Alright – so today we’ve got the honor of introducing you to Samantha Regalado-cervantes. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Samantha , thanks for joining us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?
When I first opened my business, I had no idea what to name it. You can only use sweet names and baking ingredients for so long – every name I could think of was already taken. One night as I was working on the items I wanted to be known for – I knew I wanted to make cupcakes. As I was looking into how I wanted to stand out from my competition, I knew that I wanted to specialize in cupcakes with a FILLING!
To me, when you gift baked goods it’s to make the FEEL special.
FEELING loved and cared for, cupcakes with a “FEELING” (cheesy a bit, I know!) but that’s how the name “It’s in the Filling” was born in October 2012.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I opened It’s in the Filling! to get me through school while I was finishing my online degree from CSUEB.
When we initially started, we specialized completely in stuffed cupcakes and custom cakes – but in the last 12 years we have adapted the menu to something completely different.
At this time, we specialize in STUFFED cookies, STUFFED brownies, cheesecakes and tres leches!
The cookies and brownies – come with a filling to fit our name and our clients love them!
I am most proud of all the obstacles I’ve managed to overcome in the last 12 years. The highs and lows of sales, learning to adapt to what clients want and love, knowing how to adapt to life changes (such as a worldwide pandemic), the financial struggles we are all face with and learning how to adapt my menu to run a successful business while being within the budget of my clients.
Have you ever had to pivot?
COVID 2020 – that year came to shift and rock my business views and plans without a doubt.
Prior to 2020, we required minimum orders / quantities to fit our business model. Once the shutdowns begin – families didn’t need 24 cupcakes to celebrate a birthday. Even during the shutdown, celebrations at home were still happening and the county continued to allow us to work. So, work I did.
I made a business plan to make 3 cupcake flavors a week, clients could order in 2, 4, 6 and 12 count. Mix and match – no minimum. By the end of 2020, we had sold a little over 5,000 cupcakes – which allowed us to stay above water.
What’s worked well for you in terms of a source for new clients?
Markets / Events!
These allow me to move around San Diego County and meet new people on a weekly basis! While these can be tiring and mentally draining at times, I am thankful for the love and support San Diego, Riverside and Los Angeles Counties have shown us in the last couple of years that we have been doing markets full time.
Contact Info:
- Instagram: https://www.instagram.com/itsinthefilling
- Facebook: https://www.facebook.com/itsinthefilling
