How Levain Bakery is leaning into treat culture through catering

Levain Bakery, a New York City obsession among cookie lovers, started as a bread shop 30 years ago. The famous gooey and crispy 6-ounce cookies came about by accident.The founders, Connie McDonald and Pam Weekes, were triathletes as well as bakers, and they developed an oversized chocolate chip walnut cookie to fuel them during training. Word got out about that cookie and lines formed around the block. Now there are several more cookie variations and many more Levain locations, stretching from New York City to LA, Boston, metro D.C. and Chicago. Donna Magen joined the company about two and a half years ago as senior manager of specialty channels. She recently expanded Levain’s catering arm, partnering with ezCater to reach cookie monsters in the workplace. Magen sees great potential in the burgeoning treat culture, where consumers are craving affordable indulgences—like cookies. But Levain is also going back to its roots, baking up breads, muffins, scones and the like to grow breakfast catering and other occasions. Listen as Magen talks about Levain’s growth strategies beyond its retail shops into nontraditional channels and how the bakery is preserving its legacy as it grows.