Twice Baked: A Story of Sweet Resilience and Entrepreneurial Spirit in Novato
Have you ever wondered what it takes to turn adversity into triumph? Meet Katie and Theresa, the remarkable duo behind Twice Baked, a Novato bakery with a story that’s as heartwarming as their delicious treats. Their journey, a testament to resilience and the power of human connection, is more than just a business story—it's an inspiration.

From Baking Friends to Cancer Sisters: A Bond Forged in Fire
"Baking made us friends, cancer made us sisters," says Theresa, encapsulating a bond that goes beyond business. Their story began with a simple Instagram connection. Theresa, already running a permitted home kitchen, reached out to Katie, a recent California transplant, welcoming her to the Novato baking community. Little did they know, their shared passion for baking would soon be overshadowed by an even more profound connection.
In December 2022, Theresa was diagnosed with stage three breast cancer. Shortly after, Katie received the same devastating news. "It was crazy," Katie recalls. "We discovered we were going to the same breast facility. We had almost identical cancers, same stage and even the same oncologist." This shared experience forged an unbreakable bond as they navigated chemo, radiation, and surgeries together. This incredible connection, born from adversity, is the heart of Twice Baked, a bakery built on strength and shared passion.

From Home Kitchens to Pop-Up Success: The Birth of Twice Baked
As their health improved, Katie and Theresa began to dream of baking again. "We were talking about, you know, if and when we were going to go back to baking, and we were just kind of like, what if we did it together?" Katie explains. The decision was natural—they did everything else together, after all.
However, the limitations of cottage bakeries quickly became apparent. They couldn’t hire employees outside their households, faced sales caps, and couldn’t operate a food truck. A commissary kitchen was the answer. Serendipitously, a friend offered them kitchen space at Wicked Slush in Novato. And so, Twice Baked was born.
Initially, a food truck was the dream, but they soon realized the benefits of pop-up events. "We'll just announce on social media a date and a time at that location, and then people show up and come buy stuff," Katie describes. This model allowed them to connect directly with their community, offering a variety of treats like cookies, blondies, brownies, cupcakes, cheesecake bars, and their popular cinnamon rolls.
Baking Up Success: Lessons in Community and Smart Pricing
Twice Baked's success isn't just about delicious baked goods; it’s about community engagement. They actively seek customer feedback, running polls on Instagram and offering coupons to local schools. "We’re trying to involve the community," Theresa says, emphasizing the importance of connection.
One of the biggest lessons they learned was the importance of strategic pricing. "Pricing is a tough one," Theresa admits. "We just kind of slapped prices on the first week and went for it." Realizing the need for a more structured approach, they created a detailed spreadsheet to calculate costs and ensure profitability. This meticulous planning is a key takeaway for any
aspiring food entrepreneur.
Twice Baked: More Than Just a Bakery
The name “Twice Baked” is a clever nod to both bakers and their shared experience with radiation. It’s short, catchy, and memorable—perfect for building a brand. Their unique story and high-quality baked goods have quickly made them a local favorite in Novato.
While farmers markets were initially on their radar, they’ve found success with pop-ups. "It's been a lot of work to do these pop-ups, and they're right there on location where we're baking, so that is easier to get set up," Katie explains. For now, pop-ups allow them to focus on quality and customer interaction.
Actionable Insights for Aspiring Entrepreneurs
Katie and Theresa's journey offers valuable lessons:
Find a Partner: "We complimented each other really well," Katie says. Partnering with someone who has complementary skills can make the entrepreneurial journey less daunting.
Embrace Community: Engage with your audience and listen to their feedback. Use social media to connect and build relationships.
Plan Strategically: Don’t underestimate the importance of detailed planning, especially when it comes to pricing.
Be Adaptable: Be prepared to pivot and adjust your plans as needed. Flexibility is key to success.
Turn Adversity into Opportunity: Challenges can lead to unexpected opportunities and stronger connections.
A Sweet Ending and a Bright Future
Twice Baked is more than just a bakery; it's a symbol of resilience, partnership, and community spirit. Katie and Theresa’s story reminds us that even in the face of adversity, we can find strength and success. Their delicious treats and inspiring journey are a testament to the power of human connection and the sweetness of perseverance.
If you’re in Novato, be sure to check out their next pop-up. And if you’re an aspiring entrepreneur, remember that with passion, planning, and a little bit of sweetness, anything is possible.
To reach out to Katie and Theresa, you can reach them here: https://www.instagram.com/twicebakedmarin/
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