Brooke Vaughn
From Local Gem to National Brand: How Please and Thank You is Scaling Sweet Success with Brooke Vaughn
When you think of a cozy coffee shop with a killer vibe and world-class cookies, you might not immediately think of Louisville, Kentucky. But Please and Thank You, founded by Brooke Vaughn, has put this city—and her legendary chocolate chip cookies—on the national map. In Pitch Lab Ep02, Tom Frank and Jackie Hampton sat down with Brooke for an honest, energizing look at how she's scaling her beloved bakery café into a nationally recognized brand—one cookie, one coffee, and one loyal fan at a time.
Spoiler: It’s way more than just cookies.
The Sweet Beginnings: From Barista by Blood to Founder
Brooke didn’t set out to start a cookie empire. In fact, Please and Thank You began in 2011 as an “eatery” with a full coffee menu, paninis, salads, and just a handful of cookies baked each morning. But the cookies quickly stole the show.
Brooke’s roots in coffee run deep—her grandfather was a coffee bean delivery driver, and her dad opened Louisville’s first coffee shop in the 1990s. As a kid, Brooke spent weekends learning the ropes in her dad’s café, sparking a lifelong passion for hospitality. After working at Starbucks and indie cafés through college, Brooke realized she wasn’t just good at slinging lattes—she had a natural knack for building community and making people’s day.
And when you pair killer hospitality with what USA Today dubbed the best cookie shop in America, magic happens.
Pandemic Pivot: Clarity Through Crisis
Like many businesses, COVID-19 forced a hard reset—but for Brooke, it was a blessing in disguise. She cut the full menu, focused on coffee and pastries only, and pivoted operations to takeout windows and delivery trucks. The result? Please and Thank You became more profitable during the pandemic than ever before.
This clarity led to a simplified brand identity:
Hot coffee. Fresh cookies. Loud music. No decaf.
That same clarity is driving her growth today. No longer juggling an expansive food menu, Brooke’s team is doubling down on what they do best—and that’s paying off.
Culture-First: The People Behind the Brand
Brooke describes herself as a culture maker—and it’s no exaggeration. Many of her employees have been with her since the very beginning, some for over a decade, a rare feat in hospitality. She’s fiercely loyal to her team, describing them as skater kids turned skater dads, musicians, and creatives who’ve grown up with the brand.
“I don't want them to go get some factory job for benefits. I want to help them provide for their families,” Brooke said. “I’m in it for them, for me, and for my kids.”
Her approach? Build intentional growth that benefits everyone involved, from her staff to her customers to her investors.
Scaling with Intention: A New Chapter
Brooke is expanding Please and Thank You beyond Louisville—but with the same intentional, people-first mindset. Here’s what’s coming:
1. Franchising (Starting Summer 2025)
With 48+ franchise inquiries already, Brooke plans to roll out brick-and-mortar shops AND Airstream trailers nationwide. She’s leaning into low-barrier entry points—Airstreams can be outfitted for around $120K (versus $500K+ for a shop), making franchising accessible to passionate entrepreneurs.
2. Airstream Trailers – The Surprise Power Play
Her Airstream trailers have become the most profitable model. After hitting record-breaking sales at major music festivals and events, Brooke realized mobility equals opportunity. The trailers allow the brand to meet customers where they are—soccer games, weddings, concerts—and test markets for future brick-and-mortar locations.
3. Consumer Packaged Goods (CPG)
Brooke’s frozen cookie dough (including a new gluten-free version that “tastes like the real thing”) is now available DTC and on Amazon, and will soon hit grocery shelves. Why? Because Brooke is obsessed with quality and freshness, and wants people to bake her famous cookies at home and enjoy them warm—just the way she intended.
Funding the Future: Investing Through Community
Brooke isn’t just scaling with products and trailers—she’s scaling through WeFunder, a revenue-share fundraising campaign that keeps her values intact.
No equity. No dilution. Just shared revenue.
Investment starts at $100, with 1.5x return potential.
Over 60% of her investors are customers and employees, people who love the brand and want to grow with it.
She’s been approached by pro athletes, stadium owners, and passionate fans, all eager to support a brand with soul—and serious momentum.
The Vision: Where Please and Thank You is Headed
In five years, Brooke sees Please and Thank You as a household name—with:
Franchised cafés and Airstreams across America
A growing presence in stadiums and at music festivals
A strong grocery footprint with her frozen cookie dough line
And most importantly, a company that’s built to last and built for the people who helped create it.
Brooke’s long-term goal? Use the success of the CPG arm to create generational wealth for her staff through non-dilutable shares and give back to the people who made this journey possible.
Summing It All Up: “Daymakers”
Brooke calls her team “daymakers”—and that’s exactly what Please and Thank You delivers. More than just coffee and cookies, it’s a brand fueled by hospitality, community, and creativity.
As Brooke says:
“Please and Thank You is pushing forward in every way we can—with every cookie, every coffee, and every fan experience—to help make your day.”
Learn More
Visit: wearepleaseandthankyou.com
Invest: wefunder.com/pleaseandthankyou
Order Cookie Dough: Available DTC and on Amazon
Follow: Instagram @plsthnks
Pitch Lab is produced and distributed by Merrick Studios and hosted by Merrick Chief Creative Officer, Tom Frank and communications specialist, Jackie Hampton. Tune in to hear this thought-provoking brand discussion on Apple Podcasts, Spotify, YouTube, or wherever you catch your podcasts.
