Today's blog post makes me both so sad and so happy at the same time. I am sad to tell everyone that Mimi's Cookie Bar will no longer be the name of our bakery. This name means so much to me, and not because it's my name, but because it's a name that you all have gotten to know and love. It's a name we've spent time building, branding and marketing for the past six years. But, the reason we're changing the name is a good reason so that is the happy part. We have big plans for the bakery and sometimes when you grow, you have to change. I've experienced this in other aspects of my business, but this is the hardest thing I've had to do yet.
So, back to the plans... We want to open more organic bakeries, and this may not be a surprise to some of you who read the blog and follow our journey. But, in order to be able to offer franchises we have to trademark our name. Trademarking Mimi's Cookie Bar was not something I did when I started my business six years ago. It's not something you always have to do, and it really just depends on your business. And, six years ago if you had asked me if I had plans to franchise my answer would have been no way. I was happy with one bakery, and I didn't foresee us franchising. But, that's the thing about plans, they often change. So, here we are six years later and we tried filing for the trademark Mimi's Cookie Bar. I'm sure you all have heard of Mimi's Cafe... well I had too. But, I never thought our businesses would be considered competing businesses, and neither did my lawyer. But, the trademark examiners had different opinions. And according to my lawyer, trademark law is very much about opinions. So we tried fighting it, we tried explaining, but nothing would give. We gave it a good run of about six months, and we finally decided that we didn't want to waste anymore time and it wasn't worth fighting something that we kept loosing. We could have accepted defeat, kept our name Mimi's Cookie Bar and just stayed with our one shop that we have now, but what fun would that be?
So, the only option for us to keep moving forward and to be able to offer franchise opportunities and more bakery locations to all of you was to change our name. We brainstormed, thought about it, and tried to come up with the best possible name that would describe what we do now. We had some funny ones in the mix like What's That Smell Baking Co. and The Dessert Club. But, in the end we landed on Dessert'D Organic Bake Shop.
Dessert'D is a play on words obviously, with dessert being the main word. It's also a play on words because we have deserted everything in traditional desserts that are bad for you, such as artificial colors, processed sugar, shortening and more. What is left is a pure organic dessert. And speaking of desserts, when we opened Mimi's Cookie Bar we only served cookies. But our business has grown so much since that day. And we've been serving way more than just cookies for a long time now. We offer cakes, pies, cupcakes, brownies, ice cream, milkshakes, candy, marshmallows, hot cocoa and anything that is dessert. So, we wanted our new name to reflect that.
Our menu won't be changing and we'll still be offering the same desserts you know and love. We just wanted new customers in new towns to see our sign and think "yeah, I want some dessert!" We also started in a small deserted town, so we're sticking to our roots and the name just fits us. We want everyone to get Dessert'D when they visit one of our bake shops. Whether that's here in Mammoth Lakes in our small town, or if it's in Orange County in a busy city. We want you to step inside our bake shop and let everything else fade away except for dessert, even if it's just for a few minutes.
So, don't be sad that Mimi's Cookie Bar is no longer our name. Be happy that we have a new name in Dessert'D and embrace it like we're doing! Embrace the change, the movement, and maybe you'll have a Dessert'D Organic Bake Shop closer to you than you might think... stay tuned.