Third Generation Ownership Keep Business All in the Family
“I’ve completed many wonderful years in the baking business…and I believe strongly that there is a tremendous future in it for all who apply themselves. Applying ourselves daily, with uncompromising quality and service, we make bakery…SIMPLY the best.”
These words were spoken by Sylvester Simon, the founder of Simple Simon Bakery in Appleton, Wisconsin. In 1966 he purchased an existing bakery, in the promise from his son Richard to carry on the family name in an industry and profession he spent his life devoted to. Forty-one years later, Sylvester’s words and his family’s dedication are the foundation on which Simple Simon’s business continues to build.
A Look Back
Sylvester Simon had the love of the industry running through his veins. He started as a dishwasher at Laux Bakery (later known as CJ Patterson) in Appleton during the depression to help support his family and continue his education. He worked his way through the ranks to production supervisor, salesman, and later general manager. In addition to his dedicated tenure in the local bakery, Sylvester served two terms as president of Wisconsin Bakers Association, and co-founded the cooperative bakers association locally, known now as Valley Bakers Association. Sy retired in 1961, however, maintained strong ties within the community, both to the baking industry as well as church oriented organizations.
But, the retirement was short lived, as Simon bought Bessler Bakery in 1966. Prior to deployment in the US Army, Sylvester’s son Richard shared with his father his personal dream of owning a full service bakery, sharing in the passion for the industry that Sylvester dedicated his life to. Sylvester ran the bakery until Richard’s return from service in 1969. With a play on words from the family name and the popular nursery rhyme, the current name, Simple Simon Bakery, was born.
Richard and his brother Bill worked for the next 35 years, building the business, riding out different economic swings and changes in the overall structure of the baking industry. They expanded the bakery to include two additional retail locations in Neenah and Little Chute, Wisconsin.
Richard retired in 2004, to pursue his religious calling and was ordained a deacon for a local parish. He and his wife Judy are still “helping hands” for the business, and one is bound to see them still rolling dough, baking pies, or bookkeeping.
All in the Family
Third generation owners, and brother and sister, Dawn Ebert and Scott Simon run the business these days. Both work out of the Appleton location. Ebert understudied her dad for 16 years, while Scott Simon came on board in 2000 as co-owner and head baker. Both worked for their dad while in high school.
Along with Scott Simon, Ebert said other family employees include her sister-in-law Jenny, and two aunts, Bobbi & June Simon. Jenny works alongside her family in all aspects of sales, maintaining the outlet stores, and bookkeeping.
Forty full and part-time employees work between the three locations. “With other family members and dedicated employees, some employed for 20 years, Simple Simon Bakery remains a thriving business and staple in the Appleton area,” said Ebert.
All About the Business
Simple Simon Bakery produces a full-line of bakery products that include recipes created by Sylvester Simon himself! The more popular items include doughnuts, cookies, pastries and breads. Primary production is fulfilled out of the Appleton location. “Working in that fashion, you can control the quality and produce a more consistent product,” Ebert said.
In addition to their line of pastries and breads, wedding cakes are also creating a name for themselves. “Lately, the bakery is rapidly becoming well-known for their wedding cakes, both in quality and appearance, offering newlyweds-to-be a vast array of options and services for an affordable price.”
“We had five times as many wedding cakes this year,” Ebert said, comparing to last year.
Simple Simon services its retail division’s three locations and also its wholesale division, which distributes daily to more than 100 regular businesses from Green Bay and all parts of the Fox Cities. In the works is a user-friendly Web site to display products, pricing, ordering methods and a photo gallery of products. The business will be at the fingertips of those in cyberspace.
Simple Simon’s business is dedicated to quality and customer service. The employees and past/current owners are also very involved in community organizations, nonprofit groups, and fundraisers. Their involvement in the community has decorated them with several awards for outstanding leadership and gained the respect of many local businesses, community foundations, the Governor, but most importantly, its customers.
Community Involvement is Key
Speaking of community involvement, Ebert echoes the sentiments and encourages her fellow bakery owners and WBA members to do the same. She said she has met some great people through the organizations she is involved in. “Nonprofit work is very rewarding, both personally and professionally. I learned that from my dad,” Ebert said.
Organizations Simple Simon Bakery is strongly involved with include Valley Bakers Cooperative Association (Ebert serves on the Board of Directors), Appleton Northside Business Association, Big Brothers/Big Sisters – Youth Mentoring (Ebert has a “little sister”), and Fox Cities Sibling Support Network.
The involvement works both ways – the organization benefits from the volunteer involvement and it’s a great way to get your business out in the community. “People are crazy if they are not involved in the community – it’s the best PR you receive, plus it’s very personally gratifying” Ebert said.
Being Your Own Boss
As we conducted this interview, Ebert was hard at work preparing cakes for that day’s orders. She had a chance to reflect on the rewards and challenges of running the business. Finding time for family was one big challenge, along with time management.
The rewards come through the customers. Ebert recalled a woman that was so happy with a birthday cake she ordered, that she cried tears of joy in the store. “To have such a positive effect in a customer’s life, it really shows you value them, almost like family” Ebert said. “When you work hard on an order and you get the call about how good it is, it’s all worth it. And making the customer feel so important for that moment; that is what makes them come back, for every important moment in their life.”
Some Parting Words
Ebert said that one thing she has learned in the business is she is one to learn from mistakes. And mistakes don’t have to be a bad thing. “Don’t be afraid to make mistakes,” she said. “Don’t be afraid to take that risk.”
Just the Facts: Simple Simon Bakery
Owners: Dawn Ebert & Scott Simon
Locations: Wisconsin Avenue (Appleton), Main Street (Little Chute), and Byrd Street (Neenah)
Phone (Appleton location): (920) 733-4351
On the Web: www.simplesimonbakery.com
email: 3simplesimonbakeries@gmail.com
Years in Business: Since 1966
Comments (0)
You don't have permission to comment on this page.