Matthew Featherstone’s journey from baking with his mother to creating a successful cheesecake empire showcases the power of passion and perseverance. His culinary adventure began with a simple taste of The Cheesecake Factory in his eighth-grade year, sparking what would become Hiatus Cheesecake. Launched in Baltimore in 2016, the brand has grown from home-baked treats for friends to products carried in high-end restaurants and major supermarket chains. Featherstone’s story illustrates how a childhood passion can transform into a thriving business through dedication, innovation, and smart partnerships.
From Kitchen Counter to Culinary Phenomenon
Matthew Featherstone’s love affair with baking began in his childhood kitchen. Standing beside his mother, he discovered the joy of creating desserts that brought smiles to family members’ faces. “I love food, I love baking,” Featherstone has often remarked. “I could sit and read recipes all day.” This early fascination laid the groundwork for his future endeavors.
The pivotal moment came during the summer before high school when Featherstone’s cousin brought home a cheesecake from The Cheesecake Factory. That first bite ignited a curiosity that quickly blossomed into an obsession. He began experimenting with recipes, perfecting his technique through countless trials in his home kitchen. What started as treats for family gatherings soon became requested items at social events.
His professional background in bartending provided unexpected inspiration for his baking approach. Just as a mixologist builds complex cocktails through layered flavors, Featherstone applied similar principles to his cheesecake recipes and techniques. This cross-disciplinary thinking would later become a hallmark of Hiatus Cheesecake’s distinctive style.
The summer of 2016 marked the official launch of Hiatus Cheesecake. What began as a side passion project quickly showed promise as demand grew beyond Featherstone’s immediate circle. His background in the restaurant industry provided valuable insights into food service standards and customer expectations, giving him an edge as he entered the competitive dessert market.
Establishing a Gourmet Dessert Powerhouse
Hiatus Cheesecake’s trajectory from home kitchen to commercial success happened rapidly. The brand’s first major breakthrough came when Featherstone’s creations were featured at Grace’s Mandarin in National Harbor. This upscale placement perfectly aligned with his vision for premium desserts that would complement fine dining experiences.
By 2019, the company had secured a game-changing partnership with food service giant Sysco. This alliance allowed Hiatus Cheesecake to supply over 40 restaurants throughout the DMV (DC, Maryland, Virginia) area. “With Hiatus Cheesecake, we aimed to provide high-end restaurants with a gourmet dessert option that perfectly complements their upscale menus,” Featherstone explained about this expansion phase.
The business reached another milestone in 2021 when Branden Wiles joined as a partner, bringing additional business acumen to complement Featherstone’s culinary creativity. This strategic partnership strengthened the company’s foundation as it prepared for even greater growth. The following year proved pivotal when Hiatus Cheesecake was named a finalist in Kroger’s Go Fresh and Local supplier accelerator program, opening doors to mass retail opportunities.
Media exposure further amplified the brand’s reach. Appearances on QVC and HSN introduced Hiatus Cheesecake to national audiences, while securing shelf space at Whole Foods Market in the Mid-Atlantic region brought the products to discerning grocery shoppers. These developments transformed what started as a passion for cheesecake creation into a recognized brand with significant market presence.
The Art of Flavor Innovation
What sets Hiatus Cheesecake apart in a crowded dessert landscape is Featherstone’s innovative approach to flavor development. Rather than sticking to traditional varieties, he creates unique flavor combinations that surprise and delight customers. Signature offerings like caramel carrot cake and sweet potato cheesecake showcase his ability to reimagine classic desserts.
Featherstone’s bartending background significantly influences his baking philosophy. “I wanted to bring that concept of layering drinks to layers of cake,” he explains. This approach results in cheesecakes with complex flavor profiles that reveal different notes with each bite. The technique has become a distinguishing characteristic of the Hiatus brand.
All production happens in-house at B-More Kitchen in Govans, where quality control remains paramount. This facility provides the professional environment needed for commercial-scale production while allowing Featherstone to maintain hands-on oversight of the baking process. The result is consistency across products despite increased production volumes.
For home bakers inspired by Featherstone’s journey, there are valuable lessons in his methodical approach to recipe development. Just as he experiments with creative cheesecake variations, home cooks can push boundaries by combining unexpected flavors in their own kitchens. His success demonstrates that culinary innovation can emerge from personal passion and thoughtful experimentation.
Strategic Growth Through Smart Partnerships
The expansion of Hiatus Cheesecake into retail spaces represents a strategic pivot that has accelerated the company’s growth. Currently available in 17 Kroger stores, the brand has ambitious expansion plans targeting presence in 1,200 locations. This retail strategy complements the established food service business, creating multiple revenue streams.
Participation in the UPS Ignite Program has provided crucial support for scaling operations. This initiative offers guidance on logistics and supply chain management – critical factors for a food business growing beyond local markets. “The UPS Ignite Program has granted us access to the essential relationships we needed to acquire that knowledge,” Featherstone acknowledged, highlighting the importance of mentorship and resources for entrepreneurial success.
Recent achievements include winning the Baltimore Homecoming Crab Tank pitch competition, which provided both funding and increased visibility within the business community. Securing a contract with Johns Hopkins Hospital represents another significant milestone, demonstrating the brand’s appeal to institutional clients with high standards. These developments showcase the versatility of Hiatus Cheesecake’s business model.
For aspiring food entrepreneurs, Featherstone’s journey offers valuable insights about the power of strategic partnerships. His experience demonstrates how innovative dessert concepts can grow from local favorites to regional standouts through thoughtful collaboration with established industry players. From Sysco to Kroger, each partnership has opened new doors while allowing the brand to maintain its quality standards and unique identity.
The Recipe for Entrepreneurial Success
Matthew Featherstone’s story contains valuable ingredients for entrepreneurial success that extend beyond the kitchen. His journey began with authentic passion – the kind that had him reading recipes for pleasure and constantly experimenting with new ideas. This genuine enthusiasm provided the fuel needed for persisting through inevitable challenges.
The transition from hobby to business required both culinary skill and business savvy. By starting small and building a local reputation, Featherstone established proof of concept before attempting larger-scale operations. His strategic decision to focus initially on restaurant partnerships leveraged his industry knowledge while building credibility with commercial clients.
Timing has played a crucial role in the company’s growth trajectory. Launching just as consumer interest in premium dessert options was rising allowed Hiatus Cheesecake to capitalize on market trends. The pandemic-era pivot to retail availability demonstrated adaptability that many food businesses lacked during challenging times.
Looking ahead, Hiatus Cheesecake continues to innovate and expand from its Baltimore home base. For those interested in following the company’s journey or ordering their products, the official website at hiatuscheesecake.com offers the latest information. I’m particularly impressed by how a childhood fascination with a single dessert has transformed into a thriving enterprise that brings joy to customers across multiple states.
If you’re passionate about desserts, consider submitting your favorite recipe to be featured on our site. Your creation might inspire others just as Featherstone’s cheesecakes have captivated dessert lovers throughout the region. For those who love expressing their foodie passion through fashion, check out our churro & foodie-themed apparel shop featuring designs that celebrate the joy of desserts.
The success of Hiatus Cheesecake also highlights the importance of supporting local dessert businesses. If you have a favorite local bakery or dessert shop that deserves recognition, please submit it to our business directory. By championing food entrepreneurs in our communities, we help create a richer, more diverse culinary landscape for everyone to enjoy.