Meet Miguel Caraballo

We had the good fortune of connecting with Miguel Caraballo and we’ve shared our conversation below.

Hi Miguel, what was your thought process behind starting your own business?
Anna and I met in college about 30 years ago in East Tennessee right up against the Smoky Mountains. One winter we spent a weekend in Blowing Rock North Carolina on the other side of mountains. If you’ve never been there, it’s a quintessential American mountain town. Think small independent shops, a walkable city centre, and enough visitors to make it interesting but not enough to make it congested or touristy. We both grew up in large cities and were enamored by the experience. So much so that we thought “wouldn’t it be awesome to open a bed and breakfast in a small town?”

Then life swept us down a completely different path. We got married and started a family. We both focused on careers providing comfort and stability (if that’s even a thing) working to pay the bills and maybe a vacation every year. It was safe. We had health insurance and retirement plans. But what we still held on to the thought of opening something together. Then COVID happened and we found ourselves (like many others) at a crossroads. Do we stick with the corporate grind or bet on ourselves? Can we pay the bills if we start a business? Does anyone even want what we do?

Anna and I grew up in food businesses. Both of us worked in every part of every size/style restaurant – from pizza places to retirement homes. Both of us understood the industry and could add our established corporate skillsets to our foundational food service background. Add to that, we never really disconnected from the joy of exploring flavor, texture, and serving others.

We had been developing Flaky’s “Original Sconut (R)” for decades in our home – we just did not know it would be the foundation of our restaurant. We’d make them for friends, family, or neighbors but that was all. Sconuts have pillowy layers and are tender and sweet. It’s not a scone and it’s not a donut. It’s the best parts of both and by default delivers a unique selling proposition. It is delicious, but more than that it is the physical representation of the love we have for each other. And that matters because we pour that love into every Sconut we make. It matters because love is the lens through which every interaction is seen. It matters because when the business is hard – really hard – love is how we support each other. And that is a competitive advantage if there ever was one.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Flaky not Flaky: Bake Shoppe and Chocolatarium is a family business in Downtown Atlanta. Flaky’s “Original Sconut (R)” is our signature offering and combines the best parts of a scone and a donut. But it’s not just a pastry – it’s a mission statement. Flaky is a blending of Southern comfort and European finery. Our food has an opinion and you see it across the menu. From Atlanta’s favorite Vanilla Bean Sconut to the Southern Chicken Crepe to the Sweet Georgia Brown Sugar Latte, you’ll find delicious options that are both unique and approachable. You may be familiar with something we do, but you’ve probably never seen it done the Flaky way.

Guests can spend $7 anywhere. What makes us special is our commitment to family – ours and yours. Service is in our DNA. And Southern hospitality… well, we think that’s still a thing. In fact, we consider ourselves ambassadors of the kindness and charm for which the South is known. Atlanta sees millions of visitors every year. What will those tourists say about Atlanta when returning home? Which experiences will become stories shared? How can we help those individuals know what we already know – Downtown Atlanta is a wonderful place to explore filled with interesting people, art, activities and yes… food. One way we contribute is by delivering an exceptional experience including yummy bites and sips, engaging thoughtful interactions, and a desire to act as the connection between their community and ours. We believe “Flaky not Flaky” is best when food, experience, and community converge to deliver more than the sum of each part.

Anna (who is the real talent) and I started the business by popping up at farmer’s markets, art festivals, and holiday events. Just the two of us. Flaky started in our condo kitchen then moved to a shared commercial kitchen before opening our Downtown Atlanta location. We have fought hard for every inch of ground taken. We’ve tapped retirement plans and stretched credit cards to their limits to be where we are. We battle multimillion dollar marketing budgets wielded by some of the largest restaurants. We battle restaurants with sweetheart leasing and concessions agreements who are able to squeeze us on price. Sometimes we win. Most of the time we get rolled. The war between small businesses and large corporations is real. They have significant reach, but we are not defenseless.

Our competitive advantage is… ok, I’ll just say it… we’re better than they are. Most folks have no idea how much science and processed garbage is in what they eat. Then, at a distance compare a biscuit sandwich from (insert big chain here) and Flaky not Flaky. It must be the same, right? Wrong. Because we source premium seasonal ingredients. We have boots on the ground touring farms and producers. I can tell you exactly how our buttermilk is made – because we have been in the room while it’s happening. Room – not factory. And you know what? You can taste the difference. More than that, you can feel the difference. Your body knows and reacts to the ingredients you eat. So when you have our Georgia Mountain Sourdough Biscuit with bacon in one hand and the big chain version in the other I will bet money on which you’ll like better.

The challenge we continue to face is getting our food into guests’ hands. We are shouting from the rooftops but there is so much noise. Doesn’t matter. We’ve got plenty of breath and will continue to tell anyone who will listen. Where can you go to get a delicious and unique meal paired with exceptional service? Flaky not Flaky. Every person. Every time. Guaranteed.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Stay at the Marriott Marquis, Hyatt Regency, or Hilton in Downtown Atlanta When visiting Atlanta. There are a lot of great hotels in Downtown Atlanta but these are all connected to Flaky not Flaky by skybridge – you don’t even have to go outside to come have breakfast or lunch with us.

First, for all days… keep your eyes open for tiny doors! Really. There’re a thing in Atlanta. Karen Singer is a local artist who has been creating tiny door art in Atlanta for over a decade. They are all over the place and really fun when you stumble upon or seek one out. This is an ongoing side quest for any Atlanta visit. We don’t have one at Flaky not Flaky yet, but we really want one.

Day 1 is a deep dive into the Sweet Auburn district. From Downtown Atlanta, I recommend jumping on MARTA’s streetcar and riding its entire path. This will give not only a showing of beautiful murals in the Sweet Auburn area but hop-on/off points to tour the Georgia State University campus, Sweet Auburn Curb Market (grab a snack at Arepa Mia), the King District – including Ebenezer Baptist Church. Then when they get thirsty, head over to Joystick Gamebar for some classic arcade games and a beverage. Late day sweet treat? Go see Chef Sonya and her son Windsor at the Sweet Auburn Bread Company – sweet potato cheesecake!!! Yes please.

Day 2 keeps you Downtown. It’s “be a tourist day”. Bring your sense of humor, be ready for a joyful morning and grab a Matcha Honey Oat Latte and an Apple Sconut from Flaky not Flaky. We open at 7am so start your day early. Wander over to Centennial Olympic Park for a stroll and head to the Georgia Aquarium. Trust me, you want to hit this early. Pro tip: Reserve your seats for the sea lion show immediately. Also, remember the tiny door side quest? Keep your eyes open. If you’re not out by lunch, there are snack shops inside, but the better option is to head back out into the city and up to Luckie Street. Grab your lederhosen and head over to “Der Biergarten” to fill up for the second half of your day. Recommendations include Wurstplatten (a sausage plate), Rinderrouladen (rolled beef with a pickle inside), and Schweinshaxe (high rollers only – pork knuckle). Next, walk back to the park and head over to the World of Coke. I am bound by law to say that Coca-Cola is the finest soft drink ever made, however, it would be true even if I weren’t. So go checkout all things bubbly and delicious. You’ll chew through the rest of your day pretty quickly but don’t leave before sampling Cokes from around the world.

Day 3 is our only day spent outside the Downtown area. Stop by Flaky not Flaky for a “Mrs Flaky” croissant sandwich. It’s a hidden menu item and our take on a croque madame. Wash it down with an Elderberry Latte, but before you leave us for the day look closely at the art on our walls. You’ll find pieces by artists like Max Raster and our favorite local artist Chris Hamer. A micro-art gallery in a bakery?! Yeah, that’s how we roll. This is important because day 3 takes you to Atlanta’s Art District – Midtown. Jump on the MARTA train and head to the Midtown station. Then just wander around. Not only are there may public sculptures, you have the High Museum of Art, the Museum of Design Atlanta, plus the Savannah College of Art and Design. You can get lost in any of these spots. When you get hungry, check out Dua Vietnamese or head over to the Politan Row at Colony Square. Most of this trip is being spent in what locals call “inside the perimeter” (basically inside the 285 interstate surrounding Atlanta). But, with the right transportation you can visit two of the best “outside the perimeter” spots. Remember the Chris Hamer art you saw in the morning at Flaky not Flaky? Well… Chris has a comic shop and art gallery called UrbnPop in Acworth about 30 min north of Atlanta. It is a living art space to the pieces change all the time. Definitely worth an adventure. Stop by Heirloom Barbecue on your way back. It’s an American/Korean BBQ spot and one of the restaurants in the city.

Day 4 gets serious. Swing by Flaky not Flaky for a Lemon Curd Sconut and a Toasted Marshmallow Mocha Coffee, then head back to the Centennial Olympic Park area to visit the Civil Rights Museum. Atlanta has been called “the city too busy to hate” but that doesn’t mean we have been immune to the struggles found across the country. This spot is serious and important. It’s a moment to see how far ATL has come and recognize we still have a way to go. You probably noticed the ethnic and racial diversity as you’ve traveled Downtown Atlanta. You probably noticed inclusion of all kinds in Sweet Auburn and Midtown. Now, you can see some of the work that made what we are today possible. There are times we are not proud of and there are times we are very proud. You get to see both. For lunch, it’s time to checkout one of my favorite spots. Baraka Shawarma is one of the Flaky crew’s favorite spots to grab a bite after our service has ended. Kababs, shawarma, and some amazing vegetarian delights. This meal is also a side quest for movie lovers. You’ll find yourself right in the middle of where many Marvel movies have had filming including Dr Strange, Spiderman, and the Avengers. The other thing we take seriously here in the South is college football. So we’ll end your day at the Chic-fil-a College Football Hall of Fame. Even if you don’t like college football (don’t say that out loud) the Hall of Fame is a lot of fun. Strap on your pads and go deep into the history of this beloved sporting event.

Day 5 is your last chance to try that sconut flavor you’ve been eyeing. Go for it. Chocolate? Blueberry Buttermilk Pancake? Cinnamon Iced? The choice is yours. Today, we’re going to visit the Castleberry Hill area of the Downtown district. Listed on the National Register of Historic Places, you’ll find an interesting neighborhood to browse and if it is the second Friday of the month, you’ll find the neighborhood art stroll. For lunch, hit No Mas Cantina. Delicious food and volumes of vibe. On you way back to the hotel district, stop by SkyView Atlanta. Called officially an “Observation Wheel”, no not a ferris wheel… What’s the difference? Good question. But whatever you call it, the views are great and it’s a wonderful way to remember all you’ve done in the city.

Day 6 is time to head home but before you go… Keep in mind. Downtown Atlanta is the only place you can get Flaky’s “Original Sconut (R)” so grab a 5-pack and some stickers to take home. Travel safely.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
We have an unofficial board of trustees. The people who believe in us, provide sage advice, and cheer louder than anyone else. Of course our moms, Jane and Linda, are on that list – but they are legally required to support our efforts. Anna’s sister Carrie has been instrumental in our social media efforts. She is worth her weight in gold (although that’s not currently in the budget). But every business needs someone who is a cut above the rest. Someone smarter, tougher, and better able to synthesize disparate ideas. For us, that person is Peter Mace. Peter is a co-founder of Hodges-Mace (now Alight Solutions), a dedicated family-man, and a complete business badass. When Peter tells us we’re killing it, I know it’s true – no smoke blowing here.

Website: https://www.flakynotflaky.com

Instagram: /flakynotflaky

Facebook: /flakynotflaky

Yelp: /flakynotflaky