In today’s episode of The Roadmap with Ted Jenkin, Shane Quillin, the CEO and owner of Sugar Shane’s, shares his journey from concept to success with his Georgia-based gourmet cookie shop.
After visiting several gourmet cookie shops in New York, Quillin was inspired to open his own gourmet cookie business. He developed a passion for the product, and despite not having baking experience, he was willing to learn to turn the concept into a reality.
Originally, Quillin had decided that his company would offer corporate catering services and be Atlanta’s premier dessert catering service. However, he had to pivot his business strategy when the pandemic disrupted his plans. With corporate offices closed, he shifted to shipping cookies and offering pickup services. These adjustments helped Sugar Shane’s meet customer demand and set the stage for the opening of its flagship store. His strong business acumen and success have allowed him to expand his business into three individual retail storefronts across metro Atlanta.
Bring something unique to the market
The key to success and standing out amongst the competition is bringing something unique and distinct to the market. Sugar Shane’s cookies are an excellent example due to their iconic shape. The cookies have a dome-like shape reminiscent of a scoop of ice cream. While it may seem easy, keeping the cookies from falling flat is quite tricky. Quillin has perfected his recipes and baking process so that the cookies maintain their unique shape.
Don’t be afraid to pivot the business strategy
Once the pandemic struck, Quillin had to pivot his business model to continue serving his customers. With customers staying at home, the best solution was to move to shipping orders. He also offered a pickup service as well. Once customer demand outgrew the physical capabilities of his home kitchen’s output, he knew it was time to open a storefront.
Build a strong customer base
Quillin had a minimal budget when he opened the first Sugar Shane’s location. He focused on increasing his business’s visibility and awareness in the community by obtaining reviews, using social media to market, and intentionally connecting and surveying customers.
Reviews: Reviews are critical to the success of a business and can often be the tipping point in a customer’s decision.
Social media marketing: Using platforms such as TikTok, Instagram, and YouTube helps keep existing customers engaged and also helps extend a business’s reach to new customers.
Survey your customers: It’s important to know what your customers like and dislike. Quillin recommends always asking customers good insightful questions such as:
- Have you been in before?
- How did you hear about us?
- What do you like (in terms of flavor profile)?
Asking these questions will help business owners better understand what their average customer likes and dislikes and identify where marketing efforts perform best.
Carefully consider expansion
When you open a second storefront, problems don’t double–they grow ten-fold. Before opening another location, ensuring you have a strong staff in place, detailed SOPs, and a solid handle on your business is crucial.
Here are some crucial questions that business owners should ask themselves before deciding to expand their business:
- Have I maxed out my first location to its full potential?
- Have I tried all marketing plans and gotten as many customers in my door as possible?
- Does customer demand outweigh the physical capabilities of my shop?
Suppose the answers are overwhelmingly “yes” to most of the questions. In that case, it may be time to consider expanding the business.
A recipe for success
Sugar Shane’s success illustrates how adaptability, customer focus, and strategic growth can drive a small business forward. Quillin’s journey provides valuable lessons for entrepreneurs looking to navigate challenges and maximize their potential.
Anyone can run one store if they're there all the time. The second you go to two stores, it's impossible–you can't be at two places at one time. It all comes down to the people you hire, how you hire, how you train, and the procedures you have in place." – Shane Quillin
