LAYERS BAKESHOP – Pakistan’s Dessert Disruptor

From a homegrown bakery to a nationwide sensation redefining affordability and indulgence

FOUNDING & EARLY DAYS (2020)

• Layers Bakeshop was founded in 2020 in Johar Town, Lahore, by a team of entrepreneurs who spotted a clear market gap: High-quality cakes and desserts were either too expensive or lacked consistency.
• Launched with a focus on:
  • Rich, layered cakes
  • Affordable pricing
  • Takeaway and delivery-first model
• Unlike traditional bakeries, Layers came in with a modern, minimalist brand design and a limited but focused product lineup.

WHY IT WORKED: SIMPLE MENU, STRONG FLAVORS

• Layers chose product discipline: start with only a few best-sellers, and perfect them. Initial menu included:
  • Chocolate Fudge Cake
  • Lotus Cheesecake
  • Red Velvet
  • Salted Caramel
• Every product was made for maximum visual appeal (strong color contrasts, thick frosting, clean edges) and flavor intensity.
• Pricing was kept shockingly low, with full cakes starting around PKR 1000–1300 at launch, which was far cheaper than gourmet competitors.

MARKETING MASTERCLASS: VIRAL, VISUAL, VELVETY

• Layers built its brand almost entirely through social media virality.
• Product photography focused on clean backgrounds and intense close-ups — making cakes look indulgent and premium.
• Instagram, TikTok, and Facebook ads used:
  • Slow-mo cake slicing
  • Cheese and fudge drips
  • Behind-the-scenes baking reels
• Used a meme-friendly, Gen Z tone in captions and ads to create buzz.

EXPLOSIVE GROWTH (2021–2023)

• What started as a single outlet became a national brand in under 3 years.
• Expanded to:
  • Lahore (multiple locations)
  • Islamabad
  • Rawalpindi
  • Sialkot
  • Gujranwala
  • Multan
  • Faisalabad
• Most locations were takeaway-only or small counters — keeping overhead low and maintaining product control.
• Built a centralized baking system: cakes were prepared in industrial-scale kitchens and distributed to outlets daily, ensuring freshness and consistency.

PRODUCT LINE EVOLUTION

• Introduced:
  • Brownie boxes (especially the Nutella and Fudge Brownies)
  • Dessert jars
  • Ice cream cakes
  • Single-slice offerings for walk-in customers
  • Seasonal items like Mango Cake and Winter Walnut Fudge
• Despite adding variety, Layers stuck to its founding principle: keep it rich, photogenic, and affordable.

BRAND IDENTITY AND STRATEGY

• Visual branding based on black, white, and deep browns — giving it a premium feel
• Short name, clear packaging, and identical outlet design across all cities
• No dine-in — pure focus on takeaway, delivery, and impulse buys
• Location strategy: dense urban areas near schools, universities, and food streets

TECH AND DELIVERY

• Launched its own mobile app and website for direct delivery
• Integrated with Foodpanda, Cheetay, and other platforms
• Offered flash discounts and limited-time offers to drive repeat sales
• Ran aggressive campaigns during Eid, Valentine’s Day, and PSL seasons

CHALLENGES AND RESPONSES

• Rapid expansion led to some quality concerns in mid-2022, which the brand addressed by investing in better supply chain controls
• Rising ingredient costs pushed them to gradually raise prices — but they avoided backlash by improving portion sizes and packaging
• Faced competition from local copycat brands, but none matched the combination of pricing, taste, and brand power

CURRENT STATUS (2024)

• Over 50+ locations nationwide and expanding
• One of the most-followed dessert brands in Pakistan
• Highly popular for birthday cakes, celebration treats, and last-minute sweet cravings
• Still keeps its operations lean: no full-scale cafes, only focused retail units

IMPACT AND CULTURAL FOOTPRINT

• Layers has made premium-quality cakes accessible to the masses
• Shifted the market from traditional bakery-style pastries to modern, indulgent desserts
• Frequently tops food vlogs and review lists as a “must-try” for cake lovers
• Inspired a wave of bakery startups, but still leads in price-to-quality ratio