Jerry’s Cakes And Donuts Celebrates 25 Years Of Sweet Success
- Scott FeldmanJournal staff
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Jerry Schubert, right, owns Jerry’s Cakes & Donuts with his wife Lee Ann and his son Jeremy. The trio shared a sweet moment last week in celebration of 25 years in business.
- Chris Huber, Journal staff
Jeremy Schubert, left, shares a laughs with his father, Jerry, last week while working at Jerry’s Cakes & Donuts, which celebrated 25 years in business last week.
- Chris Huber, Journal staff
Jerry Schubert has owned Jerry’s Cakes & Donuts with his wife Lee Ann for 25 years.
- Chris Huber, Journal staff
Red Pepper, left, Phyllis Williams, Don Scandrett and Tena Sample play cards on a recent morning while enjoying coffee at Jerry’s Cakes & Donuts in Rapid City.
- Chris Huber, Journal staff
Even after 25 years in business, and long after establishing a sweet tradition of success in Rapid City, the owners of Jerry’s Cakes and Donuts say they’re still a little nervous about running a store that mainly generates its revenue one 80-cent sweet roll at a time.
“It’s a nickel-and-dime business because it runs at such thin margins,” said Lee Ann Schubert, who co-owns the shop with her husband and business namesake Jerry Schubert. “Things can always change suddenly, but we’re really grateful because our customers are like our family.”
That customer loyalty allowed the store to celebrate its 25th anniversary on Oct. 17, and can be seen on almost any morning or afternoon at the small donut and coffee shop at 109 E. Omaha St. in Rapid City.
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Swing By This Mom And Pop Bakery For A Treat During A Long Day Exploring South Dakota
Jerry’s was a big hit with the kiddos. If you’re looking for a fancy bakery, Jerry’s is not for you. This place is an old-school, no-frills donut shop. That being said, if you’re in the market for an old-fashioned bakery, Jerry’s is a great choice. The staff was very friendly, and there was lots of variety to choose from. We make a concerted effort to feed our kiddos pretty healthy the vast majority of the time, however, I’m not afraid to reward them for a long day of hiking and exploring with a little treat. The day we visited Jerry’s, we were heading to Dinosaur Park up on the hill, and the Black Hills beyond, so I wanted to have a little something to reward the girls for a day of hiking and playing outdoors.
Jerry’s was pretty easy to find, though it was located in a somewhat industrial part of Rapid City. The location ended up being lucky though, as it was close to the lovely Memorial Park, also right on the way to Dinosaur Park and the Black Hills. While parking is a non-issue with plenty of spaces in the parking lot, I do recommend you get over to Jerry’s as early in the day as possible, as the best donuts go fast, especially on weekends. Of course, you’ll find the best selection early to mid-morning. After you make some tough choices at Jerry’s, head over to an area park for plenty of playtime, or get lost in the gorgeous Black Hills.
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One of those loyal customers is Phyllis Williams, who sat at one of the shop’s round tables on a recent afternoon playing the card game “Dummy Rummy” with a few friends.
“I like the donuts, the coffee and the friends you make,” Williams said.
Williams said she has come to Jerry’s since it first opened in 1989. At the time, Jerry could only fry two donuts at a time in a small storefront at 116 East Blvd.
Things were pretty tough at first, Lee Ann said. The couple had to take a loan from Lee Ann’s parents, Floyd and Elaine, who were farmers in Platte at the time, in order to get the business open.
Jerry said the family, which includes Lee Ann, their son, Jeremy, and daughter, Kim, have all worked at the shop since its inception.
“They had to basically grow up in the shop because there wasn’t really any other choice,” he said.
It took about a dozen years before the business reached a semblance of stability, Jerry said. The couple relied on word of mouth to build a customer base, and the frequency of visits by regulars has been crucial to the survival and later the solid growth of the business.
The shop has always been know for quality, variety, and freshness of its pastries and wedding cakes. These days, the donuts are made by Jerry and his family, who make 50 to 60 dozen donuts an hour, starting every day at 3 a.m. to be ready for a 5 a.m. opening.
“I’ve made lots of friends here,” Sample said. “It’s the friendships you make here that are the best part.”