The sweet success story behind Saint Paul's So Yen desserts
The Sweet Success Story Behind Saint Paul's So Yen DessertsIn an unexpected twist for Ashley Grams, a CBS News Minnesota reporter, her investigation into the successful campaign of So Yen Desserts in Saint Paul took a significant turn during the COVID-19 pandemic. The restaurant, which initially operated as a medical practice, pivoted to focus solely on desserts, creating a brand that became more than just a quick bite—it was a celebration of community and resilience.
### Introduction
Saint Paul’s So Yen Desserts were launched by Ashley Grams and photojournalist Ray Campos after they noticed a decline in their usual job as a medical professional. As the pandemic struck, they realized there was no other opportunity to showcase their culinary talents outside of their former career field. This pivot allowed them to create unique desserts that reflected their passion for creativity and community.
### Location and Menu
The restaurant is located on 18th St., 3rd Ave in Saint Paul, a historic spot that has been preserved over time. The So Yen Desserts are not traditional desserts but rather a collection of cookies, donuts, and other baked goods made with local ingredients. These desserts, such as chocolate donuts, sweet potato pancakes, and macarons, are created by combining traditional recipes with seasonal produces to create unique flavors.
### Pivot During the Pandemic
The pandemic forced So Yen Desserts to rethink their business model. They initially struggled to find a niche market for baked goods, but their campaign became more than just a quick bite—it was a celebration of community and resilience. The restaurant focused solely on desserts, creating custom recipes that were both exciting and relatable.
### Unique Offerings
So Yen Desserts offer a range of flavors and ingredients that set them apart from traditional desserts. Their chocolate donuts, for example, feature a rich chocolate center with a golden outer layer. Sweet potato pancakes are served warm or warm-to-crisp, while macarons are made with cream cheese and vanilla bean butter, adding a sweet twist to cookies.
### Community Impact
The So Yen Desserts quickly gained a loyal following in Saint Paul. Their campaign used seasonal produce, such as apples, pumpkins, and snowflakes, to create desserts that were both traditional and unique. Social media posts, local partnerships, and community events helped them spread their message and attract customers.
### quotes from the Reporter
Ashley Grams, who served on the campaign committee, reflected on the journey of So Yen Desserts in an interview with *The CBS News Wire*. "From the moment I first heard about this initiative, I knew that there was something I could do differently. It’s such a beautiful story—how we change so quickly when you pivot..." — Ashley Grams
### Conclusion
So Yen Desserts are more than just a line of baked goods; they are a symbol of resilience and creativity. Their journey through the pandemic taught them that their passion for food can inspire others, even in the face of uncertainty. As they continue to expand their menu, So Yen Desserts aim to stay relevant and meaningful as they work to build community in Saint Paul.
In celebration of this remarkable campaign, the restaurant has created a lasting impact on the city’s food scene, proving that food doesn’t just change lives; it can transform communities.
------
