We recently connected with Deanna Lester and have shared our conversation below.

Hi Deanna, thanks for joining us today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

One of the biggest challenges to profitability in the world of custom sugar cookies is being able to actually charge what they are worth. Many customers are sticker shocked at first when they are quoted upwards of $50-$60 per dozen for sugar cookies but it’s important for us to make sure we are charging appropriately. As a custom product, these cookies can take anywhere from 4 to 6 hours when done correctly. That means that after paying for supplies and investing back into the business, most of us are only paying ourselves between $6-$8 per hour! Couple this with big box stores charging much less for their cookies, and the saturated market of cookiers post-COVID and it can be difficult to build your clientele base. The best course of action is offering a superior product and doing so consistently. Customers do eventually realize that sometimes you get what you pay for, and sometimes it’s worth it to invest more money into those Instagram and Pinterest-worthy cookies!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Deanna Lester and I’m the owner of Panther City Cookie Co. I started learning the art of decorated sugar cookies during my journey through infertility and IVF as a way to preoccupy my time and supplement some extra income. I now offer many different varieties of cookies, from sugar cookies to gourmet drop cookies and cookie cakes! I operate out of my home as a cottage bakery and absolutely love creating delicious treats for others to enjoy at their special events. My husband and I were blessed with a son back in April of 2024 and I am lucky enough to have the ability to grow Panther City Cookie Co. into a full time business so that I’m able to stay home with our son and be the best mother I can be. I am so proud of the Panther City Cookie Co. brand that I am creating and I love connecting with customers who are just as excited with the final products! My favorite part of what I do is building lasting relationships with my customers. There is nothing more rewarding than being chosen for someone’s baby shower, then first birthday, second, and so on. If you’re looking to find a cookier who wants to grow alongside your family and who doesn’t mind you being an integral part in the design process for your celebration, I’m your girl!

What’s been the most effective strategy for growing your clientele?

Learning how to photograph my cookies for social media has been the most effective strategy for growing my clientele. It’s true, what they say, about how we eat with our eyes first! It’s important in my industry to create food art that entices you to want to work with me for your events. Making sure the image is bright and the intricate details are highlighted is also important. The goal is to catch your attention and get you to stop scrolling long enough to have you follow me on social media. That way I’m able to show you what I can do, and when you need cookies for your next party you already have all of my information!

What’s been the best source of new clients for you?

Word of mouth will always be my most important growth strategy. I do my best to follow up with customers after their event and gather their feedback. I usually ask for a Google review, as well. Customers feel better with coming to you for their needs when there are reviews of other satisfied customers. Additionally, creating a great product is just as important. Many of my customers come to me after trying my cookies at other events. All of my cookies have my business information on the back so that people are easily able to find me online and create orders for themselves. These are the best ways I grow my customer base.

Contact Info:

• Website: https://www.panthercitycookieco.com
• Instagram: Panther City Cookie Co.
• Facebook: Panther City Cookie Co.
• Linkedin: Panther City Cookie Co.