Or, why there are fewer options than you might expect
If you’ve ever looked at a bakery menu and wondered why there are so many choices, you’re not alone.
If you’ve ever looked at ours and wondered why there aren’t, that’s intentional.
Early on, it became clear that the hardest part wasn’t coming up with ideas. It was deciding what didn’t make the cut.
There are a lot of good cookies. A lot of good cupcakes.
But “good” wasn’t the goal.
Every item on the menu had to meet a different standard. It had to be something Ann would go out of her way to eat. Something she would remake multiple times until it was exactly right. Something that held up not just once, but every time.
That narrowed things down quickly.
There were versions of recipes that were close. Almost there. Not quite right. Those didn’t make it.
Some flavors were set aside for later. Others are still being worked on. A few, like the lemon, kept showing up in different forms until they landed where they needed to be.
That’s the part people don’t always see. The repetition. The small adjustments. The decision to stop adding and start refining.
What’s left is a menu that’s smaller than most, but built with more intention.
You don’t need a hundred options if the ones you offer are the right ones.
