“Lithuanians have always had a sweet tooth”: CRUSTUM, Vilnius

A growing bakery chain in the Lithuanian capital is proving that quality and affordability can rise together. CRUSTUM, celebrating its 15th anniversary, has become a beloved fixture in Vilnius, serving up pan-European pastries and top-notch coffee to a fiercely loyal customer base.

A recipe for success in a changing market

Laura Butkutė-Olšauskė's journey into the world of baking was decidedly not a part of her career plan. After years in the corporate world, including stints in sales and the medical device industry, Laura found herself burning out. "The stress of the corporate world took a huge toll on me," she recalls.

A chance offer from a friend led her to CRUSTUM, where she's now been managing operations for nine years. "It feels like I'm doing something real now, and making something that brings people joy" Laura reflects.

Vilnius is currently buzzing with new bakeries, and CRUSTUM has found itself right at the forefront.

"Lithuanians have always had a sweet tooth,” Laura explains. “We're a cold and Northern country. People need both the comfort and the energy that a good baked good can provide!"

CRUSTUM’s warm ovens offer a cozy contrast to Laura’s previous corporate grind. "We joke a lot that our job as managers is always to eat," she laughs. This hands-on approach ensures that every item on their extensive menu—over 100 products—meets their high standards.

Laura's personal favorite? "I'm a huge fan of very dark chocolate," she confesses. "I love all of our chocolate products, especially a good pain au chocolat made with the finest, high-quality dark chocolate!"

Quality control trumps expansion in a thriving market 

Fifteen years ago, CRUSTUM started with just one bakery in a supermarket, quickly catching on with locals craving quality baked goods. The original plan to franchise fell flat due to quality control issues, leading them to rethink their approach. They’ve since focused on owning most of their bakeries to maintain their high standards.

“We grew together with Wolt.”

In 2019, CRUSTUM teamed up with Wolt, when it was still in its early stages.

"We started using Wolt when the platform was still quite small. We've grown together with Wolt throughout our journey," Laura shares. This partnership has helped CRUSTUM expand its reach and streamline operations, making delivery a key part of its success.

Controlled growth, with a focus on top-notch baking

Looking ahead, CRUSTUM has set its sights on sustainable growth. "We'll open two new bakeries in Vilnius this year, bringing us to 15 bakeries for our 15th anniversary," Laura says with excitement.

But Laura appreciates that growth is about more than numbers. It's also about adapting to changing customer needs. Wolt, she says, has played a crucial role in this adaptation.

"Wolt has made many aspects of our business easier.” 

"Their platform is super professional and streamlined, giving us the flexibility to keep our offering up-to-date and help our on-site staff track stock and orders in real-time."

Through Wolt, CRUSTUM has mastered the art of keeping its offerings fresh and tempting—a necessity when dealing with flaky pastries that demand perfection. "Wolt massively helps with keeping our stock fresh," Laura notes. "We can keep circulating products faster and get our freshest items out to more people."

As CRUSTUM continues to rise, one thing remains constant: their commitment to the craft. "We're close to our clients and bake with real feeling to provide memorable experiences," Laura says. In a city where 'Kepiniai' - the Lithuanian word for baked goods - carries so much meaning, CRUSTUM has found its sweet spot, serving up not just pastries, but a slice of Lithuanian culture with every bite, both in-store and through delivery.