Jimmy Feeman

That's when we started to really craft the brand around what our mission is today, which is to be chef-driven, not lab-driven. So like we made the product in the soup shop, right? Like we made it for customers fresh. We had nine of them. That was our core business. That's what we did. We try to stay true to that even today because it helps us stay like really centered, right?

Like people will come to me and be like, are you going to make a sugar-free cookie dough? Are you going to make like this cookie dough, that cookie dough, like this certification, this BS. And it's like, no, I'm not. What I'm going to do is I'm going to stick to the thing that we do best, which is you make a really, really tasty treat. Like we call it like a premium indulgence.

Like people will come to me and be like, are you going to make a sugar-free cookie dough? Are you going to make like this cookie dough, that cookie dough, like this certification, this BS. And it's like, no, I'm not. What I'm going to do is I'm going to stick to the thing that we do best, which is you make a really, really tasty treat. Like we call it like a premium indulgence.

Like people will come to me and be like, are you going to make a sugar-free cookie dough? Are you going to make like this cookie dough, that cookie dough, like this certification, this BS. And it's like, no, I'm not. What I'm going to do is I'm going to stick to the thing that we do best, which is you make a really, really tasty treat. Like we call it like a premium indulgence.

And we're going to stick to the chef's thing, which is that Megan's going to craft these flavors as if she's serving it to you, like in your kitchen. That just made sense for us. And like, when you stick to your guns like that, and then you craft the brand around it, you start to realize that you're going to piss off some people. And that's okay.

And we're going to stick to the chef's thing, which is that Megan's going to craft these flavors as if she's serving it to you, like in your kitchen. That just made sense for us. And like, when you stick to your guns like that, and then you craft the brand around it, you start to realize that you're going to piss off some people. And that's okay.

And we're going to stick to the chef's thing, which is that Megan's going to craft these flavors as if she's serving it to you, like in your kitchen. That just made sense for us. And like, when you stick to your guns like that, and then you craft the brand around it, you start to realize that you're going to piss off some people. And that's okay.

Because those people aren't supposed to be eating your stuff anyways. Like you said, you're like, dude, I love cookie dough. That's great. Those are the people I'm marketing to. Like someone likes cookie dough. Great. And then there'll be someone that would like walk into the scoop shop or something like that. I interacted with one of these people recently.

Because those people aren't supposed to be eating your stuff anyways. Like you said, you're like, dude, I love cookie dough. That's great. Those are the people I'm marketing to. Like someone likes cookie dough. Great. And then there'll be someone that would like walk into the scoop shop or something like that. I interacted with one of these people recently.

Because those people aren't supposed to be eating your stuff anyways. Like you said, you're like, dude, I love cookie dough. That's great. Those are the people I'm marketing to. Like someone likes cookie dough. Great. And then there'll be someone that would like walk into the scoop shop or something like that. I interacted with one of these people recently.

We're in a food hall downtown in Nashville. We have a shop on Broadway. So it sees a lot of traffic. There's probably like 15 million people that walk across that corner a year. Not all of them are coming in my shop. And in fact, some do come in the shop and they're like, hey, do you know where I can get some ice cream? And I've told our employees straight up.

We're in a food hall downtown in Nashville. We have a shop on Broadway. So it sees a lot of traffic. There's probably like 15 million people that walk across that corner a year. Not all of them are coming in my shop. And in fact, some do come in the shop and they're like, hey, do you know where I can get some ice cream? And I've told our employees straight up.

We're in a food hall downtown in Nashville. We have a shop on Broadway. So it sees a lot of traffic. There's probably like 15 million people that walk across that corner a year. Not all of them are coming in my shop. And in fact, some do come in the shop and they're like, hey, do you know where I can get some ice cream? And I've told our employees straight up.

I'm like, tell them where the ice cream shop is. It's right over there. They should go to the ice cream shop. Why would you want to serve them cookies? And they don't understand the concept that like you have to turn down people that aren't your customer. You have to send them to wherever they're supposed to be. And that way you can actually get customers that want to eat your stuff.

I'm like, tell them where the ice cream shop is. It's right over there. They should go to the ice cream shop. Why would you want to serve them cookies? And they don't understand the concept that like you have to turn down people that aren't your customer. You have to send them to wherever they're supposed to be. And that way you can actually get customers that want to eat your stuff.

I'm like, tell them where the ice cream shop is. It's right over there. They should go to the ice cream shop. Why would you want to serve them cookies? And they don't understand the concept that like you have to turn down people that aren't your customer. You have to send them to wherever they're supposed to be. And that way you can actually get customers that want to eat your stuff.

Um, which that's a whole nother thing. And that's something that we, to this day of like, I think grown slowly and I wouldn't say struggled to do, but like is really, really hard to blow up a consumer brand for that reason. You do have to like get in front of everyone. That's hard. But at the same time, like you do want to make sure you're getting in front of the right people.

Um, which that's a whole nother thing. And that's something that we, to this day of like, I think grown slowly and I wouldn't say struggled to do, but like is really, really hard to blow up a consumer brand for that reason. You do have to like get in front of everyone. That's hard. But at the same time, like you do want to make sure you're getting in front of the right people.

Um, which that's a whole nother thing. And that's something that we, to this day of like, I think grown slowly and I wouldn't say struggled to do, but like is really, really hard to blow up a consumer brand for that reason. You do have to like get in front of everyone. That's hard. But at the same time, like you do want to make sure you're getting in front of the right people.

And you're not trying to market to everyone. You can't be everything all the time for everybody. It's not possible. So that's kind of how it's evolved. I mean, we started with like exactly what you said. And then we moved into like, we have to take a stance on like what we are or people try to shove random stuff down your throat all the time. Um, every business owner gets that though.