For The Dough Lady founder Amy Lund, the dream of starting her own bakery came true in 2020 when, much like the rest of the world, she and her husband found themselves with extra time and nothing to do but bake. Spotting a gap in the market for gourmet cinnamon rolls people could bake fresh at home, the couple set out with modest expectations, hoping to share their product with just a few friends and family. Instead, their small side hustle quickly grew into a line-out-the-door bakery with a devoted, almost cult-like following.

Here Lund shares more about the journey behind The Dough Lady and how she created “the gooiest cinnamon roll in Utah”.

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How has your business grown over the years?

It’s honestly been a little wild. We went from porch pickups and parking lot meetups, to farmers markets, to working out of a shared commercial kitchen for a few years. In December 2024, we opened our first brick-and-mortar store, and now there are days where we generate more revenue in a single day than we did in our first two months combined. We’ve grown from just the two of us to a team of more than 20. What I’m most proud of is that we’ve scaled without losing the heart of it. The lines out the door are exciting — but the messages from customers about traditions, memories, and connections mean so much more to me. 


When/how did your love for baking begin?

I don’t have a formal culinary background; it started the way it does for a lot of people, just baking at home and experimenting. I baked with my mom and sisters throughout my childhood — it’s something we always loved doing together. Baking, for me, is deeply nostalgic and tied to so many happy memories. I love that people now get to create those same kinds of moments with the people they love through our frozen dough.

Amy (right) baking in 1996


What makes your cinnamon rolls stand out from the rest?

They’re packed with flavor and incredibly gooey. We don’t hold back on filling or frosting, and we’re constantly playing with new flavors, so there’s that classic comfort element, but also a sense of surprise and fun. Beyond the product, I think what really sets us apart is the experience and sense of connection behind it. We’ve used social media to tell our story for years, and we’ve built a genuinely kind and supportive community. Our greatest hope is that people feel loved and connected through what we make.


What inspires your recipes? What is your process for recipe development?

A lot of our inspiration comes from seasons, nostalgia, and honestly, cravings. We’ll take something familiar, like a dessert or a specific flavor profile, and figure out how to translate that into a roll. It’s a mix of creativity and a lot of testing to get the texture and balance just right. We also host all-hands test days where employees bring flavor ideas. Each person fully owns the concept and build-out of their roll. Some are nailed on the first try, while others go through several iterations. Everyone gives feedback, and they’re honestly some of our favorite days. Anything that makes it onto the menu is something I have to be obsessed with, and many of our newer flavors are employee creations.


What is currently your favorite recipe? Which is your best seller?

The classic cinnamon roll will always be our best seller – it’s what built the business. But now we have over 60 rotating flavors of cinnamon rolls we cycle through. My personal favorite tends to rotate. it’s like picking a favorite child! Right now, I’m loving anything citrus – blueberry lemon will always have my heart – and I get especially excited when our Biscoff roll comes back.


What is your favorite part of baking?

Seeing people enjoying it and creating memories around it. I’ve always loved the act of baking, but the best part is watching someone take a bite and immediately light up or hearing how it became part of someone’s holiday or family tradition. That will never get old.


What is the most memorable thing you have experienced in your career so far?

Opening our storefront with a new baby in tow. Looking out during those first few days and seeing a line down the block felt surreal, especially knowing it all started in a tiny kitchen with no guarantee it would ever become anything. It was one of those moments where we thought, “We actually have something here”. It makes us emotional knowing our son will grow up around this. I still can’t believe people come into the bakery every day. It will always blow my mind that something that started as a hobby became something people love this much.


What is your favorite part of running your bakery? Least favorite?

Favorite: the people—both our team and our customers. Getting to build something alongside a group of kind, hardworking people is the honor of my life.

Least favorite: the mental load. There’s always something on your mind when you own a business – it doesn’t really turn off. But it’s also part of what makes it meaningful. I care deeply because it’s ours, and because there are so many people depending on us.


What are your future plans/long-term goals for The Dough Lady?

We want to grow intentionally. We’re not in a rush to scale as quickly as possible. There’s something really special about being a homegrown bakery, and we don’t want to lose the quality or the heart behind it. We recently signed a lease for a second location in Lehi (coming fall 2026!), and expanding into new locations is definitely part of the vision. But more than anything, we want to keep creating spaces that feel welcoming and connected. We love that we get to employ and support incredible people, and we love being part of our community. So yes, the goal is more stores, but it’s also more connections.

Store grand opening


Do you have any tips for others who want to become better or more adventurous cooks/bakers?

Don’t overthink it - just try things. A lot of learning comes from doing, messing up, and trying again. And don’t be afraid to make things your own. Some of our best ideas have come from experimenting and even from mistakes. Our favorite phrase is “taste with vision - we always believe the best version could be just one iteration away.


What advice would you give to someone who is looking to start their own business?

You’re going to feel scared, but do it anyway. Starting the business felt vulnerable, but continuing it has honestly been even scarier because the decisions carry more weight over time. I’m a bit of a delusional optimist at my core, so even when I don’t know what’s around the corner, I trust that it will work out. I definitely don’t have all the answers, but I think showing up each day with heart and kindness carries more weight than people realize.

Located in Millcreek, Utah, The Dough Lady is serving up cinnamon rolls that keep fans coming back for more. For weekly menus, hours, and the latest sweet updates, visit doughladyslc.com or follow @doughladyslc on Instagram.