bake - March 2013 - 37

“I had two master’s degrees and couldn’t ﬁnd a job,”

Chicago style

she recalls of that frenzied time. “I had to start making

In a very different part of the

money. The idea just snowballed from there.”

country, but in a very similar
fashion, hairstylists-turned-bakers

So Moriarty started pedaling donuts — literally.

Tracey Gustave and Jenna Kockler
are shaking up the Chicagoland

First, they rented kitchen space to fry their own

with their own style of sweet treats

donuts and went to work on devising creative ﬂavor

from their newly formed business,

combinations that might catch on with the crowds.

Bad News Baking.

Featured ﬂavors include maple bacon bourbon,
pomegranate lime, chocolate poppy seed, and

Gustave and Kockler met eight

hibiscus cinnamon. “My dad’s a chef, and I always

years ago and got a job at the

loved to bake,” Moriarty says. “I guess I’m a natural.”

same hair salon, Sine Qua Non.

Tracey Gustave of Bad News Baking likes

They eventually started baking

to experiment with ﬂavors like craft beers

What followed was a trip to city hall to determine

their own “super elaborate” sugar

and Bailey’s liquer.

how their business would be categorized. “They

cookies for Halloween parties and

decided to treat us like a food truck,” she says.

saw an opportunity to work together as business entrepreneurs.

“Once we got all our licenses and permits, we started
looking for events.”

And if the path blazed by other trend-setting newcomers like Monuts
Donuts is any indication, Bad News Baking will be enjoying plenty of

Fortunately, Durham enjoys a huge “foodie” following,

good news in a short amount of time.

and food truck events are aplenty. For example, on
Jan. 27, a Food Truck Rodeo at Durham’s Central
Park attracted thousands of locals (and many from
neighboring states) who chowed down on Monuts
Donuts and other goodies served up by 42 food truck
vendors. “We sold close to 100 dozen donuts in two
hours,” Moriarty says.
The tipping point for the two young entrepreneurs
came last June when they were approached by an
investor looking to help them grow their business.
Until that point, Moriarty had been pedaling the
yellow trike around Durham, selling as many as 80
dozen donuts on a Saturday morning, as the business
started to hit its stride.
By late February, they opened the retail storefront
(1,400-sq-ft) in downtown Durham, where they’ll
produce and sell 15 ﬂavors of donuts every week, with
plans to continue rotating the ﬂavors by the season.
Now the looming question is will Monuts Donuts retire
the yellow trike?
“I’m sure we will ﬁnd some way to use it,” Moriarty
says. “Our trike has a special place in our heart. It was a
cool way to put our product out in front of customers.”

bakemag.com | MAR 2013 > 37

http://www.bakemag.com

bake - March 2013

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