Collin Street Bakery opens store in Lindale
By Terry Cannon email@example.com
Dec. 24, 2011 at 10 p.m.
LINDALE - The Collin Street Bakery has opened a store in Lindale.
Known for its fruitcake, the Corsicana-based Collin Street Bakery's new store is at the intersection of FM 849 and Interstate 20. The Lindale bakery also offers sandwiches, soups, cookies, pies, cakes and breads.
Store manager Guy Robichaux has been with the company four years and said he was excited about the future of his store.
"We are really blessed to be in a location such as this," he said. "All the city officials have been so very kind and gracious; they've made us feel very welcome.''
"This is our busiest time of the year," Robichaux said. "Our company president wanted to make sure we were open for the holidays."
The store has plans for a grand opening in January.
Collin Street spokesman Hayden Crawford said the company has one of its best customer bases in East Texas, so it made perfect sense for the company to build its fourth location near Lindale.
Collin Street Bakery was founded in 1896 by German immigrant August Wiederman. Its signature item has been, and continues to be its fruitcake, which is shipped all over the world.
During its early years, luminaries such as Will Rogers and Enrico Caruso were customers, and many associated with the Ringling Brothers Circus ordered fruitcakes when the circus came through town.
The company said the circus workers ordered cakes as Christmas gifts and had them shipped to places around the world, which was the beginning of the company's mail-order business.
When L.W. McNutt Jr. joined the business in 1958, he saw the potential in mail-order sales and steered the company in that direction.
He began a direct marketing campaign to international customers, and it wasn't long that the company began accepting orders by telephone, then fax and finally online.
Today, the bakery ships to 196 countries and offers online ordering at www.collinstreet.com.
Fruitcake accounts for 98 percent of the bakery's total sales. The company sells about 3 million pounds of fruitcake each year, which equates to 1.5 million individual cakes.
The majority of orders are placed from October through November.