Iconic New York bakery Magnolia Bakery, known for its famed banana pudding and cupcake appearances on shows like Sex and the City, has announced plans to expand its franchising efforts across the United States.
For 15 years, Magnolia has successfully franchised internationally, operating 35 locations abroad alongside a dozen corporate stores in cities including New York, Los Angeles, and Chicago. Now, to mark its 30th anniversary next year, the brand is opening its first U.S. franchise in Salt Lake City, signaling a major domestic growth initiative.
CEO Bobbie Lloyd attributes Magnolia’s enduring popularity to its loyal customer base and emotional connections. “People have heartfelt stories about Magnolia Bakery—like visiting with their mother as a child and now bringing their own kids,” Lloyd said. “There’s truly nothing else like it in the U.S. or worldwide.”
The bakery’s cultural significance extends beyond Sex and the City, with nods from Saturday Night Live and Hulu’s Only Murders in the Building. Magnolia prides itself on crafting all products fresh daily from scratch, with banana pudding, cupcakes, and cakes accounting for nearly 75% of sales.
Lloyd emphasized that the time is right for domestic franchising due to strong national demand, bolstered by a growing e-commerce platform delivering Magnolia’s treats across the country. “People want Magnolia Bakery in their neighborhoods,” she stated.
Jason Mattes, Vice President of Domestic Franchise Development and Sales, highlighted the importance of partnering with local entrepreneurs invested in their communities. “The secret sauce is having local owners who build the brand and celebrate life’s milestones with customers,” Mattes explained.
Franchisees will be required to open three to five locations within three years. The first franchise will feature a full-scale bakery spanning about 2,000 square feet, which will supply baked goods to smaller “no-bake” satellite stores sized between 600 and 800 square feet. These smaller shops will finish products with toppings such as frosting and whipped cream on-site.
Magnolia is seeking franchise partners with relevant business or food industry experience who are eager to be hands-on in their operations. Mattes, a 20-year veteran of franchising, noted, “Brands thrive when franchisees are actively involved.”
Community engagement remains central to Magnolia’s philosophy. Lloyd added, “Supporting local soccer teams or school bake sales creates bonds that bring people in for life’s celebrations. In America, we love to celebrate everything with sweets, and Magnolia is part of that tradition.”
With this strategic move, Magnolia Bakery aims to deepen its roots in neighborhoods nationwide while maintaining the quality and charm that made it a beloved New York staple.
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