How This Cookie Company Went from Farmers Market to 10,000% Growth Overnight | Maya Madsen of Maya's Cookies

What happens when a home baker goes viral - and suddenly has 10,000 orders she has no idea how to fulfill?

In this episode, we sit down with Maya Madsen, Founder & CEO of Maya's Cookies, a vegan bakery and nationwide cookie shipping company built from scratch in her San Diego kitchen.

Maya shares the real, unfiltered story of launching a food business with no culinary school background, no investors, and no roadmap - just a great product, a farmers market booth, and an unshakeable work ethic.

Whether you're launching a CPG brand, selling at farmers markets, starting a home bakery, or scaling a food startup, this episode is packed with hard-won lessons from someone who has lived it.

In this episode, we cover:

• How to validate your food product at a farmers market before investing big
• Scaling a food business from a home kitchen to a commercial kitchen to a retail storefront
• Managing a viral moment - overnight e-commerce growth, supply chain chaos, and staff shortages
• Building a loyal customer base as the face of your brand
• Vegan and plant-based food business trends and what's actually working in 2024
• Why subscriptions aren't the holy grail they used to be for food brands
• The truth about getting into retail stores as an independent food brand
• How to protect yourself from predatory e-commerce platform contracts
• Pricing your food product correctly and tracking real costs, not just top-line revenue
• Mission-driven branding and why it matters for food entrepreneurs
• The personal sacrifices of being a food founder - the stuff no one posts about on Instagram

If you've ever dreamed of turning your recipe into a real business, this episode will inspire you — and give you the real talk you need to actually do it.

⭐ This podcast is brought to you by Back of House.io, the foodservice industry’s most trusted resource for restaurant tech.

Learn more at: https://backofhouse.io/

⭐ Season 5 of So You Want to Run A Restaurant is proudly sponsored by RestauRent, the no-fee booking platform helping restaurants book private and group events.

Try it risk-free with 3 free months at: https://bit.ly/soyouwanttorestaurent

⭐ Follow Us

Podcast: https://linktr.ee/soyouwanttorunarestaurant

Claudia: https://www.instagram.com/claudia.saric/

Spencer: https://www.instagram.com/restaurantspenny/

⭐ Learn More About Maya's Cookies

https://www.mayascookies.com/

food business, vegan business, bakery startup, CPG brand, farmers market tips, food entrepreneur, how to start a cookie business, plant-based food, e-commerce food brand, food startup growth, scaling a food business, home baker to business, vegan cookies, food founder, small food business, black owned business, product based business, how to go viral, food business mistakes, women in business

If you’re a restaurant owner who wants to scale — this episode is a masterclass.

Hengam Stanfield, co-founder of Matengas Pizzeria in San Antonio, shares exactly how she and her husband went from zero restaurant experience to building seven locations.

They bought a failing pizzeria that was $200K in the red, and engineered it into San Antonio's number 1 pizza place.

In this episode, we break down:

• How to turn around a failing restaurant

• Why obsessing over sales comes before building systems

• The Ops Book framework that keeps multiple locations aligned

• How to build restaurant systems that actually scale

• The truth about hiring (and why you don’t “find” great people — you build them)

• Protecting company culture as you grow

• Restaurant marketing strategies that work in 2025

• How to prepare for big PR moments (including a Dave Portnoy review)

• What it really takes to grow to 10, 20, even 50 locations

This conversation is packed with practical advice for restaurant owners and operators who want more than just survival — they want structure, profitability, and scale.

Whether you’re running one unit or planning multi-unit expansion, this episode will challenge the way you think about operations, leadership, and growth.

If you’re serious about building a scalable restaurant business, this is required listening.

⭐ This show is brought to you by Back of House.io, the foodservice industry’s most trusted resource for restaurant tech.

Learn more at: https://backofhouse.io/

⭐ Season 5 of So You Want to Run A Restaurant is proudly sponsored by RestauRent, the no-fee booking platform helping restaurants book private and group events.

Try it risk-free with 3 free months at: https://bit.ly/soyouwanttorestaurent

⭐ Follow Us

Podcast: https://linktr.ee/soyouwanttorunarestaurant

Claudia: https://www.instagram.com/claudia.saric/

Spencer: https://www.instagram.com/restaurantspenny/

Running a restaurant is hard. Running one inside a 130-year-old train depot? That’s a whole different story.

In this episode, we sit down with Kizzy Patel and Jesse Smith, partners at Kimball House in Decatur, Georgia - a restaurant known for its legendary oyster program, classic cocktails, and precise hospitality. But behind the glow of vintage light fixtures and perfectly shucked oysters is the reality of stewarding a historic property, navigating preservation rules, maintaining aging infrastructure, and building a team that treats the space like home.

We talk about:

- What it really takes to open in a historic building

- How they became owners (and eventually building owners)

- Their approach to hiring for hospitality - not just service

- Building a culture people want to stay in

- Winning a $50,000 American Express + National Trust For Historical Preservation grant

- And yes… whether the old depot is haunted

If you’ve ever dreamed of opening a restaurant — especially in a historic space — this episode is a masterclass in vision, grit, and stewardship.

Learn more...

https://savingplaces.org/historicrestaurants

https://soyouwanttorunarestaurant.short.gy/AMEX

⭐ This show is brought to you by Back of House.io, the foodservice industry’s most trusted resource for restaurant tech.

Learn more at: https://backofhouse.io/

⭐ Season 5 of So You Want to Run A Restaurant is proudly sponsored by RestauRent, the no-fee booking platform helping restaurants book private and group events.

Try it risk-free with 3 free months at: https://bit.ly/soyouwanttorestaurent

⭐ Follow Us

Podcast: https://linktr.ee/soyouwanttorunarestaurant

Claudia: https://www.instagram.com/claudia.saric/

Spencer: https://www.instagram.com/restaurantspenny/

This week’s guest is a big one. We’re heading to Traverse City, Michigan to sit down with Chef Andy Elliott of Modern Bird - fresh off being named one of the New York Times’ 50 Best Restaurants in America and now a nominee for the 2026 James Beard Awards.  

Andy shares his full-circle journey from Chicago’s fine dining scene (Boka, GT Fish & Oyster, RIA) to building one of the most celebrated restaurants in a small but mighty food town. We talk about starting out selling hand pies at the farmers market, the power of local relationships, cooking within the seasons of northern Michigan, and what it really takes to grow a restaurant sustainably outside of a major metro.

We also dig into the realities of running a business with your spouse, resisting expansion for the sake of growth, and Andy’s candid take on tipping culture in today’s restaurant industry. 

If you’re interested in thoughtful, ingredient-driven cooking, building community through food, or what it takes to create national buzz without losing your soul, this episode is for you.

⭐ This show is brought to you by Back of House.io, the foodservice industry’s most trusted resource for restaurant tech.

Learn more at: https://backofhouse.io/

⭐ Season 5 of So You Want to Run A Restaurant is proudly sponsored by RestauRent, the no-fee booking platform helping restaurants book private and group events.

Try it risk-free with 3 free months at: https://bit.ly/soyouwanttorestaurent

⭐ Follow Us

Podcast: https://linktr.ee/soyouwanttorunarestaurant

Claudia: https://www.instagram.com/claudia.saric/

Spencer: https://www.instagram.com/restaurantspenny/

In this episode of So You Want to Run a Restaurant, we sit down with Natalia Lepore Hagan, founder of Midnight Pasta Philadelphia, an immersive, experience-driven pasta concept redefining what dining can be.

Midnight Pasta isn’t a traditional restaurant, it’s a ticketed pasta-making experience where guests arrive for cocktails, jump into a high-energy, hands-on pasta class, and then gather for a five-course, family-style dinner made from the pasta they create themselves. It’s part dinner, part performance, and part community event.

Natalia shares her journey from growing up in a big Italian-American family to performing on Broadway, and how theater, music, movement, and storytelling are intentionally built into every Midnight Pasta experience. She opens up about how the pandemic shutdown of Broadway led her back to pasta-making, enrolling in culinary school, and launching Midnight Pasta - not to fit into a traditional restaurant model, but to create something entirely new.

Natalia also shares her perspective on chefs, creators, and influencer partnerships, and why Midnight Pasta operates outside the traditional restaurant category.

In this episode, we cover:

• Building an immersive dining experience outside the restaurant model
• Pivoting careers and launching during the pandemic
• Going viral without losing control of your brand
• Scaling experiential hospitality without sacrificing authenticity

📍 Midnight Pasta - Philadelphia, PA

🍝 Immersive pasta-making experience

🎭 Broadway-inspired dining

🌱 Hyper-local, seasonal, community-driven

⭐ This show is brought to you by Back of House.io, the foodservice industry’s most trusted resource for restaurant technology. Learn more at https://backofhouse.io/

⭐ Season 5 is proudly sponsored by RestauRent, the no-fee booking platform helping restaurants book private and group events. Try it risk-free with 3 free months at https://bit.ly/soyouwanttorestaurent

⭐ Follow Us

Podcast: https://linktr.ee/soyouwanttorunarestaurant

Claudia: https://www.instagram.com/claudia.saric/

Spencer: https://www.instagram.com/restaurantspenny/

In this episode of So You Want to Run A Restaurant, we sit down with Executive Chef David Standridge - James Beard Award Winning Chef and Partner of The Shipwright’s Daughter and Mystic Fish Camp - to trace his journey from home cooking to Michelin-starred kitchens, and ultimately to leading one of the most forward-thinking seafood movements in the country in Mystic Connecticut.

Chef David opens up about the brutal reality of elite kitchens, the pressure behind accolades, and why chefs must move beyond prestige to drive real change in the food system. We dive deep into sustainability, community impact, and the unexpected star of this episode: the green crab 🦀 (his work around this was featured in the New York Times!)

This is a must-watch for chefs, foodservice industry professionals, and anyone who believes restaurants can be a force for environmental and community good.

✨This show is brought to you by Back of House.io, the foodservice industry's most trusted resource for restaurant tech. Learn more at: https://backofhouse.io/

⭐ Season 5 of So You Want to Run A Restaurant is proudly sponsored by RestauRent, the no-fee booking platform helping restaurants book private and group events. Try it risk-free with 3 free months at https://bit.ly/soyouwanttorestaurent.

⭐ Follow Us

Podcast: https://linktr.ee/soyouwanttorunarestaurant

Claudia: https://www.instagram.com/claudia.saric/

Spencer: https://www.instagram.com/restaurantspenny/

⭐ Learn more about The Shipwright's Daughter and Chef David Standridge: https://www.shipwrightsdaughter.com/

In this on-location episode of So You Want to Run a Restaurant, Claudia and Spencer sit down at the Gordon Food Service Food Show in Grand Rapids, MI with Gustavo Fuentes, owner of Dorados, and co-owner of multiple West Michigan restaurants.

Gustavo shares his incredible journey, from growing up in Guanajuato, Mexico, to washing dishes at 15, to building one of the highest-rated and reviewed Mexican restaurants in the region. 

You’ll hear how Gustavo turned community love into real momentum, why his restaurants maintain thousands of reviews with near-perfect ratings, and how he approached opening a brand-new concept, Delicias, blending Mexican, Italian, and American flavors with help from the culinary team at GFS.

Whether you’re a restaurant operator, a food entrepreneur, or just someone who loves a great origin story, Gustavo’s blend of humility, grit, and innovation is guaranteed to inspire.

Highlights:

 🍽️Growing up in Mexico and learning to cook from family

 🍽️ Climbing from dishwasher to owner/operator

 🍽️ The story behind the Dorados name

 🍽️ Expanding to new concepts without cannibalizing the brand

 🍽️ Partnering with GFS chefs to build a fusion menu

 🍽️ Why consistency, authenticity, and community loyalty drive real success

🔗 Learn More

Back of House: www.backofhouse.io

🎧 Listen to more episodes of So You Want to Run a Restaurant, powered by Back ofHouse.io, a Gordon Food Service brand, wherever you get your podcasts.

Follow @wearebackofhouse for more insights and stories from restaurant founders, owners, and operators.

🔗 Sponsored by Localizer

Manage reviews, boost visibility, and get more guests in the door.

Listeners get 25% off the first 3 months: localyser.com/podcast

⭐ Follow Us

Podcast: https://linktr.ee/soyouwanttorunarestaurant

Claudia: https://www.instagram.com/claudia.saric/

Spencer: https://www.instagram.com/restaurantspenny/

🍸 Explore Dorados 

Website: https://doradosmexicangrill.com/

In this episode, recorded live at the Gordon Food Service Food Show in Grand Rapids, Claudia and Spencer sit down with Jon O’Connor, the co-founder of Long Road Distillers - the first distillery in Grand Rapids built on a grain-to-glass, no-shortcuts philosophy.

Jon shares how a few late-night whiskey conversations turned into a full-scale distilling operation, built on Michigan agriculture, craftsmanship, and a commitment to transparency. He talks about the leap from real estate to spirits, partnering with friends, and transforming a rundown historic building into a cornerstone of a now-thriving neighborhood cluster of breweries, restaurants, and makers.

This episode dives into:

🍽️ The origin story of Long Road Distillers and why Grand Rapids needed a distillery

🍽️ Michigan’s unique agriculture and how it shaped their approach

🍽️ The realities of risk-taking, failing fast, and building something from scratch

🍽️ Community building, neighborhood investment, and civic involvement

🍽️ The early make-or-break moments they survived

🍽️ How the craft spirits industry is evolving and where Jon sees it headed

If you’re interested in entrepreneurship, hospitality, spirits, or the behind-the-scenes of building a beloved local brand, this one’s packed with insight and heart.

-------------------------

🔗 Learn More

Back of House: www.backofhouse.io

🎧 Listen to more episodes of So You Want to Run a Restaurant, powered by Back ofHouse.io, a Gordon Food Service brand, wherever you get your podcasts.

Follow @wearebackofhouse for more insights and stories from restaurant founders, owners, and operators.

-------------------------

🔗 Sponsored by Localizer

Manage reviews, boost visibility, and get more guests in the door.

Listeners get 25% off the first 3 months: localyser.com/podcast

-------------------------

⭐ Follow Us

Podcast: https://linktr.ee/soyouwanttorunarestaurant

Claudia: https://www.instagram.com/claudia.saric/

Spencer: https://www.instagram.com/restaurantspenny/

In this episode, Claudia and Spencer talk with Chef Carlos Lopez Muñoz, the creative force behind Istmo, one of Chicago’s most talked-about new Oaxacan restaurants 🌆. Carlos shares his inspiring journey from childhood kitchens in Oaxaca, Mexico 🇲🇽 to playing professional soccer in Finland, to coming back to his roots to lead the charge in modern Mexican fine dining.

He opens up about how his grandmother’s cooking sparked his lifelong love for food, the lessons he’s carried from sports to the kitchen, and how he balances authenticity with accessibility for new diners. From the soulful layers of mole 🌶️ to the global influences that shaped his craft, Carlos reveals the storytelling power behind every plate.

You’ll hear about:

🍽️ Going from pro-soccer star to Chef 

🍽️ Honoring heritage while redefining Mexican cuisine

🍽️ The art of building trust and partnerships in hospitality

🍽️ His upcoming book exploring Lebanese influences in Oaxacan cooking

🍽️ Why authenticity and creativity must go hand-in-hand in fine dining

Whether you’re a chef, foodie, or cultural storyteller, this conversation will leave you hungry for more, and inspired by the flavors of identity, memory, and innovation.

So You Want to Know More About Chef Carlos?

Website: https://www.istmochicago.com/

Follow So You Want to Run a Restaurant: https://linktr.ee/soyouwanttorunarestaurant

Follow Claudia: https://www.instagram.com/claudia.saric/

Follow Spencer: https://www.instagram.com/restaurantspenny/

Learn more about Back of House: www.backofhouse.io

🎧 Listen to more episodes of So You Want to Run a Restaurant, powered by Back of House.io, a Gordon Food Service brand, wherever you get your podcasts.

🔗 Follow @wearebackofhouse for more insights and stories from restaurant founders, owners, and operators.

Sponsors: Localyser https://soyouwanttorunarestaurant.short.gy/localyser

Mallory Squibb: So You Want to Open a Coffee, Wine & Cheese Café ☕🍷🧀

Ever dreamed of opening your own coffee shop, wine bar, or café? In this episode of So You Want to Run a Restaurant, hosts Claudia Saric and Spencer Michiel sit down with Mallory Squibb, co-owner of Squibb Coffee & Wine Bar in Grand Rapids Michigan, to share the real story behind launching a successful neighborhood café with multiple locations. 

Mallory walks us through how she turned her passion for coffee, wine, and community into a thriving small business she launched with her dad, and what she’s learned about leadership, hospitality, and brand building along the way.

We cover:

🍽️ How to open and grow a coffee and wine café

🍽️ Lessons in entrepreneurship and small business ownership

🍽️ Balancing creativity, operations, and customer experience in foodservice

🍽️ Tips for anyone dreaming of starting their own café or restaurant

If you’re passionate about the restaurant industry, entrepreneurship, or building community through food and drink, this conversation is packed with inspiration and practical advice.

Sponsor: Localyser https://www.localyser.com/podcast 

Watch the full podcast episode on our YouTube! 

So You Want to Know Squibb: https://www.squibbgr.com/ 

Follow So You Want to Run a Restaurant: https://linktr.ee/soyouwanttorunarestaurant

Follow Claudia: https://www.instagram.com/claudia.saric/

Follow Spencer: https://www.instagram.com/restaurantspenny/