Franchising
UK's Floozie Cookies ready to win the 'Cookie Conundrum'
Canadian-born pastry chef Kimberly Lin is confident that her 100% vegan-stuffed cookie concept, launched in 2020, takes the (cookie) cake.
April 25, 2023 by Cherryh Cansler — Editor, FastCasual.com
There always seems to be a food concept that is hot in the fast casual industry. First, it was the Better-Burger Battles, followed by severalfast casual pizza joints taking credit for inventing the "Chipotle of pizza category," which eventually led to Breakfast Wars and the "Chicken Sandwich Wars" spanning restaurant sectors from QSR and fast casual to family dining.
Considering the global cookie market is growing at a rate of 5.3% annually and is expected to surpass $44 billion by 2025, it's safe to say we are entering the "Cookie Conundrum." The desserts have also received mainstream media attention thanks to the recent trademark disputes made by Utah-based Crumbl against Dirty Dough's and Crave Cookies, which have sparked social media debates over who has the best fancy cookie.
Canadian-born pastry chef Kimberly Lin is confident, however, that Floozie Cookie, a vegan-stuffed cookie concept she launched in 2020 in London, takes the (cookie) cake, and she's tapped franchise developer Oakscale — in partnership with agency TGP International — to prove it.
Together, they plan to open 100 Floozie Cookies across North America with the first under development in Southern California. The four-store chain, which also has a pop-up store at Harrods in London, has locations confirmed for Egypt, Saudi Arabia and the United Arab Emirates. The menu consists of seven standing cookie options, a monthly limited-edition special and a variety of ice cream sundaes, shakes and hot chocolates.
"While Floozie Cookies started out as a passion project during the pandemic, it's been nothing short of incredible to see the brand take on a life of its own with international expansions and a loyal following of vegan cookie fans behind it," Lin told FastCasual via email. "I'm thrilled to continue growing our footprint working with new partners internationally, and continue developing the brand."
Joshua Kovacs, founder and CEO of Oakscale, partnered with TGP because of its history of turning food and beverage brands into successful restaurant concepts.
"(It) has made great strides with Floozie Cookies in England and other international markets," he said. "We excel at selling franchises in the United States. By combining our efforts, we can build on the great foundation that Floozie Cookies has established overseas and bring an exciting new offering to cookie-loving consumers and franchise investors seeking an out-of-the-ordinary concept."
Ryan Durishin, who spent more than a decade at Fransmart, is leading Oakscale's efforts to develop Floozie in North America. Kovacs worked under Durishin in the past and said adding him to the team will allow Oakscale, whose success has largely been with non-food franchises, to expand effectively into the food and beverage segment.
"Consumers are always looking to try unique concepts, and we believe the outstanding concept that Kimberly has created will do very well throughout the country," Durishin said.
Creating Floozie cookies
Although Floozie is Lin's first concept, she's no stranger to the dessert scene, honing her pastry skills in some of London's most acclaimed kitchens, including Claridge's, Corinthia London and Dominique Ansel Bakery. Lin launched Floozie as part of Game Changers Investments, a London-based investment company, in London's Covent Garden and at Expo 2020 Dubai.
"There are a couple of reasons why cookies became my focus," Lin said. "Working at many high-end, luxury establishments from hotels to restaurants and bakeries, we would spend endless hours creating beautiful product. I thought, 'Can a cookie give as much or even more eating pleasure and joy as a petit gateau? Can I reduce the amount of time we are spending at work yet still produce a fantastic product?' The answer was, 'Yes.'
"I believe sometimes cookies actually provide more eating pleasure due to nostalgic factors and accessibility. Everyone knows what a cookie is and probably has some pleasant memory associated with eating cookies, whereas only a select few can reminisce about enjoying, say, a delicate macaroon."
Another reason Lin was interested in cookies was the low labor costs compared to higher-end concepts.
"I've never worked in a luxury/fine dining or high-end establishment with fewer than eight pastry chefs," she said. "Usually, that number ranges from eight all the way up to 25. Many of these kitchens were working 24 hours a day as well. These are extreme examples, but also not uncommon. I feel to make a living/profit from a typical bakery/patisserie set-up is quite difficult."
Lin had been working with TGP International Founder and Chairman Simon Wright several years before Floozie and Game Changers Investments were born, which led to their partnership. Unlike many founders, Lin wasn't hustling to find investors.
"I can't really give a lot of advice on attracting investors; I didn't set out looking to open something on my own," she said. "(But) when launching your own brand, never compromise on your principals or the fundamentals of your product/brand. Stick to your guns and be tenacious when you have to be. But there is also taking on feedback, positive and negative. Without either you will never grow the brand or yourself."
Making space for female chefs
It's no secret female chefs aren't as prevalent as male chefs, but Lin is seeing that change.
"In London especially, there are a lot more women chefs, but it is still heavily male-dominated," she said. "I think it's a bit of a snowball effect. When there aren't any female chefs in the kitchen it can be quite intimidating entering that sort of space, but if there is one, then it can build slowly.
"But the way the kitchen is run from the top plays an enormous roll in how the kitchen functions with male and female staff. If the leader doesn't hire based on gender and treats everyone as equal, it tends to filter down through the ranks. Of course, that isn't always the case. I've had head chefs who viewed all the chefs just as a chefs, neither female or male. We were all there just to do our jobs. And yet more junior staff felt they were better or more entitled due to being male."
That being said, Lin doesn't have advice, specifically, for female chefs.
"It goes for everyone," she said. "My advice is, work hard, show up and do the time. Listen, watch and learn. Never stop asking questions, question why something is done a certain way, can you work more efficiently and achieve the same results and continuously strive to be just a little bit better the next day. Lastly, which might be the most important, EAT. Chefs can't live on coffee alone. Eat."
About Cherryh Cansler
