Hot Cookie - Putting Something Sweet In Your Mouth!

Since 1997, Hot Cookie has been more than just a bakery in San Francisco’s Castro district—it’s a celebration of community, creativity, and self-expression. Known for its famously chewy cookies, cheeky Penis and Vagina Cookies, and a wall showcasing customers in Hot Cookie underwear, the shop has become an iconic destination for locals and tourists alike. In 2020, Hot Cookie expanded to 1817 Polk Street, the historic site of the first LGBTQ Pride Parade in San Francisco, further cementing its commitment to inclusivity and celebration of queer culture. As Director of Marketing & Community Engagement, Ryan Jones leads the charge in keeping Hot Cookie not only a deliciously immersive experience—where the smell of fresh cookies, upbeat music, and joyful energy envelop every visitor—but also a safe and vibrant space for LGBTQ+ expression. From supporting local organizations to ensuring every customer feels playful, flirty, and celebrated, Ryan’s vision helps Hot Cookie remain true to its motto: “Where our Cookies are as hot as our Customers.” In this conversation with Delivery Rank, Ryan shares the story behind Hot Cookie’s enduring charm, the importance of community in the heart of the Castro, and how a small cookie shop became a symbol of joy, acceptance, and pride.

Hot Cookie has been a Castro icon for over 25 years. How do you balance honoring its legacy while also evolving the brand to keep it fresh for new generations of customers?

Since Hot Cookie was founded in 1997, both the Castro and the LGBTQ+ community itself have evolved. I look at the ways in which Hot Cookie fit with the energy and values of the Castro in the 90s and early 2000s and how that shaped our business and products. It was a different era

for the queer community. In many ways, I think the community was still redefining its identity and values as we emerged from the height of the AIDS crisis after a generation defined by death, grief, fear, and persecution. There was a reclaiming of joy and pride happening as new medications and treatments shifted the landscape. Media visibility was on the rise. Members of our community were stepping out of the shadows, and there was a particular energy and empowerment in that moment. Hot Cookie reflected that spirit as a place that was positive, joyous, encouraging self-expression. There was a lightness to it that I think the community needed. It became a part of the Castro nightlife and a rite of passage for those coming to San Francisco seeking a place where they could be authentic. While a lot has changed in 28 years, I  think that’s an enduring value and need within the LGBTQ+ community. A place to belong. To discover and express yourself fully, authentically, and without shame or apology. To see yourself represented and embraced. That’s something we try to keep alive at Hot Cookie.

I like to think we’ve grown alongside the broader community. We strive to be inclusive in both our products and the community causes we support. Our famous Penis Cookie has been joined by our Venus & Vagina Cookies. At Pride, we celebrate all members of our community, offering trans pride colors alongside the traditional rainbow. We continue to support community agencies and events with a particular focus on those that serve LGBTQ youth and seniors, advocate for trans visibility and rights, along with arts programs that elevate and center queer stories. The landscape has shifted, but the goal hasn’t: a space where queer joy and sex-positivity is celebrated in the sweetest way possible.

The wall of Hot Customers in signature underwear has become almost as iconic as the cookies themselves. What do you think this playful tradition says about the power of self-expression and community belonging?

I think this ties into several deeper needs that many LGBTQ+ people share. A need to be seen… really seen for who we are. A desire to live authentically, free of social norms that once defined - and often limited - us. There’s something symbolic in shedding your clothes, standing bare and proud of your identity and your body. Expressing joy in who you are. It’s not just sexy or playful, it’s empowering. And sharing that publicly, whether on our Wall of Hot Customers or your social media is a way to truly accept and own who you are with complete pride.

I think that this is why the Hot Cookie Underwear Challenge became a rite of passage for many. It “went viral” before going viral was even a concept. It became a shared experience among friends and the local community that people wanted to be a part of. And going back to your previous question about reaching a new generation, our customers will soon be able to share their pics with us via upload to our website with choices on how they want those pics of their Hot Cookie experience shared... on social media, future marketing, or old school – printed and displayed on the walls of our shops. Hopefully, making this moment of self-expression one that lives on for another 28 years!

Opening the Polk Street location at the site of the first LGBTQ Pride Parade was a bold nod to history. How does Hot Cookie use space and place to keep queer history alive in San Francisco?

When we found the location on Polk St. we were unaware of the rich history of the Polk area. It didn’t take long for us to learn all about that. Where once there were over a dozen gay bars and venues, by the time we moved in five years ago, the Cinch Saloon was the only one left. They were excited to have another gay-owned business on the block. We’ve learned a lot in our time on Polk and have actively shared the neighborhood’s rich history with our staff and customers. The Polk location has also provided new ways for us to shape community with our customers. It’s a bigger storefront than our original spot on Castro St. and we’ve used the added wall space to feature local queer artists, often tying our art shows in with major events in the LGTBQ+ community such as Pride and Folsom Street Faire. Though there’s certainly a nod to and deep respect for queer history, our focus has always been more on actively supporting and celebrating the community in the present.

Hot Cookie calls itself “an immersive experience for all your senses.” What behind-the-scenes choices go into crafting that multi-sensory experience every day?

This is something we give a lot of thought to in both our store design, product development, and staff onboarding. We see Hot Cookie not as just a cookie shop but a dessert destination and unique experience. From the minute you see our storefront to the moment you leave with a cookie in your mouth, we want it to delight! The iconic neon red sign, the smell of fresh baked cookies, the music, the smiles and laughter over our cheeky cookie names, the pics of hot customers proudly rocking our signature undies - all of these elements are designed to make your time at Hot Cookie unforgettable. We put a lot of thought into the flavors, naming, and visual presentation of everything new that we create. Our brand is all about making our cookies delicious, fun, and surprisingly sexy! This creative approach is baked into everything we do at Hot Cookie.

If you had to describe Hot Cookie in three words that go beyond “fun, flirty, sexy,” what would they be—and why?

Empowering. Purposeful. Joyful.

One of our core slogans is “Cookies as HOT as Our Customers,” and that really says it all. We want the Hot Cookie experience to be one of empowerment where our customers feel seen, supported, playful, maybe even a little sexy.

Purposeful because we put a lot of thought into all that we do. The vibe of our stores and our products is very intentional. Playful, positive, a little irreverent, purposely provocative, and served with a side of sexiness and fun. We celebrate sexuality in all its forms and believe that healthy sexual expression is both necessary and beneficial. Beyond the customer experience, we extend our values into our charitable donations by supporting  agencies and events that lift up our community, advocate for our rights, and encourage the kind of authentic celebration of self and sexuality that’s at the heart of our business.

And joy, well – that’s a big one. There is so much division and negativity out there. We think the world needs a bit of joyfulness and positivity. If walking into Hot Cookie makes you smile or laugh, makes you feel a bit lighter, or even a little sexier... then we’ve done something worthwhile. Sure, a cookie shop isn’t going to change the world - but if we can bring a little joy into someone’s day, that feels like a pretty good use of our time and energy.

To read more about Hot Cookie, please visit https://hotcookie.com/