From chaos to community: How Cookie Cruz became a Santa Cruz staple

When I started Cookie Cruz in 2015, it was chaos. A one-man hustle fueled by chocolate chip cookies, late-night adrenaline, and a dream of surfing by day and building something of my own by night. I baked out of my apartment, handed out flyers at UCSC, and delivered cookies in a van packed with milk, gloves, Tupperware, and stress. Every weekend, I worked until 2 a.m., then woke up to make more dough, hoping the night would be “slow” just so I could catch my breath. But slowly, that chaos started turning into something real.

The First Breakthroughs

The grind never stopped that first year, but the signs of growth started showing. I realized I couldn't do it all, especially the dough-making. It was exhausting. I bought a dough depositor from Kook-e-King and hired Blanca to make the dough. She still makes it to this day. Eventually, I had to face the fact that racing around town, baking, boxing, and answering calls all at once wasn’t sustainable—or safe. I started building a team, hiring delivery drivers and letting go of the idea that I had to do everything myself. That shift changed the game.

Why We Bake to Order

When I decided to bake cookies fresh as orders came in, it wasn’t just about efficiency, it was about experience. I wanted people to feel like the cookies were made just for them. There’s something about getting a warm, fresh cookie at your doorstep that reminds you of childhood, of comfort, of home. That’s the feeling I wanted to deliver every night.

Creating a Colorful, Flavorful Menu

I’ve always loved the classics—chocolate chip, snickerdoodle, peanut butter—but I also wanted to offer something different. Most cookies are just shades of brown. I wanted color. I wanted creativity. So I started experimenting.
That’s how we got:
🍪 Cookies’n’Cream – with crushed Oreos
🟠 Orange Creamsicle
💜 Purple Ube
🥜🍇 Peanut Butter & Jelly
🔵 Cookie Monster – a blue cookie loaded with white chips, crushed Oreos & Chips Ahoy
🍫 Nutella – a double chocolate cookie topped with a dollop of Nutella
These became fan favorites. Not just because they were different, but because they tasted like something you couldn’t get anywhere else in Santa Cruz.

Partnering with a Santa Cruz Legend

One of the best decisions I made was partnering with Marianne’s Ice Cream. At the time, you couldn’t find their ice cream in most stores—you had to visit their shop. Bringing that iconic flavor to our customers was another way Cookie Cruz became part of the local food scene. Cookies, milk, ice cream. Delivered. Late-night. Local. It just made sense.

What Cookie Cruz Means to Me Now

I’ll be honest: right now, things are hard, but it's ok. I’m 37. I sold the business in 2024 and still work for the new owner. But it hasn’t been the same. Sales are down. I’ve been focused more on his bakery than my old business. And now, I’m facing the possibility of losing my job altogether. Some days I feel like Cookie Cruz doesn’t serve me the way I hoped it would. I used to dream of getting rich, traveling the world, and surfing. But after multiple ear surgeries, I had to give up the ocean. I shifted my focus to the gym. Bodybuilding became my new therapy. My new identity. But Cookie Cruz will always be a part of me. Every time someone at the gym or on the beach says, “Wait, that’s YOUR business? I love Cookie Cruz!” it still hits me. It still makes me feel proud. And I’m not done yet.

A Business Built by the Community

I didn’t grow Cookie Cruz alone. Santa Cruz showed up. Whether it was UCSC students placing late-night orders, or parents surprising their kids with cookies, the support was real. You kept Cookie Cruz going, especially during the years we had our own mobile app. Big thanks to Zion who is the app developer and all his hard work; he now a lead iOS developer at Google. I can't forget my ride or die employee, Lili, she's now at grad school up in Oregon. And while things have changed, I still believe in what we built together. Because Cookie Cruz has never just been about cookies. It’s been about hustle, heart, and hometown pride.

One Last Thing

I don’t know exactly what comes next. But I know I’m not ready to walk away. I still believe Cookie Cruz has more to give and more people to bring joy to. Thanks for being part of this journey. And if you’re reading this… maybe place an order tonight. The cookies are still warm. Still nostalgic. Still made with heart. 

-Matt
the Original Owner of Cookie Cruz 🍪
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