Having conquered the cookie world, Craig Pike is now starring in “A Number,” the first production from his new non-profit arts organization, That Theatre Company.
Having conquered the cookie world, Craig Pike is now starring in “A Number,” the first production from his new non-profit arts organization, That Theatre Company.
“I feel like Toronto has more ownership over the brand than I do,” said Pike, who opened his first Craig’s Cookies shop in Parkdale in 2018. “And the fact they care about small businesses shows it’s bigger than just the different flavours we have.”
Pike is especially proud when he sees someone carrying his signature pink box sealed with a heart-shaped Pride sticker. “It’s a treat to expose the queer community in a capitalist environment.”
Since your original cookie recipe is based on your mother’s, how much of a role does she play in your cookie-creating process?
She still shares her opinions on different flavours — she even said that my cookies are better than hers, which is really a sign that I’ve “made it.” My team invents new cookies all the time, and my mom and I have conversations about each of them.
Why do you continue putting Pride stickers on your boxes?
I used to put the cookies in brown paper bags and write “Craig’s Cookies” with a marker. When I switched over to packaging, the pink boxes were the ones that were available at the box store. Then we needed a sticker to close the boxes, and I saw a cute rainbow-heart one. We tried that during Pride Month, (and) people sent messages saying they loved it. Now it’s part of the brand.
You make cookies stuffed with Peppermint Patties, Nutella, peanut butter cups, and Snickers bars. What haven’t you been able to stuff into a cookie but want to?
I would love to put a piece of pizza in, but I think Public Health would have some questions. We were talking about putting in ramen the other day. We tried it out — it’s very, very unique.
ARTICLE CONTINUES BELOW
Craig Pike launched his food truck last October to cater events and serve communities in the GTA and beyond.
Brod, Doug
How have the pandemic and the city’s rising cost of living impacted the cookie business?
We’ve all seen quite a shift in the economy, especially over the last two years. We were a company that people came to for comfort and that’s continued throughout the pandemic and beyond. We try to keep our cookies accessible for everyone on any economic level, while also offering our workers great wages and benefits.
Do you plan to further expand beyond Toronto or go to different cities within the GTA?
We’re in the middle of franchising right now, which has helped the growth of the company and has given me the opportunity to be able to start That Arts Group.
How do you balance your arts career with your cookie business?
I make sure to sleep eight hours a night and eat as healthy as possible. Most importantly, I surround myself with people that are better, more creative and smarter than me. Everything I’ve learned through cookies I’ve been able to put into starting a theatre company. Putting money into the arts is something that makes me feel proud, along with providing employment for great artists.
ARTICLE CONTINUES BELOW
Craig Pike began delivering his cookies in 2013.
Brod, Doug
Why did you choose to get back in the arts, and why did you choose the play “A Number”?
I was an actor until the pandemic, when theatres shut down during lockdown. Then, I focused a lot of energy into Craig’s Cookies. Once the pandemic shifted to where we are now, I started That Arts Group. The play is in a really small, intimate space. You’re literally four feet away from the actors, and it’s only 55 minutes long. The play itself is interesting, looking at family dynamics, the role of science within our culture, and the lengths we go to protect our loved ones.
What about your connection to That Choir, a 16-member group that has two scheduled Mother’s Day concerts?
Just bringing people together to sing, whether it’s “Happy Birthday,” a small show or a huge choir. There’s something special about the collective spirit of singing together.
Anyone can read Conversations, but to contribute, you should be a registered Torstar account holder. If you do not yet have a Torstar account, you can create one now (it is free).
To join the conversation set a first and last name in your user profile.
Anyone can read Conversations, but to contribute, you should be a registered Torstar account holder. If you do not yet have a Torstar account, you can create one now (it is free).
To join the conversation set a first and last name in your user profile.
Sign in or register for free to join the Conversation