Butter & Crumble: How Sophie Built San Francisco's Hottest Pastry Sensation

Rishi from Hotplate:

Can you tell me about how Butter and Crumble started?

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Sophie from Butter and Crumble:

Yes. Back in 2020, I was working in a restaurant and started baking on the side because I was really displeased with the cakes out there. That's when I conceived the idea of reinventing cakes to focus more on taste, flavors, and textures. Then the pandemic hit, and as the restaurant scene struggled, I started baking more to keep busy. Before long, the orders started pouring in, and the business took off.

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Rishi from Hotplate:

Wow. What a shot in the dark. Okay. What a philosophy. So how did you think about growing Butter and Crumble from the early days to now?

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Sophie from Butter and Crumble:

In the beginning, I scaled as needed to meet growing demand. Starting the business wasn't planned; I was just keeping up. My motivation remains the love for baking and delivering quality. Every scale-up aims to meet customer demand while maintaining our standards. Moving from a popup to a storefront was because our tiny kitchen couldn't keep up. Today, we've expanded our team to meet demand but still keep it small, aiming high in quality.

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Rishi from Hotplate:

I love that. It really tracks with the other bakers we work with. I think it's all about good quality. I saw that you explored different business models, starting as a popup and then opening your own brick-and-mortar. How did you land in your current format, being a shop but with pre-orders?

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Sophie from Butter and Crumble:

My approach to stocking the store was influenced by our popup days. Initially, when I focused on cakes, everything was pre-order and pickup, which minimized waste and provided scheduling regularity. Cakes remain pre-order and pick up due to their demand. Pastries expanded to include walk-ins but still rely on pre-orders, balancing customer needs and freshness. This approach helps us maintain product quality without overstocking.

Rishi from Hotplate:

So how did you build the loyal community that Butter and Crumble has today from scratch?

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Sophie from Butter and Crumble:

I was adamant about sticking to flavors and products I truly believed in, ignoring custom requests early on. This commitment built trust; customers know our products are thoroughly tested and of high quality. We continually innovate and reject customer requests to maintain our standards, attracting customers with new flavors and consistent quality.

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Rishi from Hotplate:

I love that. Is there a specific product that you make that was your claim to fame or something that customers come back for?

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Sophie from Butter and Crumble:

Funnily enough, the pistachio croissant was the first I made after training in Paris. Filled with our popular pistachio cream, it remains a fastest seller. On the savory side, the bacon egg and cheese has also become a signature item, born from experimental beginnings in our popup days.

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Rishi from Hotplate:

I love it. Can you share what marketing strategy has worked or hasn't worked for you so far?

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Sophie from Butter and Crumble:

Word of mouth has been significant, amplified by social media, where I maintain an authentic presence. Handling our Instagram personally allows direct customer interaction, which resonates well. Collaborations with influencers, however, didn't yield as expected, so we focus on product quality, packaging, and customer engagement for our marketing.

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Rishi from Hotplate:

That's amazing. How has Hotplate helped you run or optimize back-house operations?

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Sophie from Butter and Crumble:

Hotplate has streamlined our operations, especially during events and holidays with pre-order management and inventory control. The prep list feature ensures efficient production scheduling, vital with limited kitchen resources. It's been a game changer for us.

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Sophie from Butter and Crumble:

Yes! Another recent success was during a slower day when we quickly promoted pre-order boxes, and they sold out within minutes. Hotplate enabled us to notify customers directly, enhancing our responsiveness and sales. It was a great feeling to see such effective engagement.

Rishi from Hotplate:

As Butter and Crumble has grown in scale, how do you maintain a positive work environment for your team?

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Sophie from Butter and Crumble:

Our all-women team fosters a fun, empowering work environment where everyone takes ownership. Events like International Women's Day encourage team participation in product development, fostering a collaborative, hands-on approach.

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Rishi from Hotplate:

What advice would you give to a baker just starting out today?

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Sophie from Butter and Crumble:

Nobody has all the answers starting out; it's about trying, learning, and embracing failure. My background as a savory chef influences my experimental approach to baking. Encouraging bakers to experiment and adapt daily improves skills and builds confidence over time.

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Rishi from Hotplate:

This was amazing. Thank you. I appreciate it so much.

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Sophie from Butter and Crumble:

Thank you, Rishi. It's been a pleasure sharing my story.

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