Morning Glory’s Bakery and Café Owner Shares Keys to Success

– dubbed the “best kept secret in downtown Rosemount” – is a charming little eatery that tends to make a big impression on its customers.

Morning Glory's, which has quietly sat in the same downtown location for almost 14 years, has customers frequently stopping in "always by word of mouth," said Ali Hatoum, owner.

“There’s [been] no advertising [for our café],” he said. “Customers
have a good experience here. We don’t treat them like fly-by-night customers – we make friends with them, and they tell others, and they come back. So, we have a very loyal customer clientele.”

He added that he knows the majority of his customers by name. “I have a couple of customers that have been coming in 2-3 times a week for 11 years. They’re like family – same scones, same coffee. They come in, and I don’t [have to] ask what they want,” Hatoum smiled. “Once they like something, they come back for the same thing.”

Aside from excellent customer service that helps the café stand out from other coffee shops, Hatoum said they "focus on quality – quality comes first." He added, “Most everything in the bakery is made from scratch, as well as the sandwiches and the soups. We don’t like premade or thawed [items]. We don’t compromise on quality.”

Morning Glory’s original owner had sold mostly bakery goods, according to Hatoum. He and his wife, Lindsey, now own the business, and have just two part-time employees, Melissa Lavoie and Susie Sadek.

When Hatoum took ownership, he expanded the menu and added more products, including Bridgeman’s Ice Cream. The creamy, cold treat is available in the spring, summer and fall – and you can enjoy a two-scoop waffle cone for just $3.

One of the most popular items baked at Morning Glory’s is the scone:  “Almost everywhere you go, there are perceptions [of scones] that they’re dry,” said Hatoum. “But once they try ours, they fall in love with the scones, and then they come back."

Morning Glory’s bars, a favorite afternoon treat, are also moist and full of home-baked taste. Two popular bars include their oatmeal raisin bar and lemon bar, which is flavorful yet not-too-tart, with a creamy filling and a tasty crust that holds just the right amount of sweetness. The bars are $1.60 each, or $16 per dozen.

Another customer favorite is the caramel cinnamon roll for $1.60, a popular breakfast item.

“The Cran-Nut Chicken Wrap is our No. 1 seller for lunch, and we originated that 12-13 years ago,” added Hatoum. “That is our signature item.”

Baked fresh every day, any leftovers from Morning Glory’s bakery treats are priced half off the next day. And whatever isn’t sold is froze and donated to the Gospel Union Mission in St. Paul.

Hatoum said the café's appeal also comes from its reasonable prices: “We try to keep our prices the same. We control our overhead costs ... we put our own labor into it. So, we [are able to] keep our costs down.”

Rosemount resident Kymi Kieffer has made a second visit to the café – and was able to finally introduce her three daughters, who live in the area, to the café.

“We always wanted to stop by but just never made it in until today,” said Amie Keiffer.  

Enjoying a breakfast of caramel rolls together, they commented that they were “really good” and said they would be coming back for
sure, calling Morning Glory’s “a hidden treasure in your neighborhood.”

Joann Jones, who has been a regular customer almost every day for 13 years, agreed.

“It’s great – it’s all fresh, and let me tell you, that is very hard to find. Believe me, I’ve done a lot of traveling,” Jones said. “You get tired of those places (chain restaurants and shops). We look for ‘mom-and-pop’ places; let’s just put it that way. And – oh, my – you can taste the difference.”

The Hatoums, she added, are special people.

“I remember the day when Ali became an American citizen,” Jones said. “He shares stories of his family. He remembers everything; he never forgets. And he knows my favorite [scone] – it’s a special one which he only makes every once in a while – the date walnut. He’s even brought back special dates from Lebanon for me.” 

Hatoum came to America from Lebanon in 1990 and became an
American citizen in 2002. He lived in Boston for a month before coming to Minnesota, attracted by the state’s cost of living.

In addition, he said he is grateful for living the American dream. “I’m
just thankful for the people who welcomed me, and to God, and the country, and the City of Rosemount. I couldn’t have done it without them all.”

So, what is the overall secret to his success as a small business owner in this challenging economy? 

“Just do the job right – it pays off,” he said. “At the end of the day, we’ve made a lot of friends.”

Visit Morning Glory’s Bakery and Café online – or stop by in person at 14590 S. Robert Trl.