Eating your feelings: Emily Hall softens the blow of heartbreak with the Breakup Cookie
The story of The Breakup Cookie begins with a lesson in letting someone down easy from creator Emily Hall.
"I was dating someone. We had been dating, not very long, and I decided that it wasn鈥檛 a good fit. And so, he came over on a Saturday afternoon," Hall said. 鈥淲e had plans to do something, but I just kind of stopped him in the kitchen. We sat down to talk and I handed him a cookie.鈥�
Hall was helping her soon-to-be ex-boyfriend swallow a bitter pill by washing it down with something sweet.
鈥淗e was eating a cookie, and I said, 鈥楾his just isn't going to work out.鈥� And he started to protest, to give me his reasons of why he thought I was making a bad decision,鈥� Hall said. 鈥淏ut he stopped himself at that point and said, 鈥楳an, this is a really good cookie鈥�.鈥�
Hall had given him something to chew on besides the demise of their relationship.
鈥淚 was like, I'm so glad you think so. And I had pre-made a bag of to-go cookies for him. So, I just handed him the bag and, sent him on his way and wished him the best,鈥� she said.
At the time, Hall was working at a coffee shop and just tinkering with cookie recipes for the store. She eventually left that shop and took a job as a food stylist for a magazine. The cookie and the breakup were behind her.
鈥淏ut then the pandemic happened. And everybody is at home with a lot more time on their hands and wondering what to do with that time. Wondering what is life and what am I supposed to be doing?鈥� she said. 鈥淎nd so, I started making cookie dough at home to sell to friends and family, just thinking it would be a seasonal thing.鈥�
What seemed at first like a half-baked idea took off as a lucrative business. Hall soon had to get commercial kitchen space to keep up with the demand for orders.
"I was branching out into needing employees and becoming an employer. And becoming a manager,鈥� Hall said. 鈥淭hese were all new things to me. Learning how to interact with wholesale markets and accounting. Every step along the way has been its own adventure.鈥�
By 2021, pre-made Breakup Cookie dough was available in Birmingham stores.
鈥淪o right now we have one flavor. We have the original Breakup Cookie. And that is a chocolate chip, sea salt topped cookie,鈥� Hall said. 鈥淚t鈥檚 made with three types of premium chocolate chips. And it comes with a bag of flaky sea salt for you to sprinkle on after the cookies come out of the oven."
The cookies can be purchased at six local Piggly Wiggly stores.
鈥淭he partnership that we were able to make with the local Piggly Wiggly chains has been a game changer,鈥� she said.
The cookies are also available in other local stores like Tina鈥檚 Market in Homewood.
"Partnering with other women-owned businesses here in town I have found a great support network of people who are doing something adjacent to what I'm doing,鈥� she said. 鈥淲e're not doing the exact same thing, but we're doing things that complement each other and finding opportunities to lift each other up.鈥�