To Build a Bakery
is a Craft to Crumb series, sponsored by King Arthur Baking Co., featuring stories of growth for bakeries of all scales. From establishing a first brick-and-mortar location to multiple shops and beyond, the series connects with bakers from across the country about how they’re scaling up their businesses. If you would like your bakery’s story to be considered, please email Annie Hollon at annie@avantfoodmedia.com.
KANSAS CITY, MO — Since On the Rise Artisan Breads first opened its doors in 2001, the Cleveland Heights, OH, bakery has made quite an impact in its community and beyond. Beginning as a mom-and-pop operation with fewer than a dozen employees, the business today boasts two locations, a significant wholesale business and more than 30 team members.
Scaling up is not a one-size-fits-all business maneuver, and adjusting often requires thinking outside the traditional brick-and-mortar box. For On the Rise, finding the right growth path was a matter of circumstance and unexpected opportunities, as well as hiring strategically.
The early days
Before it ascended to its current stature, On the Rise began as a small venture, founded by husband-and-wife duo Adam and Jennifer Gidlow. Adam spent years working as an artisan baker in Chicago and Boston, making him no stranger to the grind required to run a bakery. Eventually, he built something of his own.
At the time, Cleveland only had a couple of artisan-style bakeries, making On the Rise a welcome addition with its breads and pastries. The bakery gained traction not only with customers but also with local restaurants, which opened the door to wholesale accounts. It was through this decision that Brian Evans, a graduate of the International Culinary Arts and Science Institute, entered the picture.
Brian joined the bakery part-time in 2010, moving into a full-time role a few months later. A year and a half into his tenure, he saw an opportunity to expand On the Rise’s offerings and attract more customers by introducing a lunch menu.
“We decided to market test with a little pop-up one weekend a month,” he explained. “Three months in, that turned into doing it every weekend because people loved it. About eight months in, we decided to do it every day.”
The risk paid off, increasing customer traffic throughout the day and upping sales across the board.
Entering growth mode
Following the success of this program, On the Rise was presented with another growth opportunity … this time in terms of square footage. When the chance to expand into the neighboring retail space arose spring 2015, the business was in the right place to do so. A little over a year later, the bakery unveiled its remodel, complete with an expanded retail area and larger back-of-house space.
For years, customers inquired about a second location, but On the Rise leadership wanted to expand in a sustainable fashion. While considering other growth avenues, the bakery was offered —and accepted —a spot in a soon-to-be-completed food hall.
“We thought long and hard about that,” Brian said. “In terms of scaling, our biggest concern was how to make sure the quality stays the same, especially with products such as our croissants and sourdough that are in the works for such a long period of time.”
To quell these concerns and offer a consistent experience, On the Rise adopted a hub-and-spoke model when the food hall opened in 2018. By making all the baked goods in the main location and adding a stop on the bakery’s delivery route to the food hall, On the Rise was able to expand its reach and maintain product quality and consistency.
A changing of the guard
As the bakery grew, Brian moved up the leadership ladder to serve as managing partner and expressed interest in taking further accountability for On the Rise. Even before ownership of the business was on the table, Brian approached challenges with an owner’s perspective and helped in problem-solving over the years.
“I wanted to help people above me figure out solutions to whatever it was that we’re dealing with,” he said. “ I was able to experiment with problem solving as an employee, and that deepened my passion for what I was doing.”
Given Brian’s years of experience with the business, demonstrated acumen for revenue-generating ideas and restaurant background, Adam knew he was the optimal choice to take the reins. The pandemic put the plans on hold, but once the proverbial dust settled, the duo formulated a transition plan. Brian purchased 80% of the bakery at the start of 2025, officially making him majority owner, allowing Adam to take a step back (though he still keeps his hands in the dough when he can).
Keeping the line of succession for the business in-house made all the difference for customers and staff alike.
“The biggest thing that the transition of ownership has brought is a sense of security that the bakery is not going anywhere,” he said.
The next 25 years
In finding sustainable, effective growth avenues, On the Rise established and continued building on a solid business model to carry it forward through its first 25 years. While the key stakeholder has changed and the bakery eyes what its future might bring, the commitment to customer experience has remained the same.
“We’re always going to be in the bake shop shaping bread by hand,” Brian concluded. “To have the highest quality bread, you’ve got to have your hands in the dough. I’m hoping we can have 25 more years of standing at the table making baguettes and sourdough and having people willing to come in and buy our bread.”
