Interview with Matt from Brodflour
Sharing his best advice, biggest challenge & tips for business owners
Welcome to the first instalment of a new series where I interview local business owners to pull key learnings, advice and tips for fellow entrepreneurs.
Meet Matthew Faust, Operating Partner at Brodflour Mill and Bakery.
Brodflour is a popular bakery and cafe in Liberty Village that actually mills their own flour, fresh on-site.
I met Matt about a year ago while doing a shoot for TO’s Finest.
We covered everything from croissants, sourcing flour, growing a business, social media, family life, travel and more.
I was immediately fascinated by the operation Matt was running at Brodflour.
He took me into the back where a team of bakers worked to produce an impressive range of freshly baked goods.
But where was all this product going? It couldn’t have all been for just their liberty village bakery & cafe.
Matt proceeded to tell me more about the business and how they supply a ton of local restaurants, hotels and even grocers with fresh baked bread daily.
It was clear that they were bursting at the seems with even more incredible opportunities on the rise (like working with Shake Shack!) and Matt was trying to figure out his next move.
Fast forward about a year and Matt has continued to grow and refine his operation at Brodflour. It hasn’t been easy, but he’s taken Brodflour to a point of being one of the best and well-recognized bakeries in the city. No easy feat!
And with that, I wanted to ask Matt some key questions on entrepreneurship, with the goal of extracting some nuggets of gold for fellow business owners.
Below, Matt shares his biggest challenge, best advice, self care routine (& why it matters) along with other gems I’m sure you’ll find inspiring.
Please enjoy!
Briefly describe your business
Brodflour is a retail and wholesale bakery and café. What makes us unique is our on-site stonemill, where we mill all our own flour. We source grains from small farmers in Manitoba and Ontario to produce the freshest flour in the city! In addition to our café, we supply select restaurants and grocery stores with freshly baked bread and freshly milled flour.
What’s one habit that’s been a game-changer for your success?
Prioritizing self-care has been a game-changer. I make time to go to the gym—shoutout to DeltaTrain right behind us on Fraser Avenue—and focus on recovery, whether it’s visiting Othership or taking my dog for long walks in High Park. Time away from my phone is essential; it helps me recharge and stay energized to manage a seven-day-a-week operation.
What’s the best advice you’ve ever received?
On a personal level, I live by the phrase: *“How you do anything is how you do everything.”* If something’s worth doing, it’s worth doing well. At Brodflour, the best bread starts with the best flour, and that philosophy extends to everything we do—from our coffee program to our service.
Professionally, I’ve been inspired by Danny Meyer (the founder of Shake Shack), who emphasizes the importance of the employee-employer relationship. Your employees are the face of your brand, engaging with customers every day. If you take care of your employees, they’ll take care of your customers—it’s that simple.
**Fun Fact-we supply butter tarts for Shake Shack Canada’s I heart Butter Tart frozen custard dessert*
Currently, what's your biggest challenge?
Our biggest challenge is balancing demand. Toronto’s vibrant food scene means there’s significant interest from restaurants and specialty grocery stores in addition to our in-store customers. While we always prioritize our in-store guests, maintaining strong wholesale partnerships is key—it’s an extension of our marketing. Many chefs are proud to advertise that they use our bread or freshly milled flour, so it’s crucial to find the right balance with our limited production capacity.
What’s one mistake you see people make when starting a business?
A common mistake is trying to do too much too soon. Many new business owners offer a wide variety of products or services at the start, but success often comes from mastering your core offering first. When we opened, we were ambitious—trying to run pizza nights before perfecting our bread and pastry recipes. That stretched our resources too thin.
To grow sustainably, you need to start small, focus on consistency, and expand outward over time. Customers expect a consistent experience, and achieving that requires time and dedication. For us, as a quick-service restaurant, it’s all about executing flawlessly and efficiently every time.
If you could go back to day one, what would you do differently?
I would be more protective of my time and learn to say no. It’s easy to get pulled in a million directions, but not every opportunity or relationship is right for your business. You have to ask yourself, *“Is this in the best interest of our business?”* While the “say yes and figure it out later” mindset has value, finding the right balance is key.
What role does content & social media play in the success of your business?
Social media has been massive for us—though it took some time to figure out. Initially, we were just posting photos of products or bakery updates with little engagement. That all changed in early 2023 when we launched our croissant program.
I reached out to Chef Romain Avril, who was reviewing 100 croissants across Toronto on Instagram for his 80,000 followers. We were still perfecting our croissants, so I asked him to come by for feedback. Not only did he try them, but as croissant #99, he ended up rating ours the best. Before posting, he messaged me, saying, *“You’re going to be REALLY happy.”*
The video dropped at 6 p.m., and by the next morning, there was a lineup around the block. It was surreal and a turning point for our business.
[ see my last newsletter on the importance of collaboration ;) ]
What motivates you to keep going, even on tough days?
Even on tough days, it’s the small wins that keep us going—like a customer telling us how much they loved our bread or seeing a social media post about someone lining up for one of our croissants and having an amazing experience. Those moments remind me why we do what we do. Sometimes, just taking a walk through Summerhill Market, one of our best partners, and seeing our bread display nearly empty is enough to brighten my day. It’s a visual reminder of the success we’re having.
Any advice to new entrepreneurs & business owners?
Toronto is an expensive city to operate in, so the concept of “failing fast” is crucial. Learning quickly from mistakes and pivoting early can save time and resources. As I mentioned before, biting off more than you can chew can be detrimental. Focus on what makes your business unique, and emphasize that in every interaction with your customers. Consistency and clarity in your brand and offering are key.
Lastly, take care of your employees—I can’t stress this enough. They’re the backbone of your business and the ones who bring your vision to life every day.
If you found this newsletter valuable, please share it with a friend, fellow entrepreneur or aspiring business owner.
Together, I’d love to continue to grow the club.
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A big thanks to Matt for taking the time to answer these questions. Be sure to give Brodflour a follow and pay them a visit, if you haven’t already.
P.S - if you have any other recommendations on inspiring people I should interview, feel free to respond to this email :)
-Michael