Buddy Valastro began running the bakery; it has come to fame due to the reality television series "Cake Boss", which follows the operation of the business. The series premiered on TLC in April 2009. Due to the success of the show, the business has built a factory at Lackawanna Center in nearby Jersey City, which is used as additional space to construct specialty cakes, as well as the ability to make baked goods for shipment across the country. Due to the limited amount of space at the Hoboken location, the business was unable to deliver cakes beyond normal driving distance from the bakery. The bakery had conducted a limited trial internet sale of pies in October 2009, to test the viability of selling products on the internet. However, the team could not convince Valastro to make pies as he stated, "Pies are made of people. Cake Boss does not make-a pies!"
On May 24, 2011, the bakery opened its first branch location, called "Cake Boss Café", at the Discovery Times Square Exposition at 226 West 44th Street in Times Square,in New York City. This location sells smaller Carlo's Bakery goods, as well as Carlo's Bakery and Cake Boss merchandise. On February 10, 2013, the bakery opened its first full-range branch location in Ridgewood, New Jersey.
On May 24, 2011, the bakery opened its first branch location, called "Cake Boss Café", at the Discovery Times Square Exposition at 226 West 44th Street in Times Square,in New York City. This location sells smaller Carlo's Bakery goods, as well as Carlo's Bakery and Cake Boss merchandise. On February 10, 2013, the bakery opened its first full-range branch location in Ridgewood, New Jersey.