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What’s the Tiff’s Treats secret? Texas company founders share all, including recipes, in first book

What’s the Tiff’s Treats secret? Texas company founders share all, including recipes, in first book

The Chens may be well known across Texas for their Austin-based cookie delivery business, Tiff’s Treats, but there is so much more to their story than cookies.

Founders Tiffany and Leon Chen launched their debut book, It’s Not Just Cookies, earlier this month. The book gives a first-hand account of everything from the company’s humble beginnings in a college apartment at the University of Texas at Austin to how they developed a unique business model centered around creating warm cookies and memories.

“We’ve been so busy for 23 years trying to build a business. The most exciting part about writing this book for me was taking a minute to stop and go down memory lane and then tell the story,” Leon Chen said. They launched the company in 1999, which is now worth $500 million and has more than 20 stores in North Texas.

Through growing a successful business model and cookie empire, the Chens have faced many trials and tribulations. The Chens reflect on this learning process throughout their book, recounting both their achievements and failures along the way.

“What we have learned is from our failures, and so that’s a big part of the book. We have learned a thing or two, because we failed a lot,” Tiffany Chen said.

They were inspired to write a book due to the countless questions they receive, from entrepreneurs asking for business advice to others asking how they manage to run a business together as husband and wife.

“We thought it was a good time to start putting down some of our history and some of our story, not when our journey was over, but right in the middle of when we’re still in the journey,” Tiffany Chen said.

Tiffany and Leon Chen, founders of Tiff’s Treats, have just released their first book.(Tiff’s Treats)

The book also includes delicious recipes, including exclusive ones that are Chen family favorites.

“Tiff makes these [Hazelnut Strawberry Thumbprint cookies] for me and the kids on holidays and special occasions,” Leon Chen said.

The book also features the recipes of some of Tiff’s Treats most beloved classics as well as limited time flavor-of-the-month cookies.

“We wanted to put some of the more fun cookies that we do. So instead of just our regular menu, we really feature our flavors of the month,” Tiffany Chen said.

Whether baked freshly from the comfort of your own home or delivered warm from a Tiff’s Treats location, the cookies serve as a vessel to create the brand’s ultimate goal: memories.

Audrey Penn, a student at Southern Methodist University, uses Tiff’s Treats as a way to share her affection toward her long distance boyfriend.

“I send Tiff’s Treats to my long distance boyfriend all the time, and I love making him feel appreciated. The gift wrap options are great, especially if we can’t see each other for an anniversary or birthday,” Penn said.

Many customers like Penn share similar experiences and express how Tiff’s Treats is so much more than just a cookie delivery company.

“Instead of just delivering cookies, we’re actually delivering comfort, love, gratitude, and special moments over and over again,” Leon Chen said.

It’s Not Just Cookies is available to order directly from Tiff’s Treats at cookiedelivery.com for $26.99.