Tod Wilson
Somerset, NJ (USA)
Role(s):
Founder/Owner/Principal
Why Bake Inc.
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Startup
Location:
Somerset
Industry:
Food Service/Restaurant
Year Founded:
2002
Number Employees:
10-50 people
Description:
Why Bake Inc. is an emerging food concern that currently operates two retail bakery/cafés, Mr. Tod’s Pie Factory and Mr. Tod’s Coffee Shop, within the fast growing QSR (quick service restaurant) sector. The company’s wholesale unit distributes baked goods throughout the tri-state area and Pennsylvania under the label “Mr. Tod’s Pies”. In addition to its bakery cafes, the company also provides seasonal concession services at golf courses throughout New Jersey. In operation since May of 2002, companywide 2008 revenues will approach $1,000,000.
Over the past six-years, the company has built a reputation for creating excellent fresh baked pies, cheesecakes and fruit cobblers. In 2006, the Somerset County Business Partnership voted Mr. Tod’s Pie Factory as having the best desserts in Somerset County. Pete Genovese, a feature writer for New Jersey’s largest newspaper, the Newark Star-Ledger, in his recent book, “Food Lovers’ Guide to New Jersey,” called Mr. Tod’s Pie Factory one of the finest bakeries in Central NJ. The company plans to capitalize on its popularity and loyal following by opening additional 3 or more bakery/cafes over the next 5 years. The branding of Mr. Tod’s will continue as the wholesale unit aims to make Mr. Tod’s the first nationally recognized brand of sweet potato pie.
The company is led by Chief Executive, Tod A. Wilson, a 20 year veteran of the baking industry. Mr. Wilson is a graduate of the University of Richmond and brings a wealth of experience in sales and distribution, as well as production management.
In order to meet existing demand and maintain operational efficiencies, the company plans to soon relocate to a larger production facility. The new facility will serve as the CBF (central baking facility) and supply all retail cafes In addition to the new facility, funds will be earmarked for working capital and new store development.