In the heart of the city, where community, colour and baked goods collide, Craig’s Cookies has become more than a place to get a sweet treat, it’s become a haven of inclusivity, love, and queer joy.
In celebration of Pride, Craig’s Cookies Owner Craig Pike is giving back to the queer community by donating 50 per cent of all its five locations’ cookie profits to mental health and social services provider Friends of Ruby during Pride weekend (June 27-29).
Earlier this year, the Toronto-based and non-profit organization facility was severely impacted by flooding, increasing the need for urgent community support.
“We’ve worked with Friends of Ruby over the last few years. They’re an organization that is definitely always in need,” Pike told Now Toronto.
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Pikes’ years-long partnership with Friends of Ruby stems from a desire to uplift, empower, and engage queer youth.
“Growing up as a queer youth when I was that age, so many years ago, I would have loved to have an organization like Friends of Ruby to be able to give support to me and my friends. So, I just think anything that can give or engage young people and empower young people, and any organization that is supporting young people I’m in full support of,” the entrepreneur said.
Partnering with the non-profit organization also means supporting their mission to increase a sense of confidence, self-esteem, independent living, and better mental health awareness among queer youth.
“We love Friends of Ruby. I think what they do is really, really great for younger queers,” he added.
PRIDE, PROGRESS, AND PAYING IT FORWARD
Celebrating, recognizing, and propelling the accomplishments of the 2SLGBTQI+ community is at the heart of Pride Month along with commemorating pivotal moments that paved the way for queer rights, including the Stonewall riots.
Pike says he’s proud of those who stood tall during the Stonewall movement, those who survived the AIDS epidemic and “were able to really do a lot of heavy lifting,” and those bold enough to be themselves all over the world.
“I always find that I’m proud of other people before I find Pride for myself. I’m really proud of how far the queer community has come.”
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But for him, Pride also means celebrating the opportunity to create safe spaces for others.
“Pride Month really has me reflecting on those kinds of things. Kind of where we’ve come from, where we are now and then.”
A COOKIE SHOP BUILT ON LOVE
Inclusivity is not just a part of the Craig’s Cookies brand, it is the brand.
Each location holds its doors wide open, welcoming staff from all walks of life by fostering a culture rooted in safety and belonging.
“I think it’s just as simple as just making people aware that everybody is accepted,” Pike said.
The meaningful philosophy is carefully baked into everything the company does, from rainbow-inspired window decals to staffing practices centered around community, safety, and acceptance.
Beyond Pride Month, the owner supports year-round practices that involve accepting applicants from all communities, providing staff with access to mental health resources, and remaining open and welcoming.
“My practices kind of reflect my ethos as far as acceptance and bringing people together.” Pike said. “[I make] sure that every store that opens, as we continue to grow, really holds onto that, for lack of a better word, vibe of bringing people together and accepting everyone, whoever comes into the space.”
IMPACT FROM NEWFOUNDLAND TO TORONTO
With every success lies a story of humble beginnings. Originally from St. John’s, NL, Pike moved to Toronto in 2004 to attend theatre school, and spent years in southwestern Ontario to practice his acting skills.
In 2013, Pike had the idea of selling cookies to his friends to pay his phone bill while taking a month off from work.
“I hopped on Instagram and Facebook to see if anybody wanted to buy some cookies, and I would deliver them on my bike in a brown paper bag,” he said.
Within the first month, Pike had sold 200 dozen cookies from his own kitchen, and for the next five years, he balanced acting with baking and cookie sales.
In 2018, the first Craig’s Cookies location opened up in a 350-square-foot storefront in Toronto’s Parkdale neighbourhood.
Since then, the company aims to impact people in a positive way beyond just yummy chocolate chips and goodies.
“At the end of the day, if a little cookie can create that impact, then why not offer that, you know, offer that impact as much as you can. So, as we continue to grow and open more stores, that’s a really important component: what impact are we having?” Pike added.
ONE PRIDEFUL BITE AT A TIME
During Pride Month, Craig’s Cookies features six unique flavours that change each year.
“We have a rainbow flag cookie that has like a rainbow candy strip through it,” Pike said.
This year’s Pride Mix also includes Confetti Queen, Krispie & Proud, Pride Brownie, and Pride, and features a brand-new cotton candy cookie.
The owner’s pick? None other than Cotton Candy.
“I would say my favourite would be the Cotton Candy. We’ve been able to achieve, like, a real close flavour to actual cotton candy. I also just love the colours of blue and pink. It’s a really beautiful looking cookie,” Pike said.
In honour of Pride, the company is launching a new merch line, including decorated T-shirts, tote bags, and mugs.
“We have merch now. So, we have this great kind of slogan that we’re using right now called ‘Eat Me.’ We have T-shirts that say ‘Eat Me.’ We have great mugs that say ‘Craig’s Cookies,’” Pike added.
