How Melissa Ben-Ishay Built a Cupcake Empire

The Baked by Melissa founder and CEO started with a tie-dye cupcake and a dream

Baked by Melissa’s Melissa Ben-Ishay

If you’re a New Yorker with a sweet tooth, you’re familiar with Baked by Melissa and its famous tie-dye cupcakes. The wildly successful cupcake company has more than a dozen locations throughout New York City and delivers its delicious treats nationwide.

These delightful cupcakes likely wouldn’t be enjoyed by thousands of happy people if Melissa Ben-Ishay hadn’t been fired from a marketing job at the age of 24.

The young entrepreneur decided then and there — with a little help from friends and family — to follow her passion and talents and start a cupcake company.

Ben-Ishay is hosting Dan’s Grill Hampton event on Saturday, August 3 at Clubhouse Hamptons. The event features more than 15 chefs who will offer their best grilled dishes. Guests will be able to sample all dishes and enjoy bars serving up craft cocktails, beer, and wine. ClubHouse Hamptons has curated live music and a DJ set to perform during Grill Hampton and an after party will offer late-night fun.

Leading up to the event, Ben-Ishay spoke with Broken Palate about her passions, starting a business from scratch, and what keeps her motivated.

Broken Palate: Many people are now tired of working for people and being part of the "rat race" - what advice do you have for people who want to switch careers?

Melissa Ben-Ishay: Find something you are truly passionate about. Once you know what that is, take steps towards your goal each day, whether that means applying for a new job, networking to build relationships that can help, or otherwise.  In the meantime, keep your day job! 

BP: Do you have any practical advice on how to start a business? 

MB: Starting a business is incredibly hard work, so ensure you’re making your business your number one priority and be willing to work your ass off.  There will be plenty of challenges, so surround yourself with loved ones who can pick you up on the hardest days.  Recognize your weaknesses and find people who have the skills you don’t.  Also, I think mindset is everything.  If you have an optimistic viewpoint and approach every challenge as an opportunity to learn and grow, that is how you’ll thrive. 

BP: What is the origin story of your famous tie-dye cupcakes?

MB: I’ve always loved to bake - it’s like arts and crafts except you get to eat your project.  In my early 20s, one of my work friends loved the Grateful Dead and the same kind of classic rock music that I did, so I baked him Grateful Dead cupcakes for his birthday. They were the first batch of tie-dye cupcakes I ever made - red, white, and blue tie-dye cake with the Grateful Dead 'Steal Your Face' symbol piped on top in icing. When I brought them to work the next day, the reaction was incredible. From that point onward I baked tie-dye cupcakes for all of my friends’ birthdays.

I never thought I could make a business out of it, but when I was 24 years old I got fired from my advertising job, and that day my brother encouraged me to do so. I baked 250 cupcakes that night and Baked by Melissa was born.

We launched the company with four flavors - Tie-Dye, S’mores, Cookie Dough, and Peanut Butter Cup, inspired by my love for nostalgic flavors that bring me back to my childhood in a single bite. We made the cupcakes bite-size to allow people to try multiple flavors without the post-dessert guilt trip. 16 years later, Tie-Dye is still our top-selling flavor.  Every treat is handcrafted with only the best ingredients, and we make them small so you can try them all!

BP: After nearly two decades -- how do you keep your dream job fresh? What motivates you still?

MB: I love change, I love going outside of my comfort zone.  In business, there are always changes and challenges. We’re constantly working to adapt, evolve, and grow, and when you’re approaching every step as an opportunity, with that comes excitement and the newness that keeps everything fresh. 

Another huge motivator is my family. Baked by Melissa was my first baby, but now I have two daughters and they are my whole world.  I love leading by example, showing my girls that you can be a loving, present mother and also be a badass businesswoman. My husband and I are proud to provide for my girls, and being fulfilled at work makes me a better mom.  

BP: Can you tell me about Grill Hampton?

MB: Grill Hampton will bring together over 15 top grillmasters from all over New York, competing for the Dan’s Top Grillmaster award by the end of the evening. Guests will get to taste and vote on their favorite BBQ dish, from restaurants like Smoke-Haus, Hill Country, Au Jus, and more, plus cocktails and cupcakes from Baked by Melissa, all while enjoying music by DJ Theo.  It will be a party unlike any other, so come hungry and thirsty and get ready for a great time.

For tickets to Dan’s Grill Hamptons, visit danstaste.com.