Huge factory line for sweet food and cookies production.

Dale Buss

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    Gary Plassmeyer quit being a manager for Texas Roadhouse restaurants, opened his own eatery in Wisconsin, and began selling homemade butter cakes for dessert. Next thing he knew, the sweet hybrid of white cake and cheesecake began selling like, well, hotcakes. Plassmeyer closed his restaurant and turned it into a bakery to satisfy fast-rising demand for Mama Bev’s St. Louis Butter Cakes.

    That worked for a while. But after Plassmeyer got to pumping out 100,000 butter cakes a month from his 4…

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    About the Author

    Dale Buss, contributing editor, is an award-winning journalist and book author whose career has included reporting for The Wall Street Journal, where he was nominated for a Pulitzer Prize ([email protected]).

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