Dirty Dough plans to open this month

After one cookie-focused franchise opened in the Queen City in March, another is set to make its debut in town.

June 18 is the targeted soft opening date for the 2515 S. Campbell Ave., Ste. 100, location of Dirty Dough, a Utah-based gourmet cookie chain. Franchisee Isaac Aldridge, who owns the local shop via Dirty Dough Springfield, said a grand opening will follow approximately a month later. The shop is at The Creek, a mixed-use development on South Campbell Avenue, which also includes Palm & Paddle Grille, a restaurant with Caribbean-inspired American fare and a beach theme set to open soon, according to past Springfield Business Journal reporting.

While Aldridge said the 1,200-square-foot Dirty Dough shop includes a drive-thru, that component probably won’t be utilized until after the soft opening as the employees get up to speed. The 10-person staff will be led by store manager Sheree Sterling, he said, noting additional workers will be added as demand dictates.

The company specializes in cookies loaded with toppings and filled with stuffings. Examples include Brookie, a brownie cookie stuffed with caramel, and The Reverse, a peanut butter cookie filled with fudge. The Dirty Dough cookie lineup rotates every week, Aldridge said, adding his shop also will sell shakes and Dirty Scoops.

“You get a cookie and then you get a big scoop of ice cream on top while the cookie is still warm,” he said.

The Dirty Dough website notes three Missouri locations coming soon to Ballwin, Chesterfield and Springfield, but Aldridge said he believes his will be the first to open. Overall, 60 stores are open in 27 states and an additional 44 are listed as coming soon, according to the website.

Although Aldridge declined to disclose startup costs, a $49,500 franchise fee and 7% royalty fee is expected of franchisees, according to the company’s website. Additionally, owners are expected to invest at least $161,000 for store buildout costs.

He also declined to disclose lease terms with Walker Hospitality Group LLC, which owns both The Creek and Palm & Paddle Grille.

Aldridge said he grew up in central Missouri and after going out of state for college, moved back to the Show Me State from Utah in February 2023 with the goal of opening a Dirty Dough shop. The Ozark resident said he has a professional background in accounting, noting he is a payroll manager with Battlefield-based Russell Cellular Inc.

“They’re pretty flexible with me, and they’ve been really excited and behind me as I start this venture,” he said of his employer.

Among Dirty Dough’s local competition is Crumbl Cookies, another Utah-based gourmet cookie chain which opened its first Queen City shop in March. A second shop opened in May. Each location is owned by different franchisees, according to past reporting.

Aldridge said he has rights to the city of Springfield territory for additional Dirty Dough shops.

“We’re doing just one unit for now,” he said. “We’ll see how it goes and if we find out Springfield loves us, then maybe another one later.”

As opening day nears, Aldridge said his feelings fluctuate.

“When I’m at home, I feel like it’s not quite real yet,” he said. “And then when I come to the store, I feel like it’s so close, I can taste it.”