Tiff’s Treats expands to new state, acquires competing chain

Feb 26, 2018
Tiffany and Leon Chen founded Tiff’s Treats when they were still students at the University of Texas.

Tiff’s Treats is once again in expansion mode.

The Austin-based chain, known for delivering warm cookies and ice-cold milk for occasions big and small, said Monday that it would open two stores in Nashville, Tenn.

The move includes the acquisition of Jake’s Bakes, a Nashville company with a similar business model. Its founder, Jake Veyhl, knows Tiff’s Treats well, having attended the University of Texas.

Financial terms of the transaction were not disclosed.

“We have had our sights set on expanding into Nashville for quite some time as we feel there is a great energy here, similar to our home base in Austin,” said Tiffany Chen, who co-founded the chain nearly two decades ago with her husband, Leon Chen. “As entrepreneurs, we appreciate the hard work and commitment that Jake invested in growing his brand. It was very clear to us that Jake shared our passion for making people happy with warm, fresh-baked cookies.”

Veyhl will join Tiff’s Treats’ team as Nashville district manager, overseeing operations and future growth there.

“I enjoyed introducing Nashville to the warm cookie delivery concept and am thrilled to play an active role in bringing Tiff’s Treats to the area,” Veyhl said.

The other Tiff’s Treats store in Nashville, which will span 1,535 square feet, is set to open on March 24 in The Gossett, a luxury apartment development in the city’s Gulch area. It was built from the ground up as a Tiff’s Treats, while the 850-square-foot current Jake’s Bakes location will briefly close in the Vanderbilt area for a quick remodel.

“We are thrilled to have Jake on board and can’t think of a better ambassador to have on the ground in Nashville,” Leon Chen said. “By joining with Jake’s Bakes and acquiring his business, we are able to have two great locations in Nashville right off the bat. Jake’s Bakes has done a great job building a brand, and merging together helps us expand our footprint faster.”

Tiffany and Leon Chen founded Tiff’s Treats in Austin’s West Campus area in 1999 when they were still UT students. Since then, they’ve spread across Texas, with eight locations in the Austin area and other stores in the College Station, Dallas/Fort Worth, Houston and San Antonio markets.

The homegrown chain’s first out-of-state destination was Atlanta, where there are now five Tiff’s Treats storefronts.

Today, there are 36 Tiff’s Treats across Texas and Georgia, with more than 700 employees.