Food as Theater with Sons Donuts

Show Notes

Establishment of Sons Donuts

  • Discussion of reallocating space for production and storage.
  • Decision to handle layout and design internally for quick and affordable development.
  • Jim’s hands-on approach with construction and furnishings alongside his sons.

Distinct Customer Base and Offerings

  • Carrie and Jim discuss the unique coffee experience at Sons Donuts despite being next to Starbucks.
  • Cross-traffic with Starbucks customers.

Mountain Brook Location and Services

  • Offering full barista services in Mountain Brook versus simpler past shop offerings.
  • Carrie highlights the creative “milk bar” at Sons Donuts.
  • Jim’s satisfaction with the combination of high-quality espresso drinks and excellent donuts.

Business Transition and Logistics

  • Decision to operate a single location handling staffing and logistic challenges.
  • Use of equipment from Steel City Pops to minimize costs.

Business Evolution

  • Initial focus on brand establishment in Mountain Brook.
  • Introduction of popsicles after about a year at the new location.

Engaging Customer Experience

  • Discussion on the open kitchen concept and “food as theater.”
  • Sons Donuts’ visually engaging and shareable food elements.
  • Jim’s appreciation for customer engagement with food preparation.

Industry Challenges

  • The difficulty in the restaurant/small business landscape post-Covid.
  • Addressing labor costs, staffing turnover and logistical challenges.
  • Jim’s strategy of prioritizing hireable skills and good attitudes over experience.

Diversification and Catering

  • Over 50% of sales from catering, events and the food truck.
  • Collaboration between Infomedia and Watkins’ business.

Personal and Business Reflections

  • Jim describes the challenging period and eventual expansion that improved their quality of life.
  • The significance of capable people and management in success.
  • Transitioning from Steel City Pops and insights into the sale and difficulties therein.

Public Perception and Real Challenges

  • Discrepancy between real business challenges and public perception.
  • Importance of family, health and relationships.
  • Navigating rumors and misunderstandings.

Mentorship and Business Background

  • Jim’s transition from music major and worship leader to food business.
  • Nine-month informal business education at Dreamcakes Bakery.
  • Significance of learning from established businesses.

Find full show notes, including links mentioned in this episode, at carrierollwagen.com.

Carrie Rollwagen

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