Uncrumbling The Cookie: A Lesson in Facing Adversity

A man’s quest to stay in business offers a lesson in facing adversity.

I’ve known Dan Messinger, the owner and operator of Bibi’s Bakery and Cafe and the Kosher Cookie Company, for more than a decade. Dan’s philosophical and practical approach to business during the Corona era can help all of us to weather this storm.

Approximately 1.6 million small businesses have applied for government assistance through the Small Business Administration’s PPP program. At least that many or more are now in significant financial trouble.

Everything from synagogues to stadiums are closed. Whole industries have either shut down or are reinventing themselves. ESPN is streaming Korean baseball. Almost everyone who runs a business, commercial or non-profit, is experiencing a radical transformation of how they are doing business. And have you seen the Taiwanese Baseball online?

Bibi’s is famous for its open-hearth oven, sabich sandwich, pizzas, and Middle Eastern breakfast specials. It’s one of the favorite breakfast and lunch locations on Pico’s Kosher Corridor.

When the stay at home order came, Dan quickly shifted his cafe to pick up and delivery. In response to the a slow-down in foot traffic, Dan created Shabbasket, a service to deliver Challah, dessert and more delivered to homes.

But selling challahs alone can’t keep a bakery and its employees in business.

To keep the business open, and adapt to the new reality, Dan tapped into a need for people to have projects to do at home. Bibi’s will provide the basic supplies, and you can make your own pizzas, challah, and cookies.

We have an old cliche, that when life gives you lemons, make lemonade.

In the world of baking, it means that you don’t have to just accept that “that’s the way the cookie crumbles.” Just because things are difficult, doesn’t mean that we give up.

We find new ways, news paths, and uncrumble the cookie.

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