Fit Cake is a Polish brand that has revolutionised the approach to confectionery. Founded by Rafał Kościuk, the chain of non-confectionery shops has won the hearts of customers in Poland within a few years and is now successfully expanding into international markets. After openings in Malta, Spain, Romania and Sweden, the time has come for Austria. We talk to Bartek Daraz, who will soon be awarded the rights to master the Fit Cake franchise in Austria, about development plans and prospects in the demanding Austrian market.
Why did you choose to work specifically with the Fit Cake brand?
I had been observing the health food market in Austria for a long time and noticed that there was a lack of a concept that combined the pleasure of eating desserts with a healthy lifestyle. When I saw how rapidly Fit Cake was developing in Poland and other European countries, I knew it was a hit. What finally convinced me were the innovative recipes and the brand owner's approach to business - with no hidden costs and full partner support.
How do you assess the potential of the Austrian market for the Fit Cake concept?
Austrians, especially Viennese, are very health-conscious. At the same time, they have a strongly ingrained café and patisserie culture. Fit Cake fits perfectly into these two trends - we offer desserts that are sugar-free, gluten-free and in vegan versions, but just as tasty as traditional sweets. Our concept gives you the opportunity to enjoy desserts without remorse.
What are your plans for network development in Austria?
The first location opened in the centre of Vienna at the end of May last year. This is our flagship location, showcasing the full Fit Cake range to Austrians. We plan to open a further three locations in Vienna over the next year, and then begin expansion in other major Austrian cities. Our aim is to build up a network of several locations over the next three years.
What sets the Fit Cake concept apart from the competition?
Above all, the quality and variety of the products. Our desserts are not only healthy, but above all tasty. We have our own recipes developed by our team of technologists, which are constantly being improved. In addition, as a master franchisee we receive full support from the head office - training, know-how, help in adapting the menu to local preferences. This gives us an advantage over local competitors.
Have you encountered difficulties related to the international nature of this cooperation?
Of course, entering the Austrian market poses a number of logistical challenges. In Poland, the Fit Cake chain has a perfectly organised delivery system - all ingredients and semi-finished products are readily available and transport is relatively simple and cheap. In the case of Austria, the situation is much more complex. First of all, we have to comply with local food import regulations, which means that not all ingredients used in Poland can be used in the Austrian market.
In addition, international transport costs represent a significant financial burden. Each delivery from Poland is a complex logistical operation that requires precise planning and generates significant costs. We are currently working on optimising the supply chain and looking for local suppliers of certain ingredients, which would allow us to reduce our dependence on transport from Poland. It is a complex process, but we are systematically developing solutions that will allow us to maintain the high quality of Fit Cake products while optimising operating costs.
What are the biggest challenges you see ahead?
The biggest challenge will be convincing Austrians that a healthy dessert can be just as tasty as a traditional one. Vienna is famous for its iconic patisseries and cafés with a long tradition. We are proposing something completely new - a revolution in the approach to sweets. It will therefore be crucial for us to build brand awareness and educate consumers. We are planning a series of promotional activities and tastings that will convince customers that Fit Cake is the future of desserts.
