To a knew generation it is quite possible they don’t know the face behind the Famous Cookie brand or what’s quite worse, not know the brand at all. Once upon time, Famous Amos and his cookie brand were truly famous. Let’s begin with the back story of Mr. Amos. Wally Amos was the first black talent agent of the famous Willam Morris Agency, now called Willam Morris Endeavor. In 1967, Amos left William Morris, and moved to Los Angeles, where he struggled to set up his own personal management company. Burdened with the debt of his failing business, Amos began to take comfort in baking chocolate chip cookies.
The business man in him saw an opportunity. After all, he had connections, confidence and modified modified version of his Aunt Della’s recipe. With those ingredients he planned to open the first freestanding cookie store. Now LA is known for donuts but cookies?
A few friends such as singer Helen Reddy (I am Woman) and Marvin Gaye financially backed him with $25,000, add an innovative marketing initiative, which included an extensive advertising campaign and a gala grand opening. The first Famous Amos cookie store opened on Sunset Boulevard in Los Angeles in 1975. Within months, Amos had opened two more West Coast franchises, and the New York-based Bloomingdale’s department store had begun selling the gourmet cookies.