Magnolia Bakery arrives in Utah, with more locations to come
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Magnolia Bakery in Holladay. Photo: Kim Bojórquez/Axios
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.
🍌 Kim's thought bubble: I'd never thought much about banana pudding before visiting Magnolia Bakery, but after trying its version, I may need to keep it stocked in my fridge.