Alright – so today we’ve got the honor of introducing you to Sara Hayden. We think you’ll enjoy our conversation, we’ve shared it below.

Sara, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

I think sometimes we measure success by how many locations we have or everything we do. I’ve decided to be more purposeful in where my products are going to be. We are taking much closer looks at margins and net sales vs Gross. After a great run in grocery stores we realized how very little if any money we were making. So we had to make a very tough decision and stop that section of our business. More isn’t better if it’s costing you money!

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

Sara Hayden has a busy life. She’s a Wife to Chris for almost 25 blessed years, A Mom to Mason (22) Madi (20) Wyatt, Cody and Averi (18) They have been living in Oak Park Hts since 2001. After having a child with a disability, she plugged herself in with the Washington County Family Support Committee and was Chair for 1 year. Many years now has found Joy in Connecting with other parents who had children with special need, especially Down Syndrome. Sara was also one of three amazing women who created Valley Friendship Club here in Stillwater. In 2012, Sara was looking for employment after being a stay at home mom for 11 years. She’s been lucky enough to have created her dream job. In 2012 Sara founded the food company that would become Sara’s Tipsy Pies.
The opportunity presented itself though a family friend that owned a local bakery, who assisted Sara in creating her own pie company focusing on her mother’s amazing pie crust recipe. Sara’s mom had passed away just the year before and was known for her love of baking pies for everyone she loved. It was a driving point for Sara to carry on her Mom’s tradition.
Almost 10 years later you can find Sara’s Tipsy Pies Café in Stillwater Mn. Her pies can also be found at the Minnesota State Fair and other local events, at over 150 local grocery stores in the freezer section, at many wedding, catering events, and food service accounts. Every Sara’s Tipsy Pie is made with local beer, wine or spirits and as a result she has collaborated with many local artisan brewers, distillers, and wine makers.
In her “free time” she likes to spend time with her family as well as mentor younger companies and new vendors at the Minnesota State Fair. As with any small business owner her work is never done but she’s learning that work and life balance is very necessary in any successful business. It’s important to sit down and enjoy some pie!

Can you share a story from your journey that illustrates your resilience?

When Covid hit it was right before our biggest catering week Pi Day (3/14) ! Within hours of the state shutting down our phone starting ringing with cancelations of pie orders. We were lucky enough that most companies just told us to hold on to their money and when things opened back up they’d have us delivery. Now 2-3 years later we finally have delivered to all companies and have caught up on all the weddings. It was a scary and exciting time. We also had to think fast on our feet. I gave my staff the options to work or stay home . Only three of my staff felt comfortable working. So we had to totally pivot. We got rid of tables , brought it local artisans who lost their events such as farmers markets. We sold their items in our cafe. It helped us both. We opened my mom’s favorite cookbook and made the most comforting desserts we could find. We also offered meal packs of pies. We luckily were open the whole time.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

Probably the best stroke of luck I had was with the Mn State Fair in 2015. Most people wait 5 years to get into the Fair. I was lucky enough to get in only 6 weeks from applying. Never did I think I’d get in and I wasn’t anywhere near ready to deal with that volume. I figured in 5 years id be ready!! But when I got the call (which I thought was one of my friends pranking me) the only thing I could do was JUMP! I called my most loyal hard working friends and came up with a production plan. When opportunities like this come to you the only options is to RISE! This was a game changer for my little company.
That first year we sold 800-1500 pies per day for 12 days straight. It was the most amazing, addictive environment I’ve ever experienced. There is this amazing pride I feel knowing I’m a part of the greatest 12 days in Mn.

Contact Info:

• Website: sarastipsypies.com
• Instagram: tipsypies
• Facebook: Sara’s Tipsy Pies
• Linkedin: Sara’s Tipsy Pies LLC
• Twitter: Sarastipsypie
• Youtube: Sara’s Tipsy Pies
• Yelp: Sara’s Tipsy Pies
• Other: Pinterest is Sara’s Tipsy Pies

Image Credits
EyeSpy Phtography Moxie & Drive Marketing