The Cakes Bakery case examines how legacy restaurant businesses can be turned around in the face of declining sales and stagnant innovation. The Cakes Bakery is a thirty-plus year-old multi-outlet bakery in Surat. Its sales have been declining due to increasing competition, high costs, shifting tastes, improper outlet design, food safety issues and an ageing target segment. Sarvesh Moudgill, a restaurant business consultant, aims to turn around the business to improve volumes and margins and set the stage for expansion. His plan revolves around rebranding to target a younger population, creating new menu items, improving food safety standards, increasing the utilisation of the central bakery, and investing in digital, occasion-based, and pop-up-based marketing. Are the bakery's key problems operational or targeting, or does it lack a product-market fit? Is Sarvesh's turnaround strategy sound? Is it correct to shift the target group to a legacy bakery? What main levers can be pulled when working with such a business?