can taste desserts from New York without having to visit the city sounds like a luxury, but the demand has been so high that it’s very possible that Sweetist could spread their services nationwide. Whether they do or not, it is certain that she will continue to nurture her business so it can thrive in the future.
There’s always going to be more challenges coming up, and it’s exciting. It’s kind of what makes being in business exciting.”