If you’ve ever driven down South Florissant Road, you know the smell. It’s that heavy, sugary scent of bubbling sugar and butter that hits you before you even see the sign. We’re talking about Natalie's Cakes and More Ferguson MO, a place that’s basically become a local legend not just for the sugar rush, but for surviving things that would have leveled most small businesses.
Most people know the story by now. Or they think they do. They remember the viral video from 2014 of a woman crying in front of a smashed window. That was Natalie DuBose. She had opened her shop just months before the unrest in Ferguson turned her neighborhood into an international news cycle. Honestly, it was a mess.
But here’s the thing: Natalie's Cakes and More isn't a "tragedy" story. It’s a "butter and grit" story. While the world was looking at the broken glass, Natalie was looking at her oven. She didn't quit. She stayed up all night—literally—to finish Thanksgiving orders while the city was still under a curfew.
Why Everyone Obsesses Over the Caramel Cake
Let’s get real. You don't survive a decade in the bakery business on a "good story" alone. You survive because the food is incredible. The Signature Caramel Cake is the undisputed heavyweight champion of the menu.
This isn't that fake, salted-caramel-flavoring stuff you get at a chain. It’s old-school. Natalie learned the ropes from watching her father, a man she describes as a "dumper"—meaning he never used a measuring cup in his life. He just dumped ingredients into a bowl until it looked right. That’s where the soul of this recipe comes from.
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The frosting is the tricky part. If you’ve ever tried to make real southern caramel icing, you know it's a nightmare. It has to be cooked to the exact right stage so it stays creamy but sets firm enough to hold its shape. Too short and it's a puddle; too long and you're eating a brick. At Natalie's, it’s always that perfect, velvety consistency that melts the second it hits your tongue.
Beyond the Signature Slice
While the caramel cake gets the most press, the rest of the menu is sort of a sleeper hit.
- The Cinnamon Raisin Pound Cake: Dense, buttery, and exactly what you want with a cup of black coffee.
- The "Natalie’s Sweet Success" Cookies: These aren't just snacks. They were developed as a partnership to help kids with incarcerated parents. Half the profits go to the Ava’s Grace Foundation.
- Custom Sculpted Cakes: If you check out their Instagram or walk into the shop, you’ll see buttercream work that looks more like architecture than dessert.
The Starbucks and Schnucks Connection
It’s kinda wild how far those cakes have traveled. After the 2014 riots, the community didn't just give Natalie money through GoFundMe; they gave her opportunity. A regular customer happened to be an "angel" (as Natalie calls her) who helped bridge the gap between a small Ferguson storefront and corporate giants.
Soon, those caramel cake slices weren't just in Ferguson. They were in 30 Starbucks locations across the St. Louis area. Then came Schnucks. It changed the business model from a local "mom and pop" to a legitimate regional powerhouse. At one point, she went from two employees to over 22. That’s massive for a bakery that started with a single "green little oven" in an apartment.
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What Most People Get Wrong About the Ferguson Location
There is a common misconception that Natalie's Cakes and More Ferguson MO is just a memorial to a tough time. It’s not. It’s a thriving, loud, busy business.
When Natalie received over $250,000 in donations from around the world, she didn't just fix her windows and pocket the rest. She actually shared the surplus with about 60 other local business owners who didn't have the same media spotlight. She’s become a motivational speaker and a mentor, participating in programs like the Goldman Sachs 10,000 Small Businesses.
She’s very vocal about the fact that "Ferguson is still standing." The media likes the drama of the "war zone" imagery, but if you actually spend time in the shop, the vibe is just... happy. It’s a neighborhood hub.
The Evolution: From Ferguson to Florissant
Things change. If you're looking for the shop today, you might find it listed in Florissant, MO, or mentioned in relation to its roots on South Florissant Road in Ferguson. The business has expanded its reach, focusing heavily on deliveries and corporate partnerships while maintaining that home-cooked quality.
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Actionable Tips for Your First Visit
If you're planning a trip to get your sugar fix, here is the insider track on how to do it right:
- Call Ahead for Whole Cakes: Don't just walk in expecting a 3-tier caramel cake to be sitting there. They sell out fast. If you want a whole one, order it at least 48 hours in advance.
- Try the Slices First: If you’re a first-timer, get a variety of slices. The caramel is a must, but the orange dream and red velvet are legit contenders for the top spot.
- Check the Hours: Small bakeries have "bakery hours." They often close early once they've sold out of the day's fresh bakes. Typically, they open around 10:30 AM.
- Look for the Cookies: If you want to support a good cause while you snack, grab a bag of the "Sweet Success" cookies.
Natalie DuBose proves that you can build something beautiful out of literal shards of glass. It’s not just about the sugar. It’s about the fact that she stayed when she could have left.
To get your hands on a slice, you can visit their official website at nataliescakesandmore.com to check their current daily menu or place a delivery order. If you're in the St. Louis area, check the bakery section of your local Schnucks—you might just find a piece of Ferguson history sitting right there on the shelf.