Photo credit: Nick Muncy Toothachemag
From Pop-Up to Community Hub: Breadbelly’s Recipe for Success
Breadbelly co-owners Clement Hsu, Katherine Campecino-Wong, and James Wong are bound by a passion for food and community. Before their shared venture, the trio honed their skills in some of the Bay Area’s most acclaimed kitchens, from Michelin-starred restaurants to renowned bakeries. Clement, James, and Katherine initially met working together at a San Francisco restaurant in 2010. They spent years gaining experience in the industry, and in 2017 started talking about coming back together to create a place of their own. They mulled over a few different concepts, but ultimately landed on a simple idea: a cafe where they could express their culinary creativity.
Breadbelly began as a delivery pop-up, and quickly gained a loyal following. By the time they opened their first brick-and-mortar cafe on Clement Street in the Outer Richmond, they had already established a reputation for their warm hospitality and delicious, seasonally focused Asian-American cafe fare. Over the years, Breadbelly has earned accolades from The New York Times, USA Today, and the San Francisco Chronicle, and was even nominated for a James Beard Award.
A New Chapter at Pier 70
After seven successful years, the Breadbelly team felt ready for their next big step. They began eyeing a new production facility and retail store at Pier 70 in San Francisco. This new location, Breadbelly B12, is designed to be the central hub for all their operations. It not only serves as a second retail space but also as a manufacturing facility to supply their existing cafe, new wholesale accounts, and catering requests. The new facility also allows them to expand their pastry and bread programs and provide much-needed space for training their team.
To make this expansion a reality, the team needed capital. They connected with Main Street Launch after meeting Karla De Leon, EVP – Chief Credit Officer at ICA Fund’s accelerator event. Clement, James, and Katherine appreciated Main Street Launch’s community-oriented approach, which resonated with their own values. They had explored traditional financing options in the past, but the complex process of securing a SBA loan became much more manageable with Main Street Launch’s support.
The loan was critical for their expansion, allowing the team to purchase initial inventory, including high-quality ingredients and supplies, and—most importantly—to hire and invest in their team. A significant portion of the funds provided working capital to cover payroll for the new location’s leadership team, allowing them to ensure their most experienced employees were onboard for the transition, even promoting three members to salaried positions.
“The team is central,” said co-founder Clement Hsu. “Our team members are critical to our success, and the loan allowed us to keep them with us as we grew.”
A Foundation for Growth
The transition to a two-location business has been challenging, but with their team at the center, the owners are confident in their future. Clement explained that the loan process was a valuable educational experience. “It was hard, but it’s supposed to be hard,” he shared. “The process made us better operators, more equipped to run the company and grow our business sustainably.”
With the new Pier 70 location now open and a dedicated, skilled team in place, Breadbelly is poised for even more success. The new facility has allowed them to continue to grow their team and expand their reach while staying true to their mission of providing delicious food and fostering a sense of community.