Utah’s first-ever Magnolia Bakery opened Monday in Holladay to a line stretching out the door.
Why it matters: The New York City-based chain is eyeing rapid expansion in the Salt Lake Valley, with four more stores planned over the next three years, executives told Axios.
The big picture: Utah, the land of dirty soda drive-thrus and gourmet cookie shops, is well known for its affinity for sweets.
- And true to form, the Holladay store is the chain’s only location with dirty soda offerings, like Banana Fizz and Raspberry Cola Float.
What they’re saying: “Why not Salt Lake City?” CEO Nathan Louer told Axios on what attracted the company here. “We’ve been delivering fresh Magnolia Bakery products all over the country … and Salt Lake is one of our top demand markets.”
- Louer said the company looks for markets with strong tourism, healthy business environments, a sense of community and established residential neighborhoods. Salt Lake, he said, checks all those boxes.
- Chief baking officer Bobbie Lloyd also has a personal connection to Utah. Her lifelong best friend lives in Salt Lake County, which she has visited repeatedly over the years.
Zoom in: The bakery is best known for its banana pudding and other scratch-made classics, including cupcakes, cookies and cakes.
- Lloyd said some recipes had to be adjusted because of our high elevation — nearly 5,000 feet above sea level.
State of play: The Holladay bakery is the company’s first U.S. franchise location.
- Franchisee Kirk Schneider, who used to own the state’s largest Subaru dealership, in downtown Salt Lake City, calls his foray into the food business “a pure act of chance.”
- Schneider, who was already a fan of the bakery, told us that he and his wife met Lloyd, then the company’s CEO, during a 2024 biking trip in Ireland and stayed in touch.
What’s next: The Schneider family plans to open a second bakery this fall at Foothill Village in Salt Lake City…