Cake City Expands Retail Footprint with Strategic Launch at Nord Mall, Ruiru
Nord Mall, Ruiru cake city Ready for service. (Photo/ Courtesy)
By Mbungu Harrison
Email, thecoastnewspaper@gmail.com
Ruiru, Kenya September 17, 2025: Cake City, a leading player in Kenya’s bakery and confectionery sector, has opened its 15th outlet at the newly developed Nord Mall in Ruiru Town, signalling the company’s continued investment in regional growth and consumer proximity.
The launch aligns with Cake City’s strategic expansion into high-potential urban markets beyond Nairobi’s core, positioning the brand to tap into the growing demand for premium baked goods in satellite towns.
Ruiru, situated along the Eastern Bypass, has seen rapid population growth and increasing commercial activity, making it an attractive location for brands targeting middle-income households.
“Our entry into Ruiru is part of a long-term strategy to bring the Cake City experience closer to evolving urban centers,” said chief executive officer Mohammed Zahir during the opening ceremony.
“We’re responding to demand from a more discerning consumer base that values convenience, quality, and personalization.”
Founded in 2012, Cake City has grown into one of Kenya’s most recognized bakery brands, known for its high-end cakes, pastries, and customized desserts.
Its expansion trajectory has been supported by a combination of physical retail growth and digital innovation, including a proprietary e-commerce platform that allows for customized online cake orders with doorstep delivery.
The Nord Mall outlet will offer the brand’s full product range, including celebration cakes, cupcakes, pastries, and custom orders for weddings and corporate events. The location was selected not just for its high visibility and accessibility but also for its alignment with the brand’s target demographic.
The opening comes just weeks after Cake City was named Kenya’s Most Trusted Bakery Brand at the 2025 Top 100 Excellent Brands Awards—a milestone that Zahir says validates the company’s focus on quality, customer experience, and operational excellence.
“Recognition at the national level is both an honour and a responsibility,” Zahir said. “It confirms our customers’ trust and reinforces our commitment to delivering consistency and innovation in every product.”
Cake City’s expansion is set against a backdrop of shifting consumer trends in Kenya’s food and beverage market.
According to data from the Kenya National Bureau of Statistics (KNBS), the formal bakery sector has grown by more than 12% over the past year, spurred by urban sprawl and a rise in disposable incomes. Notably, there has been increased preference for artisanal and specialty baked products over mass-market alternatives.
Industry analysts suggest that brands like Cake City are well-positioned to benefit from this trend, particularly as consumers seek out premium experiences that blend product quality with digital convenience.
With its online ordering platform, Cake City has also managed to tap into the growing e-commerce culture in Kenya, making it easier for customers to order personalized cakes without visiting a physical outlet.
While the company has built a strong presence in Nairobi, Kiambu, and Machakos counties, the Ruiru opening reflects a broader intent to scale into emerging urban corridors—especially those characterized by youthful populations and rising consumer sophistication.
In addition to product offerings, the new outlet is expected to create job opportunities for local residents and further support Cake City’s broader vision of being a community-centered brand.
As the company looks ahead, Zahir hinted at further expansion in the coming year, with additional locations under consideration in towns such as Thika, Kitengela, and Naivasha.
“We’re focused on sustainable growth. Every new outlet is a chance to create value—for our customers, our employees, and the communities we serve,” he said.
Cake City’s growing footprint and loyal customer base underscore the success of its hybrid approach, blending traditional craftsmanship with modern retail strategies.
With Ruiru now added to its map, the brand continues to strengthen its position as a market leader in Kenya’s competitive bakery sector.
