Meet Kristi Kloos of Frost Bake Shop
With a warm smile and a passion for people, Kristi Kloos co-owns Frost Bake Shop, where she’s committed to fair wages, joyful customer experiences, and the best sweet treats in Memphis. Image: Frost Bake Shop
A music teacher for over 13 years, Kristi Kloos never dreamed she would add “bakery owner” to her résumé. Her husband, Bill, was the chef of the family and worked closely with his parents to create All American Sweets — the parent company of Memphis’s beloved Frost Bake Shop. But after Kristi gave birth to the couple’s first child, she decided to join the adventure. Today, you’ll find her managing Frost’s three retail locations. Get to know this inspiring FACE of Memphis!
Frost Bake Shop has become a Memphis favorite. How did it all begin?
In 2002, my parents-in-law moved to Memphis to be closer to family. My husband, Bill Jr., and his father, Bill Sr., had always wanted to start a business together, and food was always close to both Bills’ hearts! They thought sweets was a market that wasn’t fully saturated and could be elevated by introducing our standard of what a great dessert should taste like.
Bill Jr. was the regional chef partner of Fleming’s Prime Steakhouse; he had experience with editing recipes to accommodate large quantities and also had many restaurant contacts. He helped his parents set up the wholesale side of the business. This time was a huge learning experience — finding out what worked and what didn’t — before jumping into opening a retail store.
During this time, we were also looking for an investor to help us open the retail store. One of my husband’s restaurant guests, Bill Stegbauer (yes, there is another Bill involved!), believed in us and helped us get our East Memphis flagship location opened in 2013. Bill S. was an integral part of bringing the Frost experience to Memphis.
What’s your favorite part of bakery life?
My favorite part is our guests and their reactions! It’s so fun to watch someone try our products for the first time, see the look of enjoyment on their face, and then they go back for more! This happens a lot with wedding cakes. We often hear that our cakes were so good, there was nothing left.
Another wonderful moment is when a guest sees their custom cake and cries tears of joy. I love to hear guests talk to people in line about what their favorite items are. I feel such pride when I see people out at restaurants with our signature green Frost box.
You’ve made a point to pay your team a strong hourly wage instead of relying on tips. Why is that important to you?
We believe that exceptional service is just as important as great food. If you are missing one of the two, most of the time, you won’t have a returning guest. Our team is paid a fair and competitive wage, and we don’t expect our guests to leave tips on top of that. Instead, we suggest that they give to St. Jude.
Tell us about the St. Jude change jars. How did that idea come about, and why does it mean so much to you?
Our guests raise thousands of dollars every year from the change that they leave in the St. Jude jars! Children are close to my heart; I taught them for 13 years, and all along I wanted to have one of my own. Having fertility issues proved to be a very long and expensive journey for us, but we have been blessed with a wonderful, healthy daughter! I could not imagine families in the same situation watching their children in pain. Any way those families can focus on their child, and not on the expense of medical treatments, is one way we can help.
What’s your go-to item from the Frost menu when you need a sweet treat?
I have two favorites. The first is the large Chocolate Chip Cookie with no nuts — I feel like a little kid with my big yummy cookie! The second is a slice of the Memphis Cream Cake, a soft banana cake (like banana bread) with peanut butter frosting and chocolate ganache on top. It’s an ode to Elvis Presley’s favorites, banana and peanut butter.
What advice would you give someone considering turning a passion project into a full-blown business?
Give yourself grace to make mistakes — we all do! It’s what we learn from them that makes the process of continuous growth and improvement. Don’t rush in; find what works. I think not opening a store immediately was a great learning period for us.
Aside from faith, family, and friends, what are three things you can’t live without?
Balance: Too much of anything can destroy it. It’s so important to find balance in everything: work, play, family, friends, food, you name it!
Yoga and meditation: Yoga makes me feel great in my body and head. I need that quiet check-in time to make sure I am good for others.
Great food: I am so grateful to have a partner who can cook and make it look so easy. I find great joy in great meals!
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Gaye Swan
As a professional writer of over 20 years, Gaye is an avid traveler and enjoys highlighting food, culture, and attractions around the South. While Gaye is passionate about life in Memphis, she grew up in Meridian and is still a Mississippi girl at heart.