FranchiseU! Episode 113: Inside Magnolia Bakery

Success, Expansion and the Art of Baking with Bobbie Lloyd and Jason Mattes

In this episode of FranchiseU!, host Kathy Gosser welcomes Magnolia Bakery Chief Executive Officer and Chief Baking Officer Bobbie Lloyd and Vice President of Domestic Franchise Development Jason Mattes. Lloyd shares her early passion for food that led her to culinary success and her innovative role at Magnolia Bakery, and Mattes discusses his accidental yet fruitful path to franchising and his vision for expanding Magnolia’s iconic brand. The episode delves into Magnolia Bakery’s international success, the launch of domestic franchising and the strategies for maintaining the quality and charm that define the brand. Lloyd and Mattes also provide insights into grand openings, training and the essential qualities they seek in franchisees, all while reflecting on their proudest career achievements.

Lloyd is a seasoned and recognized industry expert with over 35 years of experience as a chef and owner. She has been the driving force of Magnolia Bakery for over 19 years, playing an integral role in expanding the brand across retail bakeries, nationwide shipping and CPG.

Mattes has more than 20 years of franchising development experience across a broad spectrum of sectors, including retail, home furnishing, pet care health & wellness and more. Prior to joining Magnolia Bakery in February 2025 he lead US franchising for the Vitamin Shoppe.

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