For most people, Mardi Gras means festive parades and celebrations. For David Haydel Jr., Mardi Gras means business.
As a third-generation general manager of Haydel’s Bakery based in Jefferson, Louisiana, David has a special connection with the king cake tradition. While the bakery specializes in birthday cakes and wedding cakes throughout the year, it’s most famous for its purple, green and gold king cakes.
I had the chance to speak with David and learn about his business and the overwhelming impact of Mardi Gras. I was completely blown away when I learned that he has to triple his staff in the weeks before the holiday to keep up with the explosive demand. In the two weeks before Fat Tuesday, his team will make 2,000 king cakes each day. On Monday, February 15, Haydel’s peak day of the year, the bakery will produce approximately 5,200 king cakes in a single day – that’s 11 cakes a minute!
What is the significance of the king cake?
King cakes represent a little piece of New Orleans. They are a sign of Mardi Gras. For people sending them out to customers and clients, it’s like sending them a piece of New Orleans.
After Hurricane Katrina, we had many customers calling us up and saying, “I’m up in Idaho and they’ve never heard of king cakes here, can you send me some?” The king cakes represented home for many of the people who had to move away.
Since your grandfather started Haydel’s, he must have pulled you in when you were young. When did you start helping with the business?
At age two. I starred in Haydel’s first commercial back in the 70s. I crawled across a table and flew into a cake. I’m still trying to get them to pay me for that! But that was just my debut, I’ve been involved in the business as long as I can remember.
Over the past two weeks, your team has been making 2,000 cakes a day, and today you expect to make 5,200 cakes. How do you keep up with that kind of volume?
We don’t sleep! In the last week before Mardi Gras we work almost 24 hours a day. Throughout the whole season, from the Epiphany through Fat Tuesday, we will sell 52,000 king cakes. And they go all over the world!
All over the world? Where all do you ship to?
We pretty much go everywhere you do. From Canada to London to Singapore, we’ll send king cakes from one end of the world to the other.
How does UPS help you manage this major peak in demand?
During king cake season, UPS leaves a truck at the bakery all day long. We fill it up throughout the day, and we may even swap it out for second one if needed. Then UPS takes it and delivers all the cakes overnight so they can arrive fresh. This is where we take all our hard work and leave it in UPS’s hands. Simply put, we rely on you guys to make us look good.
UPS has also equipped you with some technology solutions. What have we done to help make shipping easier for you and your business?
As UPS has integrated technology to speed up their process, they’ve kept us up with it. This technology eliminates steps and saves space, but it also saves headaches. I remember when we used to prepare our shipments manually, and you had to worry about filling out all the right labels and stickers for each box. Now it’s more automated.
One really big thing is the way customers can track packages directly from our Web site. This is a huge help because, otherwise, we would have people calling us every five minutes.
Can you describe a few of your “special edition” king cakes from this year?
We made a black and gold king cake in honor of the New Orleans Saints for the Superbowl. That one was really popular, and we ended up selling out. We love Saints fans!
We also did a heart-shaped king cake in pink, red and white for Valentine’s Day.
What is the significance of the plastic baby inside the king cake?
There are a lot of theories behind this one, but we like to say whoever finds the baby has to buy the next king cake.
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