Susan Sarich’s Sweet Inspiration

One should never underestimate the charms of a loving grandma—especially one whose homemade goodies inspire you to start your own business. For Susan Sarich, owner of the fast-growing SusieCakes chain, the charms of not only one, but two grandmothers were her delicious motivation.

Growing up in Chicago, Susie (as she was then called) would come home from school to enjoy the company—and the freshly baked treats—of grandmas Mildred and Madeline. When Susan grew up and moved to the West Coast, she brought along their precious recipes on handwritten 4-by-6 cards. Today, in her eight SusieCakes stores throughout California (and in three additional locations opening soon), Susan honors her family history, not only in her dedication to baked goods, but in her commitment to providing women with progressive careers in the food and hospitality industry.

Each bright, cozy SusieCakes shop is a throwback to an era when homemade desserts were de rigueur. The scrumptious classic-style offerings—from whoopie pies, brownies, snickerdoodles and lemon squares, to the company’s signature layer cakes and frosting-filled cupcakes—are baked entirely from scratch using the freshest ingredients, including Scharffen Berger cocoa, Guittard chocolate, Tahitian vanilla bean and slow-churned European-style butter. On any given day, there’s a line of eager customers waiting to place an order, try some yummy samples, or even indulge their pet with an all-natural SusieCakes dog biscuit.

Here, Susan engages in sweet talk about the legacy of her grandmas, women’s work-life balance, the significance of blue frosting and the importance of a good cake stand.

RT: When did you realize you wanted to be up to your elbows in cake flour for a living?

SS: I had worked in the hospitality and food service industry for 15 years when I started to form the business plan for SusieCakes. The reasons were two-fold: The first was that I saw many women leaving the food service industry given the hours that were required and it was difficult for them to have a work-life balance. I also saw many pastry chefs (predominately female) take a lesser role in the kitchen than they were capable of. It was my intention to create a business model that allowed women to have progressive careers in food service by providing operational days and hours different from those offered in most restaurants, clubs and hotels. SusieCakes is closed late evenings and holidays, as well as Sundays at most locations. Additionally, I grew up in the Midwest and was fortunate to have spent a great amount of time with both of my grandmothers, who lived across the alley from each other. After school, I sat and talked about my day with them over freshly baked treats—be it a double-crust apple pie or a pound cake. It was a very special time in my life that formed the person I am today. Later in life I inherited their 3-by-5 handwritten recipe cards, which I knew had to be shared.

RT: Your celebration cake is what reels many of us in. What is it about that cake that transports us back to our favorite childhood birthday parties?

SS: The celebration cake is a vanilla cake with confetti sprinkles baked in and frosted with “SusieBlue” vanilla buttercream—our signature color and the color of my grandmother Mildred’s Pyrex mixing bowl. Not only do I feel a bakery should be judged on their vanilla/vanilla (because it can’t be masked with ingredients), but I also feel this cake perfectly exemplifies our brand because it’s straightforward, classic and fun! This cake brings back childhood memories for many and transports them to a simpler time due to its retro color and of course, its delicious vanilla layer cake that everyone universally enjoys.

RT: For the past couple of years the media has declared an end to the cupcake craze. Do you think cupcakes will ever go out of fashion? And if so, what’s next in line to replace them? So far we’ve had cake pops, donuts, marshmallows…

SS: I don’t believe cupcakes will ever go out of fashion. They have moved from a fad to a trend. A fad being defined as “fleeting” and a trend being something that eventually evolves into a permanent cultural change.

RT: Many women seem to have a love/hate relationship with dessert. What would you say to someone who’s on the fence about indulging?

SS: I eat dessert every day…Personally, I don’t consider it an indulgence. It is a staple and I incorporate it into my life in a healthy and positive way.

RT: How do you serve cake for your own celebrations at home?

SS: I always serve our celebration cake on an antique cake stand (I collect them) with a family heirloom engraved silver cake server. The cake is best enjoyed by itself, in its simplicity—no accompaniments necessary!