Craig Pike is the visionary behind the Canadian cookie empire Craig's Cookies. As he prepares to grow the business beyond 16 locations — and potentially outside of Canada — he sat down with The Peak to talk about what’s worked so far, and what’s in store for 2025.
Are there any misconceptions about your work that you’d like to set straight?
That in order to be successful in any industry you need training or education in said industry. I formally studied theatre and music, and had no training in baking or business, but here I am, the owner of a cookie company.
How do you make the perfect cookie?
Love. Patience. Great butter.
What about building a great cookie business?
Celebrate what you’re good at while reflecting on what you’re not good at, and bring folks on board that are better than you to help execute your dreams. Keeping things simple is also important; it can be seductive to steer off course when times get hard.
What is your growth strategy for 2025?
One cookie at a time. I know that sounds banal, but it's true. A successful expansion is dependent on the integrity of the teams we get to work with.
What should business owners consider before expanding?
Why are you growing? Ego? Just because you can? Or is there a true want… and true need for growth? Does the community you serve want more of what you're offering?
What challenges do you expect to face in 2025?
I'd like to think about what opportunities there are. Which are endless, by the way.
Is there a book you’ve read recently that you’d recommend?
I loved A Little Life. It's provocative. Most people I’ve recommended it to don't like it, but they’ll spend hours talking about it. Impact is sometimes as valuable as loving something.
What is your bestselling cookie?
Right this second, it's Mars. Deliciously gooey, full of caramel, chocolate, and butter!
This interview has been edited for clarity and length.