Today we’d like to introduce you to Susie Schuster and Jill Balick.
Susie and Jill, please share your story with us. How did you get to where you are today?
We wanted to open a cookie store, but we wanted a unique cookie. We wanted a cookie that was delicious and different in shape. We both love french fries, so we thought why not make a cookie in the shape of a fry? We began experimenting in our home kitchen until we came up with a recipe we loved and a good looking french fry look alike. We started our online store in 2011. We hired a PR person who got us on local television stations, magazines and the big one was when we got into American Airlines in-flight magazine. It is a national publication so it had a big draw.
After working with the PR firm we starting getting our own press. We were one of Oprah’s favorite things in 2014 with a full-page spread in O magazine. More recently we did custom packaged cookie fries for Khloe Kardashians new jean launch at Nordstroms in LA. We partner with Ronald McDonald house charities for their yearly fundraiser. It’s our way of giving back. Our business gained traction and we started getting interested from the food service and grocery industry. We recently launched a wholesale division. We are in Sunset Foods 5 locations, Meatheads in Northbrook, and soon you will be able to purchase them at O’hare airport. It’s starting to take off.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
As with any new business, we have had our obstacles. Our product is very fragile. Since we are an online business, shipping is the method used to deliver. In the beginning, the cookie fries would arrive with several broken cookies. This was not an option for us, we had to fix it. We brought in packaging experts to help figure out the best way to get the cookies to the customer in good shape. We now have it down pat.
Another struggle we still have today is the shipping costs. Because we are a small company, we do not get the discounts that larger companies receive.
When starting our wholesale division a whole new set of struggles came with it.
Finding a manufacturer to work with us and start with smaller volumes was not easy to find. Through a lot of research, we were able to find a good fit for us.
Alright – so let’s talk business. Tell us about The Cookie Joint – what should we know?
As I stated previously, we have a very unique product. Our Cookie Fries come in 8 flavors. Original, Chocolate Chip, Cinnamon Spice, Double Chocolate Chip, Confetti, Green Mint Chip, Lemon Poppyseed, and Chocolate Toffee. We also have seasonal flavors we make for the Holidays, such as Red Velvet. Each fry carton of cookies comes with a dipping sauce to replicate dipping your fries into ketchup. You have a choice of Marshmallow, Chocolate, Salted Caramel, Hazelnut and Peanut Butter
Although we also make delicious drop cookies, we are best known for our Cookie Fries. We are so proud of the business we have built and are still building. We love what we do, and we love creating new flavors to add to our menu. What sets up apart from other cookie companies is number one, our product. It is so fun to give as a gift and everyone who receives them is so blown away. We also pride ourselves on our customer service. We do everything we can to please our customers. From running to the post office because we got them a better price on shipping, or having one of our husbands dropping them off to an office in the city. We really try hard to accommodate.
Is there a characteristic or quality that you feel is essential to success?
We both have a good work ethic. We are very hard workers and nothing is beneath us to do. We do not go by the clock. We work until everything gets done. If need be, we work nights and weekends too. We believe this has been a big part of our success.
Contact Info:
- Website: thecookiejoint.com
- Phone: 847-461-3068
- Email: thecookiejoint@gmail.com
- Instagram: @thecookjoint
- Facebook: http://www.facebook.com/thecookiejoint/
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