Key Takeaways
- Craig’s Cookies, founded by Craig Pike, has expanded to 23 locations across Canada and is planning to open more stores through franchising.
- The company’s success is attributed to its unique and experimental cookie flavors, including putting unusual ingredients like chicken nuggets and pizza in cookies.
- Pike’s background in acting and experience with failure have taught him the importance of leaning on others’ expertise and prioritizing hospitality in his business.
- The company is committed to being socially active within its communities, particularly in the LGBTQ+ community.
- Franchising has been a key growth engine for the business, but Pike emphasizes the importance of selecting high-quality franchisees to maintain control over the business.
Introduction to Craig’s Cookies
Craig Pike, the founder of Craig’s Cookies, has built a national cookie brand with his mom’s recipe, which has now expanded to 23 locations across Canada. With a strong presence in Ontario, the company is pushing further across the country, with recent openings in Calgary and upcoming stores in Halifax. Pike’s journey to building a cookie empire began ten years ago, and he has since become known for his unique and experimental approach to cookie-making.
The Secret to Success
So, what sets Craig’s Cookies apart from other bakeries? According to Pike, it’s the addition of unexpected ingredients to the traditional cookie recipe. He started by putting his favorite chocolate bars, such as Oreos and Mars bars, inside the cookies, and has since experimented with a wide range of ingredients, including peanut butter cups, Twix bars, and even chicken nuggets and pizza. This approach has led to some unusual and delicious flavor combinations, such as the apple pie-style cookie. The company’s willingness to think outside the box has earned it a loyal following and a reputation for being intentionally experimental.
Pike’s Story
Pike’s journey to becoming a successful entrepreneur began as a side hustle in 2013. At the time, he was working as an actor at the Shaw Festival and needed a way to cover his bills during his month off. He turned to social media to sell his cookies, and the response was overwhelming. He sold 200 dozen cookies in the first month and spent the next five years continuing to sell cookies through a pop-up-style approach. In 2018, he opened his first brick-and-mortar store in Toronto, and the business has been growing rapidly ever since.
Franchising and Growth
As the demand for Craig’s Cookies surged during the pandemic, Pike saw an opportunity to expand the business through franchising. The company has since switched to a franchising model, with seven corporate stores and a growing number of franchise locations. Pike emphasizes the importance of selecting high-quality franchisees who share the company’s values and commitment to hospitality. He believes that franchising has been a key growth engine for the business, but also acknowledges the risks associated with losing control over the business. To mitigate this risk, Pike prioritizes building strong relationships with his franchisees and ensuring that they understand the importance of providing exceptional customer service.
Lessons Learned
Pike’s background in acting has taught him valuable lessons about failure and the importance of leaning on others’ expertise. He admits that he didn’t have a traditional business or baking background, but has learned from people who are smarter than him. This approach has allowed him to build a successful business and navigate the challenges of franchising. Pike also emphasizes the importance of being socially active within his communities, particularly in the LGBTQ+ community. He believes that businesses have a responsibility to give back and make a positive impact on the communities they serve.
Conclusion
Craig’s Cookies is a testament to the power of innovation and experimentation in business. By thinking outside the box and taking risks, Pike has built a national cookie brand that is known for its unique flavors and commitment to hospitality. As the company continues to expand through franchising, Pike remains focused on selecting high-quality franchisees and prioritizing the values that have made the business successful. With its strong brand and loyal following, Craig’s Cookies is well-positioned for continued growth and success in the years to come.