Detroit Cookie Co.’s Lauren Roumayah on progress and innovation

The candy life

In a state of affairs that many entrepreneurs have doubtless discovered themselves in, Lauren Roumayah wasn’t feeling fulfilled in her present job.

Unmotivated and in a profession that didn’t gasoline her creativity, Lauren was down and out about the place her profession was headed. When her husband requested her to think about what job she’d pursue in an ideal world, Lauren simply needed to make cookies.

“What began with the thought of creating cookies for our profession, I began with one product and I centered on that product. I had a chocolate chip cookie recipe that I felt was simply the No. 1 chocolate chip cookie recipe.”

Beginning in a shared business kitchen area, Lauren started by making her perfected chocolate chip cookies and promoting them on-line. She knew, although, that her final aim was to open a brick-and-mortar bakery location for purchasers to go to and browse in particular person.

“I used to be continuously saving and with the concept that I needed to open up a bakery, however I by no means knew if I used to be going to do it,” Lauren recollects. “I had this concept that it was so shut, I may style it. However I wasn’t fairly positive if I used to be ever going to get there.”

Then, in the future, as Lauren and her husband had been taking a bicycle journey, they noticed an outdated bakery and commenced to inquire concerning the location. After a 12 months of persistence, the proprietor of the constructing gave them a tour of the vacant bakery.

The constructing had the entire gear and area they wanted to get began, in order that they signed the lease instantly.

“In hindsight, was it the best-calculated concept? Possibly not as a result of we weren’t promoting that many cookies to open up a enterprise, however we had been actually prepared to take that threat and provides it a shot and fortuitously our laborious work paid off,” Lauren stated.

Impressed by the nice and cozy reminiscences of baking cookies along with her mom rising up, Lauren got down to develop her cookie firm with enjoyable flavors impressed by her personal childhood.

”Once I’m arising with flavors, the query I at all times ask myself, what would the child in me like? What would the child me wish to eat for dessert? Or what would the child me wish to eat that I wasn’t allowed to eat, that was hands-off, and my dad and mom wouldn’t let me have?”

With over 25 flavors on the menu, and two to a few seasonal flavors monthly, Detroit Cookie Co. was rising rapidly. And with that progress got here new workers and new management expectations for Lauren.

Lauren checking tray of cookie dough

“Turning into a frontrunner could be very difficult,” says Lauren. “It’s one thing that I’m continuously engaged on, however I actually assume that having a tremendous crew to spice up you up will make your job loads simpler. Being a frontrunner is like something. It’s like working towards. The extra you follow, the higher you’ll grow to be and my greatest factor that I needed to be taught will not be performing on feelings.”

The COVID-19 pandemic and 2020 introduced on a brand new set of challenges for Lauren’s rising firm.

“One of many greatest struggles that we confronted thus far, I’ve to say, might be COVID,” Lauren stated.

Abrupt enterprise closures early in 2020 meant no extra prospects within the brick-and-mortar retailer she’d labored so laborious to get began.

Nevertheless, Detroit Cookie Co. was uniquely located to shift to an internet order mannequin.


When Detroit Cookie Co. was initially beginning out, the one approach to buy cookies was by means of Lauren’s web site.

“We purchased our area by means of GoDaddy,” Lauren remembers. “When my husband and I first began the enterprise, we labored out of a shared-use kitchen area — taking on-line, wholesale and catering orders solely. As we continued to develop, we moved into our personal brick and mortar location and at that time, we had been receiving a mixture of on-line and in-person orders. Although we already had an internet site, 90{b02bdf04de3f9bc06c998e855c65941e7d8f5cd012e86469a83340818e6b6d52} of our gross sales got here by means of our brick-and-mortar retailer.”

Cookie containers ready to be shipped

“When the state closed on account of COVID-19 pointers, we had been nervous concerning the affect to our enterprise. Nevertheless, since we already had our on-line retailer with GoDaddy, we inspired our prospects to position orders on-line. We obtained an inflow of gross sales and assist. With many individuals dwelling on account of mandated stay-at-home orders, lots of our prospects would order cookies to ship to family members. When the group began to open, we put in a takeout window at our brick-and-mortar retailer and began to take preorders on-line as effectively.”

By all the things the previous 12 months has thrown at her, Lauren has stored a constructive outlook. When requested what it means to be an entrepreneur, Lauren answered:

“For me, being an entrepreneur is continually difficult myself and pushing myself to develop increasingly in my profession, which is one thing that I selected. So there [are] numerous instances the place issues are very difficult and I’ll complain about it as a result of all people complains. However finally, I selected this profession path and I’m the one one which’s stopping myself. And I’m the one one which’s going to encourage myself. I imply, clearly, our prospects encourage me. Our crew motivates me. Rising the enterprise and seeing individuals pleased motivates me, however I finally must be the one transferring ahead. Stepping with one foot in entrance of the opposite. That’s what being an entrepreneur is to me — continuously striving for fulfillment.”

Lauren stacking cookies in the display case

Thanks, Lauren, for sharing your story! Try Detroit Cookie Co. on-line to see what Lauren’s baking up subsequent.

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