Good Ol' Boys - NASCAR

Race Cakes, Inc.
The Sweet Smell of Success

By Lin Miller
September 21, 2000

 

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NASCAR fans are well known for two things. One is their intense loyalty to their favorite drivers, and two, their love of driver sponsored racecar memorabilia. 

For the last four years, Jeff Cordell and partner, Melissa Germany, have been cooking up a business that satisfies not only fan loyalty, but their sweet tooth as well!  Located in the heart of what is called Race City USA, Mooresville, North Carolina, Race Cakes, Inc., is as unique as its conception. According to Jeff, it was a typical Sunday afternoon of watching a NASCAR race. The particular race was at the Talladega Super speedway when, during a pause in the action, an incredible idea was born. Jeff is fond of saying, "I looked at all those devoted race fans and thought, 'they all have birthdays' and I just know they would love to celebrate with a cake shaped like their favorite driver's car!" 

Jeff believed so strongly in his idea that, the next day, he sold his construction business located then in Austin, Texas, and headed to his garage with a ball peen hammer and some sheet metal to hammer out a racecar shaped cake pan. Like many good recipes, it took a lot of trial and error before he obtained a patent. Using private funds, Race Cakes, Inc. was born and has quickly risen to the top of the race memorabilia market. 

Once top racer Mark Martin signed a contract for a cake that looked like his race car (and we're talking down to the decals), Race Cakes, Inc. really started cooking! Fans can get the $29.95 do-it-yourself kits that include a car- shaped cake pan and all the ingredients such as cake mix, butter- cream icing, a plastic spoiler, cake board and authentic looking decals (edible, of course). Refills can be obtained for $15.95 so that fans can continue making cakes of their favorite drivers' cars, which include Dale Earnhardt, Jeff Gordon, Rusty Wallace, and Tony Stewart, to name a few. 

All cake kits come with simple do-it-yourself instructions. NASCAR marketing executive, George Pyne, agrees that racecar- shaped cakes are a good way to reach NASCAR fan families. Even grocery store chains like Winn Dixie and Harris Teeter are happy to stock these cakes and will gladly covert them to the desired driver's colors. 

Being the creative artist he is, Jeff Cordell has barely let the flour settle before he is creating more innovative desserts. A new addition in stores is "Race Pops", lollipops with a removable sticker of, naturally, your favorite driver's car. 

As Jeff Cordell says, "Race Fans, start your ovens!" 

Race cake products can be obtained online @ www.racecakes.com or by calling 800-933-7493. .

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