A VIRAL UK bakery brand is closing another branch, as the owner admits “we got it wrong”.
The cult bakery brand boasts 317,000 followers on Instagram, but will shutter one of its branches, which it called “a commercially bad move”.
Get Baked founder, Rich Myers, issued a statement on social media this week announcing the closure of the company’s Covent Garden branch.
In a very personal, lengthy post to Instagram, Myers announced that the London hotspot “didn’t work” and that they had “got it wrong”.
No official closure date was confirmed within the post for the Tavistock Street store.
Shoppers could treat themselves to a mouth-watering selection of baked goods, including brownies and cookies at the London site.
However, the beloved bakery brand is best known for its lip-smacking Bertha cakes – becoming a viral hit across social media for the delectable layers of dark chocolate cake and ganache.
In a lengthy statement on Instagram, the post concluded with: “So Covent Garden didn’t work – we got it wrong. The location was wrong, the vision was wrong, it was commercially a bad move, and we’ve closed it.
“The old me spent what felt like every hour of every day for the last week being terrified to tell you that.
“Some of you will never understand why, or what the big fuss is all about, and this will go totally over your head.
“Some of you will totally understand, and to you, I hope this means something, and helps you navigate your own reality.
“This is the end now, and I’ve stopped beating myself up about it. I’m going to try my best to play with my kids, and stop worrying about work.
“It’s just work, it’s not who I am.”
The news follows the closure of Get Baked’s Leeds branch at the beginning of this year.
In January, the five-year-old Headingley venue ceased operations following the financial strain of business rates and the rocketing cost-of-living crisis.
The brand will now operate just its flagship in-person store in Manchester, located in Stevenson Square.