Meijer rolls out custom cake ordering platform

Meijer is looking to make birthdays a little more special.

The Grand Rapids, Mich.-based retailer announced the launch of a digital custom cake ordering system.

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“With school just getting started and so many birthdays taking place in September, parents need all the help they can get, which is why we're pleased to offer this online solution,” Meijer cakes buyer, Rochelle Bird said. “The new online ordering system allows busy parents to order a cake from the comfort of their homes with just a few days' notice and then pick it up during their pre-party shopping trip.”

Consumers who visit the platform will be able to browse cake designs, and place their specific order online, therefore eliminating an extra trip to the store, the company said.

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The overall process of ordering a cake online consists of consumers first choosing the Meijer store where they would like their cake to be made.

Next, consumers can choose their cake style, design their cake by choosing its size, flavors, colors and message.

Lastly, all orders are to be ready in 2 to 4 days and can be picked up and paid for at the Meijer bakery of choice, the company said.