Two bakers turned business owners dish the rise of Mor Bakery

Pictured above: Kelsie Culpan and Laura Metcalf.

In a time when many businesses treaded carefully, Kelsie Culpan and Laura Metcalf, co-owners of Auckland’s Mor Bakery, took a leap of faith. Opening their bakery in 2022 was no small feat – but with a clear vision, a flexible approach, and commitment to quality, they’ve carved out a thriving space in Auckland’s food scene.

Anyone who has recently visited Mor can attest to how the bakery has raised the bar for pastry in the city.

Kelsie and Laura’s story began over a decade ago, when they first met while studying patisserie at Auckland University of Technology. Their combined experience working in high-end bakeries laid the groundwork for what would become Mor Bakery.

“We just got sick of working for other people and felt like we could do it better,” Kelsie says.

“And, there wasn’t really anywhere in Auckland that was filling the niche of elevated baking.”

Recognising a gap in the market for high-quality artisanal baked goods, they seized the opportunity.

Mor Bakery started small, operating out of a shared commercial kitchen. “We rented a kitchen space – it was a big warehouse split into individual kitchens. It was a foot in the door,” Laura says.

Unable to open a brick-and-mortar shop immediately, they focused on pop-ups and collaborations with other food businesses to build momentum.

This gradual approach not only reduced financial risk but also helped them refine their offerings and cultivate a loyal customer base before launching their own retail space.

Opening a bakery in 2022, while many hospitality businesses struggled to stay afloat, might have seemed risky. But for Kelsie and Laura, the timing felt strategic.

“We just kind of went for it,” says Laura.

“While we were seeing a lot of businesses shut down, we thought, ‘We’re not going to know unless we try.’”

Interestingly, the pandemic worked in their favour early on. The duo leaned into home deliveries – a service that resonated with customers accustomed to COVID-era online convenience.

“People were already looking for ways to support local businesses. Deliveries helped us gain traction early on.”

Once their physical store opened, Mor Bakery pivoted away from deliveries to focus on an in-person experience. “We wanted to create a place where people could slow down and enjoy the bakery experience,” Laura says.

Navigating rising costs while maintaining quality

One of the toughest challenges for any bakery is balancing rising costs with product quality – particularly in today’s economic climate.

Despite this, Kelsie and Laura remain committed to quality. “We’ve thought about switching to cheaper options, but we’ve never wanted to sacrifice the quality of our product,” says Kelsie.

This focus has paid off. Mor Bakery attracts customers who appreciate the bakery’s attention to detail and willingness to innovate. Laura adds, “We’re not reinventing baking, but we love experimenting with interesting ingredients and flavours. Our rotating menu keeps things fresh for our customers, which is our point of difference.”

Mor Bakery’s pricing reflects this balance: While premium, their offerings are priced to ensure accessibility without compromising margins.

Many bakeries scale quickly, often at the expense of quality and customer experience. Mor Bakery, however, has chosen a different path.

“We’re very conscious of not growing too big, too fast,” says Kelsie.

“We want to ensure our product remains consistent and true to what we set out to create.”

Their strategy prioritises craftsmanship, customer connection, and sustainable growth. This philosophy shapes decisions around collaborations, staffing, and long-term business planning.

The power of partnership

Running a small business has its challenges, but for Kelsie and Laura, their partnership has been a key driver of success.

“We’re in it together,” Laura says.

“When one of us feels overwhelmed, the other steps in. It’s a balance that makes even the small, day-to-day challenges easier to handle.”

Their focus on teamwork extends to their staff as well. By fostering a positive kitchen culture, they ensure that Mor Bakery remains a welcoming place for employees and customers alike.

“Some of our favourite moments are just being in the kitchen with the team, music playing, everyone singing along. Those are the times we stop and think, ‘This is ours. We built this,’” Laura says.

Carving out a niche

Mor Bakery’s success reflects broader trends in New Zealand’s hospitality industry. With consumer demand shifting toward artisanal, locally produced food, bakeries like Mor have found their niche.

According to Hospitality New Zealand, the sector has rebounded post-pandemic, but rising operational costs mean businesses must innovate to survive. For Kelsie and Laura, adapting their model and staying close to their values has been essential.

Mor Bakery also benefits from Auckland’s growing foodie culture, which thrives on fresh, high-quality products and word-of-mouth recommendations – key drivers of success for boutique food businesses.

As for the future, Kelsie and Laura remain focused on sustainable growth.

“We’ve talked about maybe opening a little hole-in-the-wall coffee shop somewhere,” Kelsie says.

“But honestly, we’re proud of what we’ve achieved already. We’re in no rush to change that.”

Their success offers a valuable lesson for other small business owners: growth doesn’t have to come at the cost of values or quality.

“We’ve learned to be flexible, listen to our customers, and stay true to our vision,” Kelsie says.

“That’s what got us here, and that’s what will take us forward.”

Lessons for small business owners

Mor Bakery’s journey is a masterclass in smart decision-making. He’s Kelsie and Laura’s advice to cup and coming business owners:

Start small, scale thoughtfully: Test the market with pop-ups or collaborations before committing to large investments.

Prioritise quality over short-term savings: Customers value consistency and craftsmanship – corner-cutting can hurt long-term loyalty.

Adapt to market conditions: Flexible models, like deliveries during COVID, can create momentum.

Lean into partnerships: Build strong business relationships – whether with partners, staff, or customers – they’re invaluable.

“We’re not trying to be the biggest. We just want to be the best at what we do,” says Laura.