LONGVIEW, Texas - A longtime East Texas favorite is entering a new chapter while staying true to the recipe that made it a community staple.
Fabulous Cookies, a beloved Longview bakery known for serving generations of customers, is now under new ownership after founder Jeff Steinmeyer retired. The business was purchased by longtime customer Jason Williams, his brother John Williams, and close friend Jason Holt, who say their primary goal is preserving the legacy that has made the bakery a local institution.
"I always told Jeff that if he ever wanted to sell, to give me a call," Williams said. "When he called in October and said he was retiring, we put our heads together and decided we could make it work."
Rather than reinventing the business, the new owners say they have focused on maintaining the quality and traditions customers expect.
"The biggest responsibility was don't mess it up," Williams said. "We didn't want to change anything about what Jeff had established here."
The most noticeable changes so far have been expanded business hours, allowing more customers to stop by for cookies. The owners are also testing Saturday hours during the summer to better serve birthday parties, weddings and other celebrations.
The demand became clear shortly after the transition. Ahead of a winter storm, the bakery extended its hours to allow customers to stock up. The response exceeded expectations.
"We did a little over 200 dozen cookies in about six hours," Williams said. "We had everyone here baking, and even Jeff said, 'That's crazy.' That's when we knew we were really doing this."
Looking ahead, the team hopes to expand the Fabulous Cookies brand without losing its hometown appeal. Plans include introducing carefully developed menu items and improving nationwide shipping so customers can receive fresh cookies within just a few days. They hope to have the enhanced shipping service available by the holiday season.
Keep it Clean. Please avoid obscene, vulgar, lewd,
racist or sexually-oriented language. PLEASE TURN OFF YOUR CAPS LOCK. Don't Threaten. Threats of harming another
person will not be tolerated. Be Truthful. Don't knowingly lie about anyone
or anything. Be Nice. No racism, sexism or any sort of -ism
that is degrading to another person. Be Proactive. Use the 'Report' link on
each comment to let us know of abusive posts. Share with Us. We'd love to hear eyewitness
accounts, the history behind an article.
(0) comments
Welcome to the discussion.
Log In
Keep it Clean. Please avoid obscene, vulgar, lewd, racist or sexually-oriented language.
PLEASE TURN OFF YOUR CAPS LOCK.
Don't Threaten. Threats of harming another person will not be tolerated.
Be Truthful. Don't knowingly lie about anyone or anything.
Be Nice. No racism, sexism or any sort of -ism that is degrading to another person.
Be Proactive. Use the 'Report' link on each comment to let us know of abusive posts.
Share with Us. We'd love to hear eyewitness accounts, the history behind an article.