Better 1 year late than never.
Hi there, lovelies.
Sorry I’m So Bad at This Blog:
I’m admittedly a professional marketer who hasn’t had the time, or maybe the bandwidth to write personally to you.
My last blog was almost 1.5 years ago (head palm), before I had fully launched Flour & Branch!
This past nearly 1.5 years of business has just been the most rewarding and thrilling experience, as I’m living out my real lifelong dream, or at least the beginning of that dream. I’ve also fought harder than I ever have, and have cried, and panicked, and persevered more than I ever have.
Year 1.5 In Review:
I made so many mistakes as it pertains to hiring, prioritization of expenses, sourcing the right partners and vendors, and navigating owning a business in two highly difficult markets – San Francisco + California – all during a pandemic, in a city with the strictest regulations in the country. It started with the launch of our website www.flourandbranch.com. 3 months later Flour & Branch launched on Goldbelly, Feastin + local delivery channels. By the first year we had been featured in Food Network Online (twice), Forbes, Reader’s Digest, KTLA, & Rachael Ray In Season. Then I closed operations to move us from a small catering kitchen to a storefront at 493 3rd Street in San Francisco, which required a LOT of work + remodeling. I moved furniture, scrubbed DISGUSTING things off nearly every inch of the space, set up the kitchen, bakery display, and customer seating area. I did this entirely by myself, although my exceptional partner and husband kept me alive and supported (and for this I owe him a great deal).
Our storefront is perfect (and I know because we saw a lot), but we still faced literally countless obstacles for 2+ months. Our new oven literally fell on me while being delivered... I think I held the oven up by myself through sheer determination and will. Our existing large oven fell off the moving truck and was completely out while we waited for it’s replacement. And then our new oven stopped heating the literal day we were about to fulfil 100+ orders that were pending while we had been delayed in launching. And as a result we had to cancel 100s of orders for the Thanksgiving period and cut off orders early for Christmas. We faced hurdles with city and state permits / certifications and had thousands and thousands of unforeseen expenses because of negligent work and so many equipment and structural issues. We’re also starting over with a whole new staff, who are all some of the most amazing and talented humans that I’ve ever had the privilege of working with.
In many ways I feel like I’ve clawed my way here! I opened the new (and newly remodeled) Flour & Branch storefront on Dec 7, so at the time of writing this, it’s been about 6 full weeks of operations. And it’s been amazing. I love our customers, being able to talk to and engage with you all. I love seeing people feel welcome and happy and supported when they come into my store. I love seeing my employees taking this enterprise so seriously, like it’s their own. But I’m also most looking forward to a new chapter with Flour & Branch – one where we grow and shake off our sea legs. Maybe one where I can get Eater and SF Chronicle to give us an actual feature. Or maybe I’ll just aim my sights on Oprah’s Favorite Things!?
Well, What’s Next?
If you’re used to ordering from us online, look for new options like Next Day Air, monthly subscription services, new cookies + gluten free & vegan cakes, and so much more. You’ll just have to follow us to hear all the good gossip. 😉
If you’re in San Francisco, your best experience is to come in the store and browse with us. We’re introducing new menu items nearly every day, including breakfast and lunch munchies, perfectly flakey pastries + soft baked cookies, breads, and cakes.
And sometime this year, we may have a second (smaller) location in one of the city’s biggest squares.
As always, thank you so much for being here. I’m blessed and grateful for you all – for trusting me and Flour & Branch with your celebrations, self-care, gifting, and catering needs.
XOXO,
Lauren Arnsdorff
Owner of Flour & Branch