This week, Vogue spoke to Romano Lochel about how this year’s recipe compares to 2020’s, the most exciting customer interactions she’s seen so far, and the difficulties she and her husband face running a small business.
Vogue: First off, the million-dollar question: What is this years cookie election looking like compared to last year’s?
Kathleen Romano Lochel: We have surpassed the Trump numbers from 2020 already, and so far, the Democratic numbers are only half of 2020’s numbers. We’re seeing a lot of new people in the store and shipping more across the country, including to Hawaii and Alaska.
Photo: Courtesy of Lochel’s Bakery
Is there any difference in the flavor or design of this year’s cookies?
There’s no difference in recipe or taste. The only difference is that we added blue sprinkles and red sprinkles along with the logo color, but the shape is still a four-inch round cookie.
Why does it feel important to keep doing the cookie election every four years?
I was actually a little hesitant to do it this year, only because so many emotions and feelings come up when it comes to politics that I’m always afraid to offend people. But as in previous elections, the business that surrounds this and the new customers that we reach helps us with the longevity of our bakery. Ultimately, what made our decision for my husband and I is the fact that we depend upon this financial stability for our future—especially right now. We are seeing the highest costs on ingredients that we have ever experienced in our 19 years of owning this third-generation bakery.