Alright – so today we’ve got the honor of introducing you to Katie Passo . We think you’ll enjoy our conversation, we’ve shared it below.
Katie, looking forward to hearing all of your stories today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.
I want to make the best donuts you’ve ever had by using specially-selected ingredients – local, farm fresh eggs and butter; family-owned, midwestern organic flour; and nothing artificial! I work with local producers and partners because there are so many great farms in Ohio and I want to support other small businesses. Plus, the ingredients taste better and make our donuts taste better!
Katie, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m Katie Passo, creator and head donut lady at Rose Dough Donuts – which stands for our risen, puffy dough + my middle name, after my great-grandmother Rose. I grew up in Columbus baking with my mother and grandmothers and loved that special time together, plus getting to eat something sweet at the end. I also distinctly remember riding my bike to Dunkin’ Donuts to get some Boston Creams…at least I also got some exercise! Fast forward to 20 years living in Chicago, a career as a PR exec…and a pandemic…this donut lover started making donuts at home and dreaming of the future. After a year of isolation, my husband and I (and our two small pups) moved back to Columbus to be closer to family and make our donut dreams come true. I’ve been an avid home baker, cake shop intern, and have a certificate from the French Pastry School’s “Intro to Pastry Arts.” I want to make the best donuts you’ve ever had by using specially-selected ingredients – local, farm fresh eggs and butter; family-owned, midwestern organic flour; and nothing artificial! Clintonville is home – and we’re committed to donating each month to the Clintonville -Beechwold Community Resources Center. As we grow, our donation will too. We look forward to making you happy through donuts!
What do you think helped you build your reputation within your market?
Being real and authentic- and making a really good product! Columbus is not short on good donut shops – but I thought there was a niche for us for the kind of donuts we wanted to make – really focusing on the Dough and offering three different kinds of donuts not readily found. Connecting with other bakers and makers has also been immeasurable. Having other local pros try and endorse our donuts not only meant a lot to me personally, but also let me know we were on to something with our idea.
How did you build your audience on social media?
Social media is all about great photos and story telling – well, and also trying to win with the algorithms:). I started my business on social media and it is also our primary source for sales. I started by documenting and sharing our recipe development journey – and also offering giveaways so people could try our donuts before we even launched. I wanted to try and build up some interest and following before we even sold any donuts to tell our story and get people excited about ordering. It’s important to me to always have a great photo and I usually share a story around each flavor I create. Also, investing in paid boosted posts has been crucial for reaching more people – because usually only less than 5% of fans actually typically see your content.
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Image Credits
Katie Passo/Rose Dough Donuts