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

Floriole Café and Bakery, a cornerstone of Chicago’s Lincoln Park neighborhood, started as a humble 10-by-10 tent at the Green City Market nearly two decades ago. Founder Sandra Holl dreamed of crafting rustic, French-inspired pastries, which grew into a thriving brick-and-mortar business in 2010. Today, Floriole’s menu features not only pastries but also bread, sandwiches, and salads, all created with a commitment to sourcing the best local and sustainable ingredients.

Reflecting on Floriole’s journey, Sandra shared: “We’re turning 20 years old, and it’s been incredible to see how far we’ve come. When we moved to Chicago from San Francisco, we noticed a lack of the farmer-driven bakeries we were accustomed to. Over the years, the city has embraced more diverse and innovative culinary offerings, and Floriole has been a part of that transformation.”

Adapting to Change

Over the years, Floriole has continuously evolved, particularly in response to challenges like the COVID-19 pandemic. Sandra explained, “Before the pandemic, we operated seven days a week, offered wholesale products, and ran a large menu. But the pandemic forced us to reevaluate. We scaled back to focus on what we do best: high-quality, fresh products served directly to our customers. Today, we’re open six days a week with streamlined hours and a simplified menu. This approach has not only improved efficiency but also strengthened our connection with the community.”

Floriole’s current menu highlights thoughtful simplicity. Popular items include their Parisian sandwich, homemade quiches, and seasonal soups. “We’ve found that less is more. For example, we prepare 50 Parisian sandwiches daily, and they sell out quickly. Our customers appreciate the care and consistency we put into every item,” Sandra said.

Behind the Scenes at Floriole

Floriole’s kitchen is a hub of creativity and efficiency. Recent upgrades, like a new proofer and retarder, have enhanced their operations, allowing bakers to start at a reasonable hour and have everything ready first thing in the morning. Sandra noted, “We’re exploring additional equipment, like a double-stack convection oven, to further support our team and improve capacity. Every step forward helps us refine our craft.”

While operational improvements are crucial, navigating regulatory requirements remains a challenge. “The Chicago Health Department’s regulations can be frustrating. For instance, we had to install a plastic barrier in our dough preparation area and are working through requirements for a new hand sink. Despite these hurdles, we remain committed to maintaining a high standard for our products and workspace,” Sandra shared.

Building Community and Education

As a relatively new member of the Retail Bakers of America (RBA), Sandra values the sense of community and access to resources the organization provides. “I joined the RBA to connect with other bakeries and access learning opportunities for my team. It’s been wonderful to offer employees classes that foster growth and development,” she said.

Sandra is also a strong advocate for RBA’s initiatives, including bakery tours and business roundtables. “These events are invaluable. Touring other bakeries and engaging in conversations with peers sparks ideas and insights that can elevate everyone’s operations. We’re excited to see more of these events on the horizon,” she said.

Looking Ahead

Floriole’s future includes continued innovation and a focus on community engagement. Sandra is exploring new ways to connect with customers, from potential classes to enhancing the bakery’s offerings. “People love the idea of classes, but it’s more about the experience than taking home a curriculum. Whether it’s decorating cookies or learning baking basics, it’s about making meaningful connections,” she said.

When asked about personal projects, Sandra mentioned her interest in writing a book. “I’ve been working on a proposal, but publishers have suggested shifting the focus to home bakers. It’s something I’m considering, as I want to share my passion for baking in a way that resonates with a wider audience,” she said.

The Floriole Philosophy

At its heart, Floriole remains dedicated to creating honest, high-quality food. Sandra’s gratitude for the Green City Market, her team, and loyal customers shines through. “We’re so thankful for the support we’ve received over the years. It’s a joy to come to work each day and share our love for baking with the community,” she said.

As Floriole celebrates 20 years, Sandra and her team continue to embody the spirit of innovation, resilience, and community that has made their bakery a beloved Chicago institution.

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.