A Bread Company with a Doughnut Addiction
The Sunday Doughnut Story
In May 2012, when I greeted our first customer, if someone told me people would be lining up at our door for doughnuts on Sunday mornings, I would never have believed them. My whole world was centered around baking wholesome artisan breads...hence the Montclair BREAD Company.
My friend Peter was cleaning out his apartment and he brought me a beautiful copper pot. I showed it to Kyra, a fellow CIA grad who specialized in savory fare. She told me it would hold heat well and would be great for frying. She immediately started begging me to make her doughnuts while we worked side by side on Sunday mornings at the bakery. I caved. The first batch of brioche doughnuts, made in January 2013, yielded 3 dozen rings. We coated them with cinnamon & sugar, ate half of them and put the rest out for sale. They were gone in a hot second.
Our second Sunday of doughnuts produced the same results. On Valentine's Day we made six dozen doughnuts and we introduced Boston Cream for the first time. That poor little copper pot was working hard!
I'm not sure when it happened. Sometime between that first Boston Cream and the line down the street on Mother's Day, Montclair discovered us. Sunday Doughnuts were a thing!
In late December 2013, I got a call from a producer on the Food Network's Donut Showdown. He said my doughnuts 'represent the culinary pedigree' they want on their show and he asked if I was interested. Interested? Hell yeah, I'm interested!!! When and where???
The rest is donut history....
Once the show aired, the demand for our doughnuts increased and we began making doughnuts seven days a week.
Customers are traveling from all over NY, NJ & PA to sample our treats.
Now we're maxed out! We can't make enough doughnuts in our current space to satisfy all of our loyal customers. Instead of sitting in the corner crying, I hatched a plan.
Our kitchen currently occupies about 300 sq ft of our total 600 sq ft on Walnut Street. The baking operation will be moving to a 1,290 sq ft space on Label Street in August, 2015. This is where we will create all the yummy doughnuts, breads, croissants and muffins for Montclair Bread Co.
The Label Street location will be home to our baking classes too! In addition, we will hold culinary events and community gatherings. Celebrated chefs, bakers & authors will help us to keep our space full of activity throughout the year.
Walnut Street Renovation
Creating a community cafe.
Once the baking equipment and supplies are removed from the Walnut Street space, the dividing walls will come down and the bakery will turn into a café. There will be tables & chairs for you to sit comfortably with your friends and families as you sip coffee and share doughnuts - no more fighting over the two stools in the front window!!! Coffee service will expand - more single origin Stumptown coffees, lattes served in latte mugs and a more sophisticated brewing system to eliminate the constant gurgling of empty airpots. The made-to-order sandwich menu will expand with the addition of soups & salads year round. This portion of the project should be complete by September, 2015.
That Sure is a Lot of Dough!
Our total project will cost $150,000 to complete. We are asking you to help us fund the Walnut Street renovation which will cost an estimated $25,000.
Custom Counter/Display Case - $6,000
Bathroom Renovation - $5,000
Tables & Chairs - $3,000
Appliances for Sandwich, Soup & Salad Preparations - $2,500
Flooring - $2,000
Plumbing & Electrical - $2,000
Coffee Brewing System - $1,800
Lighting Fixtures & Installation - $1,500
Painting & Patching after Demolition - $1,200
Total = $25,000
If we exceed our goal and raise more than $25,000, we will first do a happy dance in the kitchen, then we will provide you with specific items we will purchase with the additional funding.
$13 - Coffee & Doughnut - A cup of drip coffee & a doughnut of your choice.
$40 - Architect Studios Class - How do we eat doughnuts and stay in shape? Adrienne Felder kicks our butts at her studio on Glen Ridge Ave in Montclair. You will receive one class pass to Architect Studios and then you can walk down the block and grab a doughnut from us as a reward for your effort.
$50 - 'Donut you want me Baby?' - Our exclusive t-shirt. Only available through the kickstarter campaign. Make your friends jealous or buy them one too!
$75 - You're Invited - Be one of us! Come to our staff party. You get to choose between our Summer Backyard BBQ and our Winter Holiday Party.
$85 - Doughnut Party - Giant Doughnut Cake & 2 dozen mini doughnuts. You will be the coolest kid on the block with these treats at your party!!!
$100 - Stumptown Coffee Package - You get a bag of freshly roasted Hair Bender beans AND you can choose between two diner mugs or a Kleen Kanteen travel mug. Ships anywhere in the world!
$113 - Doughnut Team - Do you have what it takes to get up before the sun and make the doughnuts???
$200 Design a Doughnut - Think you have THE BEST idea for a doughnut flavor? Share it with the world! Let us put your doughnut on the menu for a week. You'll get a baker's dozen to share with your friends.
$275 Bread Winner - Take home a loaf of bread a week for a year! This is a great way to save if you're already buying lots of loaves.
$300 - Family Photo Session - Grace Brown will photograph your family and provide you with 10 images from the session. Grace will be on hand at our baking classes & birthday parties as our staff photographer. You can get a taste of her talents with this reward.
Baking Classes - Available at $375, $575, $800 & $1500 levels. After baking, teaching is my favorite thing to do!!! Join me as we collaborate to create a custom class together. The lower levels offer one on one instruction while the higher levels are perfect for larger groups and team building sessions.
Credits & Thanks
Concept by: Kris and Kevin Walter
Directed by: Kris Walter
Produced by: Kris and Kevin Walter
Director of Photography: Luke Walter
Food photography: Natalie Chitwood
Add'l camera: Kris and Kevin Walter
Audio recordist: Taylor Roy
Editor and audio design and mix: Danny Heffernen @ Great City Post
Graphic titles and visual effects: Chad Reddell @ Sprout Productions
Doughnut Photos: Nat Chitwood
Family Photos: Hani Bacova
Bakery Illustrations: Sam Howell
Graphic Design & Logos: Tracey Diamond
Special thank you to Kaelyn Siversky, Adrienne Felder, Helene Richman, Hillary Frank, Gina Imperto & Nat Chitwood for helping me to get this thing off the ground!!! You ladies are the best friends & advisors a girl could ask for!!!!
None of this would be possible without the unfaltering support from Kevin Crampsey, who is holding down the fort at home while I'm up early baking and spending long hours in meetings to make our dream a reality. J, K & M couldn't ask for a better Dad.
May our bakery continue to be a community gathering place where your family can become a part of ours!!! Thank you! - Rachel C.
Risks and challenges
Our biggest challenge is timing. We want to have everything complete before Labor Day. First we have to get our Label Street location up and running which includes moving our baking equipment down the block. Next, we will complete the renovation on Walnut Street. Any delays will create a domino effect down the line.
What are we doing to minimize the risks? The custom counter & tables are being built off site. They can be delivered and installed as soon as we're ready to go. Our equipment is on order (often lead times can delay projects) and will be held by our suppliers. This means it's ready to install as soon as we have a place to put it.
If we do experience delays, we will keep you updated on the progress and we will adjust our timeline as needed. The good part is, we have an operational bakery now...there will be doughnuts and bread no matter what happens!!!!Learn about accountability on Kickstarter
- (42 days)