The rise of Cheesecake Joy: A pandemic passion project turned solid startup 

The COVID-19 pandemic brought an end to countless projects and businesses throughout the Michigan area, yet for one Michigan resident, the shutdowns of 2020 birthed the beginning of new opportunity.  

Nancy Coulter, Scheduling Coordinator from Dakota high school, found herself longing for the decadent, delicious taste of cheesecake amidst the shutdown in 2020. But with many businesses and bakeries being closed, she decided to take matters into her own hands. 

Cheesecake Joy, a black-owned baking business, was founded by Coulter during the pandemic and has since reached commendable achievements due to the hard work and dedication of its owner. Outreach and support of loyal customers and family helped to reassure Coulter of the potential for entrepreneurial success. It is because of this unwavering support the business has been able to flourish and run smoothly. 

The path to sweet beginnings 

Immersed in the artistry of baking at an early age, Coulter has since cultivated an extensive repertoire of baking skills.  

“I would cook and bake in the kitchen with my mother, who was an awesome cook,’ Coulter shared. “She could take a little of nothing and make something wonderful out if it. She taught me a lot. I kind of picked it up from her.” 

This nostalgia, coupled with the favorable feedback from her customers, has left a lasting impact on Coulter’s relationship with baking. 

“Baking is really therapeutic to me, so I can just pour everything that I have into my recipes. So that’s how it started.” 

Initially trying to use her baking skills to satisfy her craving for sweet treats, Coulter found a passion she did not expect in sharing her sweets with other people. Her hobby quickly sprouted into something more: a delectable business that left people yearning for another taste. 

“I was very hesitant at first because I work full time at a very demanding job,” said Coulter. “But the more I did it, the more I enjoyed it, and I figured out how to balance both.” 

The business officially opened its doors to customers beginning in December 2022 and was quickly praised by residents from all over Metro Detroit.  

“They are just absolutely delicious,” exclaimed Dawn Sumpter, a returning customer. “Melt in your mouth.” 

“Trust me, I’ve been around the block, down the street, around the corner” Jerome Wilburn, new customer asserted, referring to his history with sweets. “I’m going to always be honest. This is good, this is very good.” 

“The best I’ve ever had,” said another customer in an anonymous review. “I cannot pick a favorite.” 

And the wide selection of flavors does not make this any easier. 

These flavors include classic cherry, classic lemon, strawberry crunch, cookie butter, cinnamon swirl, peach cobbler, funfetti, chocolate cookies and cream, banana pudding, turtle, and sweet potato, which is seasonal.   

Echoes of Taste: The power of customer voices 

The broad variety of options is the product of Coulter’s creativity and proactive communication with her customers, helping to craft customized experiences that cater to diverse tastes and palates. The business, Coulter noted, is largely driven by customer feedback.  

“I’ve created a lot of them myself from scouring the internet and looking at different recipes and then just tweaking them and making them my own,” she added. “Sometimes people will say oh you should try and make dah dah dah, and I’ll think about some of the ingredients or flavors that might be in that thing and just create it.” 

Working diligently to ensure each cheesecake is just right, Coulter prides herself on fulfilling the wants of the customer.  

“It’s important to taste test,” she remarked. “When I did the cinnamon roll I took it to my job, and I had my team taste it and give me feedback, and everyone that tasted it said it’s really good but it needs a little more cinnamon. So, I took that and added cinnamon, and then I took it back and had it right on. You guys are the ones who eat it so who would know better?” 

With 11 unique flavors, the sweetness and freshness of Cheesecake Joy is abundant. Made with fresh ingredients, customers can be assured they are receiving a trustworthy product. 

“I always use premium ingredients,” Coulter said. “That’s probably one of the things I will never compromise on, is freshness and adding preservatives to it, because I’d rather bake more than have a longer shelf life.” 

But she adds that the most important ingredient is the one you can’t taste — love.  

And her customers agree. 

“Some people just cook to cook,” said Randy Herring, owner of Rj’s Corned Beef Deli. “But Nancy, she cooks her stuff with love and passion. You can taste it in the cheesecake.”

According to Rj, since he began selling Coulter’s Cheesecakes in his deli, people have rushed to buy them before they are gone. 

“It’s their favorite, no other cheesecake compares to it,” he said. “Nancy brings cheesecake once a week. They know she brings them on Wednesday, and by Friday I might not even have any left. I usually sell out every week.” 

With the demand for her cheesecakes rising, Coulter has devoted much of her time to meeting customer needs. 

“I usually like to get up early and go to the kitchen and bake, and I’ll stay there for like 5 hours or so and try to get as much done as I can in that time,” she said. “It’s worth it when I see people so excited and happy to have my cheesecake.” 

And this hard work has not gone unnoticed by customers.  

“She’s the best of the best, I’m just waiting on her to start winning awards and stuff,” added Herring. He further noted that since he began selling Coulter’s cheesecakes in his Deli, many customers have reached out, eager to get a first, second, or third taste. 

“They call to ask, ‘what kind of cheesecake y’all have?’” He declared. “They ain’t callin’ about no corned beef.” 

This positive reception of Cheesecake Joy’s products has inspired Coulter to explore new avenues for sharing her creation, promising an exciting future ahead.  

Venturing into Mobile Expansion 

With the introduction of new marketing strategies, Coulter’s business is on the fast track to success.  

During March, Coulter and her team orchestrated the installation of a mobile cheesecake vending machine in Macomb Mall—the first of its kind in Michigan. The new machine is hoped to offer passersby a chance to taste the magic customers associate with Cheesecake Joy.  

Kikora Elcock, one of the first customers to use the machine on opening day noted that although she’s “not a sweet eater” after stopping by Coulter’s machine during a trip to the mall she could not deny that she does in fact, have a taste for the treats, adding that she also jumped at the opportunity to support a black-owned business.  

“I think that that is just such a cool idea” remarked Sumpter during the grand opening.  
“Very innovative, and not anything that anybody else has come up with. So, it should be a huge hit.”  

“With the new machine, I hope to provide convenient access to delicious cheesecakes to customers on the-go, while maintaining the level of quality and freshness that customers expect from a traditional storefront” Coulter noted of the historical milestones her business is accomplishing. “Cheesecakes are like a blank canvas which allows for endless flavor combinations. With mobile access, we hope the vending machine will serve as a novel way to showcase our brand and attract new customers with its innovative concept.” 

Coulter and some customers hope these expansion plans will be simply the first of many. 

And according to Herring, these plans are like a steppingstone, a mere prelude to a long-reigning business.