NOTE: For Women’s History Month we are featuring local female business leaders. We start our series with Nancy Jacob, who with her husband Mike own Apple Spice Box Lunch Delivery and Catering Co.
By Joanne Bailey-Boorsma
joanne@wktv.org
When you meet Nancy Jacobs, you can’t help feel she is the neighbor you just want to have a sandwich and soda with while discussing the day’s ups and downs.
If that does happen, Jacobs can definitely supply the sandwich and beverage of choice as her and her husband Mike are the owners of Apple Spice, a box lunch delivery and catering company located off of 68th Street.
“We often joke that when Nancy goes out our sales go up,” said Mike Jacobs.
Nancy Jacobs is the face of the operation. She is the one who will load up with samples and then head out to visit with local businesses, encouraging prospective clients to try what Apple Spice has to offer.
“I think because many of the people I meet are often women who are the gatekeepers when it comes to planning events at the business, it is a lot easier for me to get connected with the right person,” Nancy Jacobs said, adding that about 80 percent of her contact is woman-to-woman. Jacobs’ husband agrees that for their business, Nancy Jacobs’ ability to network has helped to make Apple Spice successful.
The Dream of Having Your Own Business
Mike and Nancy Jacobs started Apple Spice just before the pandemic. Mike had been laid off from his aerospace job and through a seminar his former company offered, came home with the idea of the couple starting a franchise.
“It was something that we had talked about in the past, starting a business,” said Nancy Jacobs, who was a nurse. “However, after the seminar, Mike thought that a franchise made for a reasonable way for us to do that since with a franchise the start-up work of creating the business had been done.
“Basically it is like starting a business but with training wheels.”
Through coaching, the couple narrowed it down to two possible franchises and after visiting both companies, opted for Apple Space, which is based in Salt Lake City, Utah. Food seemed like a natural fit for the couple, Jacobs said as the reason for the choice.
The couple selected its 68th Street location, in the same mall as The Dollar Tree and Blain Farm and Fleet, because of the space it provided for their business needs while being close to US 131.
Apple Spice offers primarily lunches, through box lunches and catering. Jacobs said they do offer breakfast and some late lunch/early dinner service. Delivery is available for five or more box lunches and catering. Those wishing to order four or less box lunches may pick up from the store front on 68th Street. She noted that it is the Apple Spice team that delivers the food, not an outside service. This is to assure that items are set up to the customer’s expectations, she said.
And things were going pretty well with the couple even adding their own sandwich, the Michigan Cherry Chicken, to the menu and coming up with a “bread flight” that features three of the catering company’s breads.
Then, the pandemic hit.
“We just watched as our catering business went from steady to zero,” Jacobs said. But the business had a second side, box lunches, which offered a solution to providing individual meals for groups.
“People wanted to help hospital workers or police and fire and they would call up to have box lunches sent to a certain floor staff or department,” Jacobs said. The heavy duty box, which Jacobs said teachers find all kinds of creative ways to use, includes a sandwich, pickle, cookie, and a choice of salads, chips or fresh fruit in the classic box. There are other options as well including salad box meals.
The box lunches helped the business through the pandemic, making up almost 95 percent of its business. The business is now seeing more of a 60/40 spited between its box lunches and catering. Of course, there have been supply demands, with the couple adding a storage container in the back parking lot which has allowed them to stock up on items when they do find them.
It takes two
“I like going to Wyoming Kentwood Area Chamber of Commerce events such as the B2 Outlet opening because it gives me the opportunity to network and meet new people,” Jacobs said. “The Chamber is a good resource for me.”
And while Jacobs maybe good at networking and marketing, she does have her weaknesses.
“I can’t work the computer,” she said looking hesitantly over at her work station. “I just learned one system and they changed it on me. I have to rely on Mike, my general manager and staff to help me.”
That is where having a partner has been key to the business’s success, Jacobs said, adding that Mike handles a lot of the operational needs while she focuses on promotions and networking.
“Sometimes I get a call from a customer and I just know it would be better if a man handled it,” she said. “That is when I can ask Mike if he can take it and sometimes, he gets a call and knows it would be better if a woman took the call, so he gives it to me.”
As for challenges of being a women in the catering world, Jacobs admits she has not had many. Husband Mike said he feels it is because the business they are in, food and catering, is fairly diverse.
“I think there would be more challenges if Nancy was say in something like manufacturing which is more male dominated,” he said.
Apple Spice is the couple’s retirement job as they look toward the future. Jacobs said they hope to get a recreational vehicle someday and travel. They currently do some travel as certified Kansas City Barbecue Society judges.
As for now, Nancy Jacob said the couple’s goal is to continue to build Apple Spice and on that note, as the promotions person, she didn’t hesitate to add to encourage people to connect and check out Apple Spice’s offerings.
Apple Spice is located at 701 68th St. SW. The phone number is 616-805-3288 or visit the website at www.applesauce.com.
