This spring, something strange started happening at the Fillmore Bakery in San Francisco, which specializes in old-school European desserts.
Excited customers kept asking the bakery’s co-owner, Elena Basegio, “Did you see about the princess cake online?”
The dome-shaped Swedish layer cake, topped with a smooth layer of green marizipan, had suddenly gone viral, increasing sales of the bakery’s already-bestselling cake.
