Hi! I'm Pete Tidwell!
BAKER, CAKE ARTIST & DOUGH'n'FLOW COACH
Pete Tidwell
BAKER, CAKE ARTIST & DOUGH'n'FLOW COACH
Pete Tidwell is a Baker, Cake Artist, and Dough’n’Flow Coach. With over a two decades of experience, he helps bakery owners Streamline their Business and Life, turning Passion into Profit while Finding Balance and Joy.
RELATED EXPERIENCE
-
7+ Years of Corporate Product Marketing Experience
-
11+ Years of Bakery Business Owner Experience
-
20+ Years of Combined Restaurant Management Experience
-
Professional Certified Life Coach at The Life Coach School
AS SEEN ON
FORTUNATE EXPOSURE TO DELECTABLE HOME BAKED GOODS 1982-1998
Grateful for my Mother & Grandmother and for the Existence of Baked Goods!
I’m truly grateful for the opportunity to bake and savor delicious treats on this spinning rock we call home. My heartfelt thanks go to my mother and grandmother, who not only created mouthwatering goodies but also shared their cherished recipes with me. These recipes are more than mere instructions—they carry the essence of our shared memories and infuse our unique energy into every creation.
There’s nothing quite like the aroma of freshly baked cookies or your favorite dessert. I feel fortunate to have had the privilege of growing up with such rich traditions. For those who may not have had that experience, I invite you to explore the Cake and Bake Academy, where you can learn to bake and create your own delicious memories.
And remember, always add a pinch of salt to your recipes—it’s the secret ingredient that elevates everything!
WORKED FOR MY BROTHER AT HIS GANDOLFO'S DELI LOCATIONS 1998 to 2011
DELIBOY LEGEND: SPEEDY GANDOLFO
At 10 years old, I would eagerly ask my brother Tad if I could vacuum the stairs in exchange for my favorite turkey and Swiss sandwich. By 14, I watched Tad open his own store, inspiring me to join him at 15—a job that carried me through high school and college for about 14 years. During that time, I learned how to hire and lead a team, maintain effective systems and processes, and deliver exceptional customer service. One day, after making a sandwich in under a minute, a customer yelled “Speedy Gandolfo!”—teaching me that efficiency and enthusiasm can leave a lasting impression.
After graduating from BYU with a degree in Communications and an emphasis in Advertising, I left Gandolfo's and started a new chapter. I landed a job at L'Oréal and moved to New York City with my family, embracing the adventure of living in the Big Apple.
These experiences shaped my work ethic and guided my journey to becoming an entrepreneur.
MOVED TO NEW YORK CITY! LIVING, WORKING & BAKING IN THE BIG APPLE! 2011-2013
CORPORATE JOB & HONING MY BAKING SKILLS
Life came at me quick when I was 23 years old. I got married in 2006, graduated college, wife and I had a couple kids and landed a corporate job in Product Marketing at L'Oréal USA in New York City right after graduation in 2011. Though I learned a lot, I quickly realized it wasn’t the right fit and left after eight months. I took a contract role at Microsoft, managing online ads while I figured out my next move.
During college (2006-2011), I found inspiration in shows like Ace of Cakes and Cake Boss. Having worked in my brother’s deli for 14 years, I drew from that experience, along with my entrepreneurial family background—my grandfather owned a typewriter business, and my aunt ran a wedding cake and catering business. All of this fueled my desire to start my own venture. Cake and pastry art spoke to me.
Unable to afford pastry school in NYC, I ordered a textbook and taught myself everything a pastry chef needs to know. I began selling cakes in NYC, where my neighbors loved the constant flow of baked goods. As my Microsoft contract ended, we moved back to Utah, ready for a new product marketing job and the adventure of starting my bakery business in Provo.
Photo credit: Leslie Covin. Cake made for an Easter Party in Central Park, NYC.
LICENSED COTTAGE FOOD HOME BAKERY 2013
REVENUE: $2,300
I returned to Utah in 2013 after working in Product Marketing at L'Oreal and Microsoft in New York City. Before coming back, I had decided to pursue my dream of opening a bakery business, so I set out to make it a reality. I navigated the lengthy and challenging process of obtaining the necessary licenses to legally operate in my city. With everything in place, I began spreading the word, testing the market, and exploring what I could create while working a full time job in Marketing and supporting a wife & three children.
PROVO FARMERS MARKET 2014
REVENUE: $18,000
This is where it all started. For 20 consecutive Saturdays, we set up a delightful spread of Stroopwafels, cookies, tarts, fresh fruit preserves, and spiced cookie butter. During this year I kept my 9-5 Marketing job. The Farmers Market became our platform to introduce our custom cake offerings to the community. That summer gave us some of our most treasured memories, and we had no idea then what the journey of The Mighty Baker would become.
THE MIGHTY BAKER BAKESHOP 2015-2018
REVENUE: $814,600
These were the glory days—full of challenges, hard work, and a touch of magic. It was the beginning of everything. I ceremoniously quit my 9-5 job and jumped right on in! My incredible team of 10 and I created wonders in this location. During my first two years in business, my assistant Catrina Jones and I competed on Food Network's Cake Wars and brought home a victory. We proudly displayed our achievement on the storefront when we returned to Provo. However, due to life circumstances and some hard lessons learned, I made the difficult decision to close the shop in 2018. I spent the following year operating from a private commercial kitchen before envisioning my next storefront concept.
PRIVATE COMMERCIAL KITCHEN 2019
REVENUE: $29,000
After closing my first bakeshop and returning back to a 9-5 Marketing job, my friend Jon generously offered his private commercial kitchen, allowing me to continue fulfilling custom cake and dessert catering orders so I could still sustain what business I had coming in at the time. Some of my favorite cakes were created in that kitchen. During that year, I also worked on the business plan for my next venture: the Cake Creation Studio, a DIY cake decorating space.
CAKE CREATION STUDIO 2020-2022
REVENUE: $296,000
This DIY Cake Studio was a dream come true! From concept and design to systems and processes, we crafted an immersive experience where our customers became the cake artists. They started with a blank canvas—a cake—and had all the supplies and tools to bring their creative visions to life. Despite the unforeseen impact of COVID, which hit just three months after our opening, we operated for 2.5 years before ultimately deciding to close. We ran out of operating funds, and with the challenges of supply chain disruptions and economic shifts, we had to make the tough decision to pull the plug. It was the saddest day of my life. The store was run by a dedicated amazing team of about eight employees while I was still back working a 9-5 job, and we also fulfilled dessert and cake orders from the bakery kitchen there. I will never forget the magic we had there at that studio.
PODCAST, COACHING & MORE CAKES 2023
REVENUE: $21,000
In 2021, while working my 9-to-5 marketing job and anticipating the likely closure of my studio the following year, I decided to pursue a Life Coaching Certification at The Life Coach School. My goal was to master thought work and become a successful coach. Determined to avoid returning to another full-time job, I started a podcast behind the scenes and began offering life and business coaching. Over time, I recorded, edited, and published 65 podcast episodes, took on a few clients, and sold some custom cakes. Meanwhile, I also started addressing health issues that had developed from years of overworking, neglecting self-care, and missing sleep. As 2024 approached, I found myself uncertain about my next steps in life and business.
During this time, I also faced bouts of anxiety, depression, and received an ADHD diagnosis, prompting me to revisit and compile all the lessons I’ve learned from my 10 years in business. Despite the challenges, we reached a significant milestone—hitting $1 million in sales just around our 10-year anniversary.
A FEW CAKES, SELF CARE & STRATEGIZING COURSES 2024-Present
REVENUE: $5,765 so far
At the beginning of this year, I made the bold decision to take down my website, podcast, and past social media content to reassess my business journey. This gave me the space to reflect and plan for what’s next. During this time, I applied various tools to manage my mental and physical health challenges and became certified as a Body Connected Breathwork Facilitator. I’m launching a separate venture called Rise Up Mighty focused on this passion.
I’m also excited to announce that I’m offering business coaching to help bakery owners overcome challenges and grow with confidence. After years of navigating my own ups and downs, I’m ready to share my insights. Whether you're dealing with overwhelm, self-doubt, or operational hurdles, I’m here to support you. I’m developing new courses and resources for my updated website, preparing for the next podcast season, and creating YouTube content.
You can find all previous episodes of my podcast on most platforms and my YouTube channel. The new website will also feature a dedicated section on self-care and mental health, highlighting tools that have helped me through stress and pain. With my business coaching, I’m eager to help bakery owners build the businesses of their dreams while prioritizing their well-being.
WHAT IS NEXT FOR THE MIGHTY BAKER?
Learn To Bake | Make More Dough | Take a Bake Break
A Work in Progress
This website is a work in progress and will evolve as my business needs and my own thoughts shift. The Mighty Baker is just a small part of who I am. Meanwhile, I’m focusing on being true to myself and exploring how I want to make the most of my time here on this floating rock. What are we really doing anyway? I suppose I'll just bake a cake!
Cake is Life is the new brand mantra, where "CAKE" stands for Courage, Action, Kindness, and Energy. Inside the mental health area, I’ll share more about why I chose these specific words and their significance to me.
REMEMBER TO REFLECT ON YOUR JOURNEY
Kneading Through Life: The Sweet Takeaways from My Journey
-
THE LESSONS I LEARNED: Over the past decade, I've gained invaluable insights that have shaped who I am today. Through a wide range of successes, challenges, and unexpected twists, I've learned lessons that continue to guide me both personally and professionally. These experiences have taught me the importance of resilience, self-awareness, and the power of pursuing my passions.
-
THE EMOTIONS I FELT: The emotions I've experienced throughout these ten years have been intense and varied—ranging from the exhilaration of building my dreams to the weight of uncertainty and the challenges of managing my mental health. These feelings have deepened my connection to the journey and highlighted how profoundly these years have impacted my life.
-
THE IMPACT ON MY PATH: This decade has significantly influenced the direction I've taken since. It has reinforced my commitment to creativity, self-care, and mental health, while also inspiring me to explore new passions, such as breathwork and coaching. These years have left a lasting imprint on my path, shaping the person I've become and the goals I continue to pursue.