Beloved cookie spot JD’s Chippery opens new location in D-FW

It’s been 3 years since Amy Broad took over the family business, JD’s Chippery.

The bakery, known for its cookies, muffins and fountain sodas, opened in the small, terracotta-roofed corner shop in Snider Plaza in 1983 it still inhabits today. It launched about 9 months after Amy was born.

Amy’s parents, John and Julie Broad, opened three locations at once, but the roiling financial landscape of the 1980s led to the closures of the two lower-performing stores. The Hillcrest Avenue store in University Park remained.

More than 40 years later, JD’s is expanding — in its own measured way.

“I believe in slow, organic growth,” Amy said. “We’re going to keep it small and be mindful of the development of the company.”

Amy confirmed plans in January to open a second JD’s at Preston Royal Village in North Dallas. The store is now open.

The overlay of schools, churches and folks who frequented the Park Cities store guided the decision. Her real estate hunt took about 1.5 years, but she feels she found the right spot.

“We’re inching further north,” said Amy, who studied marketing in college and helped her parents with JD’s digital efforts before she took over the brand.

The new location not only shortens the drive for customers dropping in from suburbs like Prosper, but also grows the company’s delivery radius.

The 1,350-square-foot space in the corner shopping center at Preston Road and Royal Lane is much larger than the walk-up shop in Snider Plaza. There’s room for a few small tables and bar stools lining the front window, places for people to sit down and enjoy their purchases.

Amy attributes the brand’s long-running success to the quality of the product her parents developed and their specialized experience. The cookies and muffins also continue to be affordable. (A semisweet chocolate chip cookie will still only set you back $1.50.)

“They really knew their customers,” Amy said.

They also didn’t have much of an interest in expansion.

But the brand’s rising popularity on social media and a boost during the COVID-19 pandemic have boosted JD’s sales in recent years. The company maxed out the number of cookies it could produce in the Snider Plaza space as it reached refrigeration capacity.

JD’s shifted part of its baking operation accordingly. Cookies are still hand-scooped and baked fresh daily, whether for the Hillcrest store or the mobile Chippery truck, but some of the work now happens at a facility near Dallas Love Field by the Tesla dealership.

Amy notes JD’s will always have its core 12 cookie flavors and its 18 muffin recipes, even as it rolls out featured flavors. Familiarity and nostalgia are tenets of JD’s success.

“I always try to stay true to what my parents made,” she said.

JD’s Chippery is at 6601 Hillcrest Ave. A, Dallas, and 6025 Royal Lane, Suite 101.