Cake It Launches Its New Egg-Free Cake Ordering Experience, Powered by food2go

Cake It’s new online ordering experience is now live, powered by food2go. Customers order directly from Cake It through a branded website that carries the journey from discovery and product selection through to basket and checkout.

A direct storefront built around the brand

The experience keeps Cake It’s soft lavender identity, product photography and celebration-led presentation visible throughout the journey. Rather than sending customers to a generic marketplace listing, it gives the business a branded destination of its own.

Browse, configure and order in one journey

Customers can explore categories including round, square, tall, vintage, number, photo and kids’ cakes, alongside cupcakes and red velvet options. Product pages support configurable choices where available, with customer accounts, basket management and checkout connected into the same journey.

• Branded direct ordering website
• Egg-free product catalogue with clear categories
• Configurable product choices where available
• Customer account, basket and checkout journey
• Dedicated one-hour collection range

A faster route for last-minute celebrations

The website’s dedicated 1 Hour Collection section presents cakes advertised for collection within an hour. It gives customers with a time-sensitive celebration a clear route to the products designed for that service.

Why this matters for hospitality operators

Direct ordering is strongest when it feels like a natural extension of the business rather than a separate technology layer. Cake It’s launch shows how a specialist product range, brand identity and operational promise can sit within one customer journey.

Your ordering journey should feel like your brand—from the first product view to the final checkout.

See the launch

Explore Cake It’s live ordering experience, then see how food2go can shape a direct ordering journey around your own products, customers and operation.