ST. LOUIS PARK, Minnesota — After Tami Cabrera announced Muddy Paws Cheesecake in St. Louis Park would close — and that it would be permanent without significant financial donations — the response was overwhelming.
Among those who reached out to Cabrera was Marcus Lemonis, who hosts CNBC's "The Profit," a reality show about helping struggling small businesses.
After inquiring about some of the logistics with Cabrera's business, Lemonis followed up on X, formerly known as Twitter, with, "Can you still make $40,000 worth of pieces for me... if so start picking the winners. Make sure you charge me full retail... we need the margin. You will post the number of winners, and fill them, we need customer reviews. Then we can go to step two. Deal?"
"I was really sad last week... I was so sad and now this week, I'm like, 'wow,'" Cabrera said.
Cabrera announced last week that after 30 years, Muddy Paws Cheesecake would close. Whether it reopens, will depend on donations.
According to Cabrera, the business is $480,000 in debt. Initially, Cabrera said they would need to raise $240,000 to reopen, but on Monday, she said $200,000 could be enough to make it work.
"There is some confusion. People think, 'Oh, we need more business or we can get a small loan,' but it's not that situation. We're very busy. We have lots of loyal customers. We stay constantly, consistently busy. It's just this. It's just capital. It's just that we have so much debt that we can't straddle both," Cabrera told KARE 11 last week.
In the past five years, problems have snowballed. It started in 2018 with a burglary, then came a challenging move, followed by the pandemic and inflation. You can read a full breakdown on the Muddy Paws Cheesecake website.
The bakery supports everything from animal rescues to food banks.
"I feel like the cheesecake karmas come in... we've given back for 30 years. I feel like it's our time and they know that when I get on my feet and get strong, I'll give back again," Cabrera said.
After closing Wednesday, she heard from Lemonis. His $40,000 order ends up being about 700 cheesecakes — double to triple what they normally do this time of year.
"It's not too far off what we maybe would normally do in a busy season but not in January. January, everyone's on a diet," Cabrera said.
While the cheesecake will be given out for free (Cabrera will choose winners through their social media posts), Lemonis said there is more to it and that it's not a "holiday giveaway."
On Instagram he wrote under a Muddy Paws Cheesecake post, "The purpose of the process is to keep the business alive. to install better practices, financial discipline, improved process etc. This is not a holiday giveaway! This is a reply to a request for help to save this business. Understanding how we got here financially is also key."
Cabrera said, "I'm very open to his ideas. And that's a big part of this is me learning and finding how to be better and stronger."
On the Muddy Paws Cheesecake website, Cabrera has listed some changes to the business which include adding online ordering and spreading out the 222 flavors they offer throughout the 12 months instead of every month.
Cabrera's approach, asking for donations, has not come without its critics. Her response?
"If I wanted the easy way out here, which... some people asked about... I could claim bankruptcy and go get a job. I have a master's degree. I could get a job and get paid, and not have to deal with any of this. But I love the bakery. I love our customers. I love being there today and I want to pay the debt," Cabrera sad.
Packers legend Donald Driver also reached out on X to place an order. Cabrera said the community support has been overwhelming.
"It's not that we're just a little cheesecake company," Cabrera said. "We're part of the community. We're part of joy. We're something that brings joy and we give back."
Cabrera said she estimates Lemonis' $40,000 order will result in a $7,000 profit. He has also offered to help with her website. So far through the fundraising campaign, the community has raised about $12,000. You can learn more about the campaign, here.
The Muddy Paws Instagram stated the plan is to hopefully reopen to the public on Jan. 10, although staff will come back earlier to work on Lemonis' order.
Cabrera and Lemonis held an Instagram Live on Tuesday, Jan. 2 at 7 p.m. to discuss "historical financials, current debt levels and why, monthly operating costs, break-even analysis, online ordering and shipping process."
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