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Morsels Bakery, Traverse City, Michigan
Morsels Bakery in Traverse City, Michigan is the brainchild of Misha and Jeff Neidorfler, a husband and wife team who have seen tremendous success since they opened in 2008, including being nominated for the past four years for the Traverse City Area Chamber of Commerce Hagerty Small Business of the Year Award.
They specialize in creating bite-sized pieces of deliciousness called “morsels” that are baked fresh daily and offered in a wide variety of flavors. Their first Morsels Bakery, located on a busy downtown main street, carried a full line of morsels, great coffees, breakfast dishes, sandwiches and salad. They also provided catering services; their morsels have become a familiar sight at many popular community festivals and activities, including the National Writers Series and Traverse City Film Festival, because they cleverly name their morsels after the guests (authors, filmmakers, celebrities, etc.) that appear at an event. Since then they have added two locations, one in Traverse City, and one in Boca Grande, Florida, with the same menu and many of the same services.
Their expansion has continued in other ways, too. Since opening in 2008, their average annual revenue has increased by 33%; and from 2008 to 2013, foot traffic has increased 315%, coffee sales increased 894%, food sales increased 1,300% (yes, that’s right, 1,300%), and the number of employees has grown from 6 to 17. Morsels net profit was 20% in 2013.
“While the morsels themselves are unique, what makes us stand out is our commitment to quality across the board with all of our products as well as our customer service and overall experience.” says Jeff Neidorfler. “We think about the consistency of our brand from advertising to packaging and from how we treat our customers to our level of community involvement. Our staff knows it, and our customers expect it. It's a wonderful challenge to try to exceed those expectations every single day!”
Early on Morsels took advantage of SCORE’s services and to this day they attribute much of their success to the valuable information and support they have received. SCORE mentors provided guidance with their business plan which led to the Neidorflers securing a $150,000 SBA guaranteed loan and a lease on their first building.
As growth opportunities and other issues arise, they continue to seek periodic input from SCORE mentors who have helped them with ideas, contacts and resources. The Neidorflers say they have come to view SCORE as their “business therapist”!