How Evermile Helped Crumbs & Doilies Expand Across the M25

Every Cake tells a story, make sure it arrives to tell it

Founded in 2006 by Sam Bishop and Jemma Wilson, Crumbs & Doilies started as a single market stall in Brick Lane and grew into one of London’s most iconic independent bakeries entirely without outside investment. Operating from their Soho store in Kingly Court and their Wandsworth bakery, everything is made fresh daily, from signature cupcakes and celebration cakes to brownies and New York-style cookies: no frozen sponge, no shortcuts. Beyond the bakery, Jemma’s Cupcake Jemma YouTube channel has grown to over 2.58 million subscribers, turning a beloved local business into a globally recognised brand built purely on quality, creativity, and community.

When Delivery Became the Bottleneck

For dual-location Crumbs and Doilies based in Wandsworth and around the famous Carnaby Street, their previous setup was a continual operational challenge. Every new product had to be onboarded with the exact weights, and same-day delivery, including their famous cakes, was restricted to a small radius around South West London. Frustratingly, they had a high level of abandoned checkouts due to technical difficulties experienced by their previous provider.

A Smoother Way to Deliver

After switching to Evermile, everything changed. Shopify integration made the checkout smooth and simple. Product onboarding went from a chore to a few clicks. As the delivery radius expanded to encompass the entire M25, their famous cakes and cupcakes became accessible to thousands of potential new customers.

What Crumbs & Doilies Had to Say

Wider Reach, Less Work

• Expanded delivery to full M25 representing a x3 increased in coverage
• Reduced admin time
• Fewer support queries
• Improved checkout experience

Customers could now access real-time tracking links powered by Evermile, resulting in fewer ‘where’s my cake’ calls and greater brand trust. Customisations including product specific blackout dates gave greater control, especially in seasonal periods.

The Bottom Line

Scaled delivery operations without increasing workload.