It’s all about our hungry customers, says the mastermind behind Cracked Cauldron Spillings, a bakery that a mother-daughter team is breaking their backs to open in Oklahoma in five weeks. And they are using a blog to tell the story of where they are, how they got there, and where they are going.
It makes for fascinating, affinity-building reading. Stuffed full of great content, with stories of sourcing cheese from a local dairy farmer, naming their sourdough starters and the difficulties of funding a new business, the CCS blog is an addictive read. In fact, these two are canny enough to understand precisely the importance of storytelling.
Describing how they got there, “Moneybags” (the mother, whose house is on the line to finance the bakery), tells of what led to her and her daughter ("Manager") becoming homeless years ago, and what they want their bakery to do to help those who are homeless now:
The money earned at it will support us (of course! We may be bonkers, but we’re not stupid), support the business, and fund a homeless resource center. We won’t be accepting government money for this because government regulations will prevent us from helping the very people we feel most needs the help - the working homeless, the displaced homeless, and the temporarily homeless - people with no children, singles, couples, mostly.
So not only are they gearing up to run what sounds like a very tasty business, but that business has an agenda: to help the homeless. Moneybags and Manager are smart to realise how a blog can help them, and that they needed to find their niche in the blogosphere (I found them when they linked to my food blog, and I consequently linked to them there and now here. Gotta love that network effect.). I hope that they continue to blog as the business launches and grows. I, for one, will be pulling for them and checking back on a regular basis to see how they do - and already I want to go to Oklahoma City to check the bakery out in person. Who knows? I have made stranger, more unexpected trips as a result of blogging…