Discover the inspiring journey of how a 30-year-old entrepreneur built a multi-store bakery empire—and learn key steps to launch and scale your own food business.
The Rise of a Self-Made Baker
Five years after baking her first cookie, Abi Caswell now runs Batter, a two-location bakery in Louisiana generating seven-figure annual revenue. Her story is a powerful case study in how to turn a home baking side hustle into a successful small business, leveraging social media marketing, small business loans, and relentless perseverance.
From Hobby to Hustle: How It Started
After graduating with a business degree, Caswell worked full-time as an executive assistant while experimenting with baking at home. A single compliment on a cake she made for a friend sparked the idea to sell her treats. Noticing a gap in the local market for premium cookies—with chains like Crumbl not yet in her area—she decided to focus on artisan cookies as her niche.
She spent six months perfecting her signature chocolate chip cookie recipe, learning through trial and error. By sharing her creations on social media platforms like TikTok and Instagram, she quickly built a local following.
Taking the Leap: From Side Hustle to Full-Time Business
In 2022, Caswell left her corporate job to bake full-time, starting with a booth at a local farmers market. Selling out 500 cookies weekly confirmed the demand. To scale, she needed a small business loan. Despite initial rejections, she secured a $40,000 loan using her home as collateral—a common but risky step for many first-time business owners.
With that capital, she rented a storefront, purchased equipment, and hired a small team. Her first bakery in Hammond opened in November 2022.
Scaling the Business: Opening a Second Location and Expanding Product Lines
Within a year, Caswell paid off her loan and was drawing mid-six-figure revenue. In December 2024, she expanded with a second location in New Orleans to reach a larger market. Today, her bakeries sell over a thousand items daily, including cookies, cupcakes, cakes, and seasonal specials.
Caswell also recently launched a wholesale cookie mix sold online, with plans to place it in grocery stores—a move towards passive income and brand expansion beyond the bakery walls.
Key Strategies for Aspiring Food Entrepreneurs
1. Start Small & Validate Demand: Test your product at local markets or through pre-orders before investing in a brick-and-mortar location.
2. Leverage Social Media: Caswell attributes much of her early growth to organic content on TikTok, where she now has nearly 300,000 followers.
3. Secure Funding Strategically: Explore small business loans, local grants, or startup programs. Caswell worked with her local small business development center for guidance.
4. Adapt and Persist: “A lot of being a business owner is your tolerance for things going wrong,” Caswell says. Flexibility and resilience are crucial.
5. Understand the Commitment: Running your own business means being “never truly off the clock,” but it offers unmatched control and potential rewards.
Conclusion: Turning Passion into Profit
Abi Caswell’s journey from home baker to multi-store owner underscores that with a solid business plan, strategic funding, and strong online marketing, even a simple idea can become a high-revenue business. For anyone dreaming of launching a food business or turning a baking side hustle into a career, her story offers a relatable and actionable blueprint for success.
Ready to start your own business journey? Begin by validating your idea locally, building an online presence, and exploring small business resources in your community.
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