Phoenix couple moves here to start business with daughter
By Steve Bowman
Editor, The Brentwood Spirit
“Cake is a powerful food. Cake can actually bring people together.”
— Comedian Jim Gaffigan
It’s true: From birthdays to weddings to bridal and baby showers, cake has a way of bringing people together. It might even have had something to do with nearly 30 people showing up Thursday to a ribbon-cutting for Brentwood’s newest business, a cake shop called Nothing Bundt Cakes.
“We’re ecstatic about the number of people who are here today,” owner Jenni Schroeder said to the crowd of well-wishers who stood elbow to elbow in the small brick building that’s across Manchester Road from Carl’s Drive-In.
Partial credit for the great turnout belongs to the Brentwood Chamber of Commerce, which got the word out. Most of those in the crowd were chamber members. But some of us were there simply because cake is awesome.
The business has Bundt cakes in nine flavors and several sizes, with custom decorating offered. Everything is made from scratch, on the premises. You can come in and buy one from the display case or order cakes for corporate events, weddings and the like. Prices range from $3.99 for a frosted “Bundtlet,” to $18.50 for a cake that serves eight, to $28.50 for one that serves 18. Decorated cakes come with an upcharge.
There are about 170 Nothing Bundt Cakes franchises throughout the U.S. but the only other one in the St. Louis area is in Chesterfield.
Jenni and her husband Jim Schroeder own the store and their daughter Janelle Ammel helps run it. Until recently the Schroeders lived in Phoenix, where she was a nurse and he still owns a roofing consulting business. Four years ago Ammel moved to St. Louis to work in marketing, and ended up getting married here.
“She’s our only child and they’re planning on having kids so my wife and I said, ‘I guess it’s time to relocate to St. Louis,’” Jim said.
The Schroeders had wanted to start a Nothing Bundt Cakes franchise in Phoenix. After deciding to move to St. Louis, they got serious about opening one here.
“We were searching for a space and Brentwood was the center of the territory we got as our franchise,” said Jim. “This building was available. I like that it’s red brick. And being on Manchester it’s a good traffic area. The White Rabbit next door brings in the same demographics we’re looking for.”
So now Jenni Schroeder and her daughter Janelle are working together behind the counter at Brentwood’s newest business. Yet another example of how cake brings people together.