On January 5th, Hungry Heart Bakery reopened in its original storefront at 414 SE 80th Avenue, consolidating three brands and two restaurants back into one business. For the owner and staff, this will create a sustainable environment while allowing them to continue the work they enjoy. The shop has returned to a breakfast-focused menu in a takeout and counter service format.
Jax Hart started the Hungry Heart cupcakes food cart in 2010 and then opened the Hungry Heart Bakery in Montavilla on January 3rd, 2015. Hart planned to open a new restaurant on SE Stark Street called White Rabbit Cafe and Bakery in the spring of 2020. The pandemic set White Rabbit’s launch date back, with the 7940 SE Stark Street location opening in early 2021 under the Hungry Heart brand. In 2022, Hart reopened the original storefront on SE 80th as a sugar-focused shop called Rabbit Hole Market and Sweets.
The two locations with split identities sometimes caused misunderstandings about the menu options at each space. “It’s been a challenge to create these different brands and give each their own identity. I think it created a lot of confusion over time for people because they would come into Hungry Heart in the morning for cupcakes or they come into Rabbit Hole looking for espresso,” explained Hart. Additionally, the expanded footprint and full-service restaurant generated more work than the profits from both places justified. On December 18th, having considered the best options for staff and customers, Hart closed Hungry Heart’s Stark Street location and retired the White Rabbit/Rabbit Hole branding.
Hart is still developing the new Hungry Heart format, with several classic items missing from the menu. Currently, they only offer their renowned cupcakes by special order, and the Rabbit Hole soft-serve ice cream is unavailable due to space constraints. Brunch and Lunch items once served on SE Stark Street are no longer on the menu, and the shop now closes at 1 p.m., reflecting its breakfast focus. However, starting in March, a retail business will share the SE 80th Avenue storefront after they close, and that group will sell some Hungry Heart baked items. “We can’t announce yet who, but we’re gonna try out having an afternoon roommate in this space, and they will be selling our cupcakes,” said Hart.
Although Hungry Heart is geared towards takeout, they still have 14 seats inside, with an outdoor seating area planned for summer. Hours of operation could also expand in the warmer months with the possible return of soft-serve ice cream. Hart is not trying to take on too much while integrating the brands, instead focusing on the core business. “I feel fortunate and proud of all these different concepts I’ve had a hand in. Not all of them were highly successful or profitable, but the pastries, coffee, and sandwiches continued to be profitable. I think a valuable lesson is that bigger isn’t necessarily always better. It was really cool being in a bigger space, but I missed being in the smaller space, having a smaller crew and a smaller menu, and just having things be a little bit simpler. The bigger space just felt like a hustle,” said Hart.
The downsizing and return to its origins is not a regression for Hungry Heart. Hart sees it as an opportunity to safely experiment without the pressure of a large restaurant’s staff and overhead. People should expect to find new, exciting foods coming from the bakery alongside the classics. “I’m hoping to take some of the pastries in a more Hispanic direction and do a play on a modern Mexican bakery, offering some more things from my background that I grew up eating. I’ve just been so focused on French pastry since we’ve been open. I’m really excited to take things in a different direction and still offer people the things that they’ve come to know over the years,” said Hart. Hungry Heart is open daily from 8 a.m. to 1 p.m. except Tuesdays.
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