In the RBA Member Spotlight series, we'll be profiling valued members of the Retail Bakers of America community.

This week, we're looking at Floriole Cafe & Bakery in Chicago, Illinois. Following her graduation from California Culinary Academy in San Francisco, owner Sandra Holl landed an externship at Tartine Bakery and continued to work there for the next two years. In 2005, she and her husband Mathieu started Floriole as a stand at Chicago’s famed Green City Market, where for nearly 5 years it sold rustic, French pastries in a small tent. The dream of a brick-and-mortar space came true in 2010 when Floriole opened its beautiful cafe and bakery in Chicago’s Lincoln Park neighborhood.

Get to know Sandra Holl and Floriole Cafe & Bakery more below.

How many years have you been in business?

Floriole: I've been in the B&P business for 20 years. 

What made you want to get into the baking industry/why are you passionate about baking?

I started in culinary school but quickly realized that my heart was in baking. I realized that I'm a morning person and late nights in a restaurant were not a good fit for me. 

What are your top-selling products/what product do you consider to be your specialty?

Our top selling product is our "Parisian" sandwich - 1/2 baguette slathered with butter and grainy mustard, ham and gruyere cheese. People just can't seem to get enough of this simple and delicious sandwich. 

We are known for our laminated pastries and seeded sourdough. 

What do you see trending in the industry?

Customers have more interest in whole grains and are looking for products that are nutritionally dense and delicious.  

How has your RBA membership made a difference in your business?

I'm a very new member, but I was happy to send two of our bakers to the choux puff/lamination class in Chicago last month (August 2023).

What have you learned from customers over the years?

Customers love nostalgia and comfort. While it's fun to be creative and push the envelope, the majority of people want simplicity.  

What are your plans for the bakery in the coming years (expansion, digital, new offerings, etc.)?

We are committed to being a little better each and every day.  

What do you look for when hiring staff?

We look for different qualities depending on the position we are trying to fill, but for all people who join our team, we are looking for people who are hungry to learn as opposed to people who have all the answers. We want our team to be more concerned with getting it right than being right.  

What would you have done differently in starting your business/what do you wish you could tell your past self when starting your business?

Everything can and will break at the most inopportune moment. Budget for repairs, keep up with preventative maintenance, and create redundancy where you can afford it.

Interested in learning more about becoming a member of the Retail Bakers of America? Click here.

Current RBA members, email Marlene O’ Connell (marlene@retailbakersofsmerica.org) to learn how you can be featured in an upcoming member spotlight.