Our pop-up at Square One Food District!

Square One District Kitchen Pop-up with Soft Dough Co.

I wasn't sure what to expect when I accepted the offer for a 16-day Square One pop-up. We have done pop-ups before, but oh my, this turned out way different. 

  • We sold 1,000+ madeleines, 900+ cake slices!
  • Our small but mighty team of 3 had 14+ hour workdays every day
  • We served over 1,400 of you

Every time Soft Dough Co. reaches a new milestone, it takes me a while to let it sink in. I think it's because I'm already thinking of what's next and what we could have done better (lots, trust me lol). But as I reflect on these 16 days, I realized how many of you came out to support us. Many visited multiple times, and we also made friends with folks working at the mall!

Soft Dough Co. Team at Square One Food District Pop-Up

Here are a few fun highlights: 

  • "Is this a sample? Can I try it?" People kept asking about our days-old display slices (they were actually frozen and coated in hairspray...LOL)
  • "She's famous!" A customer said this about me on his way out, referring to our blogTO feature (I could only hope to be Claire Saffitz one day!)
  • Keeping our enemies close: We were across from Uncle Tetsu, and their staff came over a few times to buy, well, our cheesecake haha 

That's a wrap for now. We're planning a December pop-up, so stay tuned on our Instagram!

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