Celebrity chef Duff Goldman, who starred on Food Network’s popular show Ace of Cakes and is the owner of Charm City Cakes in Baltimore, has continued to build his empire with a new venture in the last decade. He founded the first ever do-it-yourself cake and cupcake decorating studio in Los Angeles, known as Duff’s Cakemix, which now has multiple locations in southern California.

At Duff’s Cakemix, customers pick a pre-baked cupcake or cake, icing (buttercream or fondant), and toppings. Tools such as molds and piping bags can be used to create works of cake art. When the cake is decorated, customers can take it home or eat it in the store.

Now, Goldman is looking to take the DIY concept beyond California. He has partnered with Fransmart, the leading franchise development company for emerging brands, to grow the concept with franchise locations throughout North America. Duff’s Cakemix plans to build 250 locations in the United States with the intention to continue to grow to over 1,000 units worldwide.

“We decided to franchise Duff’s Cakemix to empower creativity and foster shared, multi-generational social experiences worldwide,” says Goldman.

“We are excited to partner with Fransmart,” says Pamela Fazio, chief executive officer of Duff’s Cakemix. “Fransmart has proven leadership and success in franchise development to drive growth of Duff’s Cakemix throughout North America.”

The streamlined brand systems at Duff’s Cakemix don’t require franchisees to have a restaurant background. Franchisees are expected to have a passion for delivering a unique, creative, interactive experience to their community.

“With a globally recognized brand name, a unique niche and unbelievably great cakes, Duff’s Cakemix is an ideal Fransmart franchise brand,” says Dan Rowe, chief executive officer of Fransmart. “Duff is the most famous cakemaker in the world, making it easy for franchise locations to have instant awareness and credibility. Additionally, it’s among the easiest franchise I’ve seen to operate.”