C is for cookie — that’s good enough for her
Two women stood before a cookie display and marveled at the sight of a snickerdoodle, chocolate chip and red velvet assortment behind glass cases.
“December is the best month to get cookies because you know what we’ll be doing in January,” the friend said to the woman.
“Dieting,” the other answered, before biting into a creme brulee-flavored treat.
It’s a temptation too strong to resist at Fashion Island’s Baking Betty’s, a bakery boutique whipping up cookies from scratch every day.
At Baking Betty’s, located in the retail center’s food court across from Barnes & Noble, shoppers and store employees with a sweet tooth gather to choose from 22 flavors, from the classics to decadent combinations like Nutella with sea salt.
“I like making dessert into a cookie,” said founder Emily Osterberg. “I love to be creative and make a pecan pie into a cookie.”
Osterberg, 31, found her love of baking early in life while mixing ingredients with her mother. Growing up in Minnesota, she learned her family’s recipes, including her grandmother’s favorite, the chocolate chip cookie. Later, while working in the clothing industry, Osterberg had her “a-ha” moment when she sent an order of cookies to a client as a thank-you gift. The concept of sending sweet treats to others left her inspired.
In 2005, Osterberg moved to Newport Beach and four years later opened Baking Betty’s in a kiosk at Fashion Island. She’d wake up at 2 or 3 a.m. and head to an off-site commercial kitchen to bake her original menu of four flavors, including her best seller, Signature S’More.
Not long ago, Osterberg opened a cart at the Irvine Spectrum Center and at Downtown Disney District. For a month, she balanced selling cookies at three locations, until she felt forced to focus on just the original site.
“It was definitely hard,” Osterberg said. “But starting anything new, there’s lots of steps in the journey.”
Sales, she said, increased once she launched additional flavors, though her grandmother’s chocolate chip cookie still remains a top choice among customers.
When Osterberg was presented with the opportunity in April to become a vendor in Fashion Island’s food court, in a spot that was once home to Mrs. Fields, she jumped at the chance.
Osterberg said opening the shop eight months ago has made it easier for her and her 12 employees. Instead of commuting to a commercial kitchen, Osterberg is able to prepare batches in ovens behind her service counter. She and staff members begin baking at 5 a.m. and display the variety by 10 a.m., when the shopping center opens.
On a recent Friday morning, Osterberg tied a teal-colored apron on and stood before her storefront welcoming customers. Behind her were trays brimming with baked treats. Signs noted Rice Krispies, Reese’s Peanut Butter Cup, Oatmeal White Chip with Cinnamon and more.
One customer complimented the colorful presentation.
“They all look delicious,” he said.
The cookies are sold individually and priced from $3.50 to $4.25. Customers may also purchase bite boxes and cups or buckets of cookies.
Since the move, Osterberg said, she was able to expand her menu with ice cream sandwiches, drinks, cookie malts, craft soda floats and coffee floats. And she has introduced two gluten-free options, a peanut-butter and oatmeal chocolate chip. A different vegan flavor is displayed every Friday.
“We have so many amazing customers who come back all the time,” Osterberg said. “We get to know them and they make it fun. We love to meet people.”
Megan Vandewalle, who has worked at the cookie shop since August, echoed Osterberg’s words. “It’s so much fun to see customers return every day,” she said.
Osterberg said she’s found her niche in the city.
“I absolutely love what I do, and I feel so blessed to come to work and watch the customer fall in love with our cookies,” Osterberg said. “It has been so amazing. It’s a huge blessing for me.”
If You Go
What: Baking Betty’s
When: 8 a.m. to 9 p.m. Monday through Saturday, 8 a.m. to 7 p.m. Sunday
Where: Food Court, Fashion Island, 401 Newport Center Drive, Newport Beach
Information: (949) 640-2253 or bakingbettys.com