bake - July/August 2020 - 30

messages from people who were ordering their cookies
were calling them amazing.
"I have always been so proud and amazed by the
way our customers evangelize for us," she says. "For a
company with a marketing budget of roughly $0, their
support has meant everything."
From the beginning, it was incredibly important to
Cowan that customers were made to feel special and
that they could count on Milk Jar as a company of excellence. With every cookie that left the store and every
people that came in, they made sure the experience
was consistent and memorable, which kept customers
coming back.
That has been the lifeblood of the bakery's approach
throughout its history, and customers have organically

"The habits of consumers
have changed so much
in the last seven years
since we opened. Having
a solid website with
an easy user experience
is imperative."
Courtney Cowan, owner/baker at Milk Jar Cookies

shared that message for them.
"For the first two years, it was word of mouth that
had us growing at a rate of 30% a year," she says. "A

was focused on laying the groundwork for expansion,"

few years in, I hired a public relations company to help

she says. "Given the operational challenges and dip

increase brand awareness and share our mission to a

in revenue we are now dealing with, I am focusing on

wider audience."

adapting our operations to the new reality. The safety of
my employees and our customers is paramount. While

Future projects

that means we can't currently do as much business as

Looking ahead, Cowan sees a different future than she

before, I'm looking at growth through innovation instead."

did prior to the COVID-19 pandemic.

For instance, Milk Jar is preparing to launch a vegan

"My answer to this question is very different now

cookie "that is a near-match to my regular chocolate chip

than it would have been before the pandemic, when I

cookie, and cookie cakes are right behind that," she says.

30 < JUL-AUG 2020 | bakemag.com


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