Caroline’s Cookies: the young business woman taking cookies to a different level

What was once a way to cure boredom during quarantine is now a delicious sensation Louisiana residents and foodies alike. 

Caroline Merryman is the 22-year-old cookie baker and owner of Caroline’s Cookies. Since she was 8 years old, Merryman has been whipping up delectable treats like cupcakes, cakes and cookies as a hobby. It wasn’t until she graduated high school in 2020 that things began to change. 

After getting her first official cookie recipe book, Merryman’s friends and family were pleased with her creations, but she wanted to make something exceptional.

“I tried almost every recipe in there, but they were thin,” she said. “And I was determined to make a cookie that you couldn’t really find anywhere else.” 

The cookies Merryman was making could be found at Great American Cookies, Albertsons or any other local bakery.

“Nothing was necessarily special about them, and I wanted to make my favorite thing, which is thick and gooey cookies,” she said. 

After researching and experimenting with recipes over and over again, Merryman landed on what is now the thick and gooey recipe sold to customers Wednesday through Sunday. The first storefront for Caroline’s Cookies opened on Aug. 14, 2021, in Merryman’s hometown of Lafayette. The second storefront recently opened in Baton Rouge on Perkins Rowe, just a couple miles from LSU’s campus. It’s easy to spot with a line wrapped around the corner.

Merryman moved to Baton Rouge when the new location opened and has been overseeing it since.

“We serve around 200 to 250 customers a day in about two hours. Oh my gosh, it’s insane,” Merryman said. 

With such a large number of customers on a daily basis, Merryman said she relies on her staff to create an amazing customer service experience. 

“I can’t take the credit for that though, it’s the girls behind the counter that do it. I will say it looks easy to box up the cookies, but we were short staffed on Thursday, I got behind the counter and I’m like, ‘This is so overwhelming’,” she said. “I need to give them credit because it’s intimidating standing back there with a line and serving customers. They do a great job.” 

LSU alumna Caroline McDaniel is one of the team members behind the counter in Baton Rouge ready to serve customers a five-star experience. McDaniel described her behind-the-counter perspective as energetic, chaotic and fun as she watches the long lines stretch out the door. 

“It’s fun to get into conversation with them. You kind of have a moment whenever they get to the checkout counter, while you punch in all their cookies,” McDaniel said. “There’s no question that the cookies are great. I mean, the lines are out the door every day. But, I think a big part of our success has to do with how we communicate with our customers.”

McDaniel enjoys her time behind the counter as well as working with Merryman, who she finds inspirational.

“She’s encouraging and very sweet,” McDaniel said. “She is very successful, and I feel like she doesn’t even know it. She’s one of the greatest bosses.”

The hard work and support doesn’t stop with the women behind the counter. Merryman’s mom Dawn has been there from the start with encouragement and hugs on standby for her daughter. Merryman’s brother Reece has also played a creative role in the development of Caroline’s Cookies, crafting the original logo and being the company’s photographer and marketing director. 

“My brother was kind of in between careers at the time and was getting into photography and videography. He offered to make me a logo,” Merryman said. “My brother takes all my pictures, he’s phenomenal. He built our website, and I make all of our posts, captions and Instagram stories.”

Reece Merryman said social media plays a big part in the business and is a great way to communicate with customers and keep them updated. He gets the best of both worlds working with family while pursuing his passion.

“I really enjoy working with her” he said. “…I think a large part of the growth of the business is due to Caroline and her hard work. I mean, she definitely puts everything she has into the business. And I think you can see that.”

As frequent customers and fans of Caroline’s Cookies know, social media has played a big part in her story. 

“We were on the way back from New Orleans, and I remember saying, I really want to start an Instagram to show people my cookies,” Merryman said. “But I was way too nervous and thought that’s really embarrassing, I just can’t get myself to do it. My brother was like ‘stop worrying about what people will think, just do it.’ I’m so glad that I took his advice because it’s led me to where I am today.” 

After starting the Instagram account, Merryman received a message from someone asking if she sold the cookies she was sharing on her profile. 

“I was like, mom, I could sell them but it wasn’t like I was going to start a business. I thought I’ll sell them one time and that would be that, it never stopped from there,” she said. 

Catherine-Grace Thibeaux, a marketing junior at LSU and Lafayette native was one of the first to experience all that is Caroline’s Cookies? Thibeaux said she remembers when Merryman sold cookies at her parents house.

“They would sell out in two minutes,” Thibeaux said. “I was in class in highschool asking my teacher ‘Can I please get on my phone and order these cookies. I just heard these are the best cookies ever.’” 

Thibeaux wasn’t the only person who felt this way; she said the talk about the cookies was swarming in Lafayette. 

“I would say they’re different from any other cookie I’ve ever had. Everyone wants a good thick and gooey cookie,” Thibeaux said. “There’s nothing like that in Lafayette unless you go all the way to New York for cookies like that. They’re just so special and unique that everyone wants to get their hands on them,” Thibeaux said.  

She once waited 45 minutes at the Lafayette store but said it was worth the wait.

“I think it’s so special and meaningful that we’re from the same town,” Thibeaux said. “I just want to support her.” 

Merryman is hands-on with every aspect of her business and is always ready to make the experience better for customers.

“I think the secret to success is staying true to who you are and staying humble. Remember it’s not about you. It’s really important to me that I pour back into my people and remember to bless my team and not let money drive you,” Merryman said. 

Merryman is excited to be a part of the woman-owned business scene in Baton Rouge and hopes everyone enjoys her cookies.

“I’ve been so overwhelmed and excited by the long lines. I can’t believe they’re there every single day,” she said. “I’ve been very thankful for the community that has already been built around us in Baton Rouge. I’m really excited for everyone to try all the cookies that we have to offer.”