Est. 2020 · Salt Lake City
From a townhouse kitchento your kitchen table
— Amy & Eric
2020
The stress-bake that started it
Lockdown hits. Amy, working a corporate job, starts baking to keep her hands busy — and the rolls are too good to keep quiet. She and Eric open an Instagram account and start selling frozen dough out of their townhouse kitchen, delivering across the valley after work.
2021
Pop-ups, letterboards & farmers markets
Weekends fill up with coffee-shop pop-ups and farmers markets. The menu is a letterboard, the POS is a Venmo QR code, and the line keeps getting longer.
Amy & Eric at the Roots Coffee pop-up, 2021
2022–23
The side project gets serious
First employee hired. The townhouse kitchen becomes a real commercial kitchen. Amy leaves the corporate job to go full-time — then the business grows enough for Eric to join her.
Dec 2024
Millcreek opens its doors
A storefront of our own at 3362 S 2300 E. Grand-opening morning, the line wrapped around the building — and half the neighborhood left with frosting on their chin.
Grand opening morning, December 2024
Next
Lehi, we're coming
Location number two is on the way to Utah County. Same dough, same frosting, twice the gooey.
50+
flavors invented
2
locations (almost)
1000s
of happy customers a year
0
business plans, still