Your new favorite cookies are from Dirty Dough Cookies, but it’s what founder Bennett Maxwell does for mental health that’ll keep you sticking around
To put it bluntly, the Dirty Dough Cookies franchise is exploding! Founder Bennett Maxwell has already seen 98 locations purchased. The company will be present in 13 different states in just a few months. This is how the cookie crumbles.
Dirty Dough Cookies has a devoted following, thanks in part to its surprising cookie combinations, unique recipes, and mind-blowing “dirty” fillings. What the company is doing with its flavor pairings is changing the baking game. Cookie enthusiasts take to the company’s website each month to vote on the “fan favourite,” based on combinations and concepts, that will make its way into next month’s cycle rotation, proving that ” It’s what’s inside that counts.”
“Businesses must be driven, above all, by a higher purpose,” Maxwell said. “I love Dirty Dough because it’s perfect for showing that life isn’t perfect. It’s okay to not be okay, life gets dirty, and it’s most definitely good to have a cookie from time to time !”
Maxwell’s professional career didn’t start in cookies, but he had previous experience selling cookie dough to raise the funds needed to join his high school’s rugby and wrestling teams. You could say he had to turn raw cookie dough into a terrific cookie.
Having worked in solar system sales, smart home systems and installations, and even pest control, he has come a long way to becoming a leading figure in the cookie industry. In 2020, he co-founded Switch to Solar, a sustainable energy company which to date has already generated millions of dollars in sales. In just 18 months of work, the founders sold the business at an impressive profit and that’s what led Maxwell to found Dirty Dough Cookies to kick off the new year in January 2021.
His entrepreneurial spirit and efforts have grown exponentially and the sky is the limit for Maxwell and his company.
Maxwell is not only a cookie entrepreneur, but he is also a father. After listening to a podcast by Jonathan Haidt and hearing the staggering statistics of the direct correlation between social media and self-mockery among young adults and teens, he made it his mission to shake things up.
“He said one of the reasons for the drastic increase in self-harm was the unrealistic comparison young people are making between influencers and themselves,” Maxwell said. “These girls look at seemingly perfect women (and girls the same age) on social media and think, ‘Why can’t I look, feel, think, be like this?’ But they have no idea how these influencers got there — photoshop, dangerous diets, poor non-digital social life, or some combination thereof.
Needless to say, the eye-opening information he gathered through the podcast, along with his own research he conducted, inspired him to enact efforts that would help counter a nationwide epidemic of self-harm. He decided to launch a campaign to combat depression, negative mental health and promote suicide prevention.
“There is an unfortunate correlation between social media and self-harm, which has only increased since the rise of social platforms,” Maxwell said. “People tend to compare themselves often and target their imperfections or flaws because of what is portrayed on social media. Dirty Dough has the potential to be the solution to help reduce suicides.
His solution: wellness rooms in schools, via his upcoming nonprofit initiative.
In partnership with individual Dirty Dough Cookies franchisees, Maxwell and Co. actively donates proceeds from sales to not only prevent suicide among teens and young adults, but also to provide them with appropriate mental health education. In setting up wellness rooms, it gives students a place to feel safe, decompress and talk about their feelings or just take time for themselves.
Wellness rooms will include sensory objects and tablets so students can focus on mindfulness, be present, and optimize their positive mental health. Ultimately, the halls will provide students with valuable tools to help them cope with the daily rigors of school and life.
“These rooms are designed for all students to be aware and proactive about mental health. When we hear about physical health, we think “gym” and healthy eating. When we hear about mental health, we think of ‘anxiety’ and ‘depression’,” Maxwell said. “We focus on the negative and are too reactive. I want to change that by teaching all kids that mental health should be a proactive approach and a weekly, if not daily, job.
About Bennett Maxwell
Bennett Maxwell, founder of Dirty Dough Cookies, began selling franchises in December 2021. Passionate about building purpose-driven businesses, Bennett believes businesses should be driven by a higher purpose above all else. He saw the potential in Dirty Dough to show others that life isn’t always clean and perfect. Sometimes it’s dirty and imperfect. Learn more about impacting lives with Dirty Dough Cookies at https://dirtydoughcookies.com/
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