Cupcake crusaders unleash profits to local causes

Leora Feinberg and Angela Law are giving more than half their profits away.

Both mothers of three who've been through financial struggles, the friends decided in February to start Dinner Unleashed! Inc., a catering service aimed at delivering healthy meals to the kitchen tables of working families. That business, backed by Feinberg's cooking ability, soon birthed Cupcakes! by Dinner Unleashed Inc., which utilizes Law's skills as a baker.

The kicker? After overhead expenses, the business gives 51 percent of all profits to local charities. They also regularly deliver free cupcakes to birthday parties of struggling families, and plead with corporations to make donations to needy organizations and institutions in the area. Thanks to their efforts, VitaMix is donating a classroom full of cooking equipment to Bernotas Middle School – where Feinberg has a child in attendance – for use in the Life Skills classroom.

"We just kind of looked at our lives, and she has three children, I have three children, and we decided this is something that we've been really lucky," said Feinberg, of Lake in the Hills. "I came from a family that didn't have any money, and I saw everyone struggle and I knew that it was hard. I raised my kids as a single mom before I got remarried, and it was really hard for me."

Both Feinberg and Law are married, and Law, of Crystal Lake, works a part-time, early-morning job at Costco in addition to her involvement with the new business endeavor.

"We decided that we can finally help people now that we're in a really great place in our lives," Feinberg said. "Financially, we're really blessed. So we wanted to teach our kids, this is something that you should be doing. You should be giving. I don't think enough people do. I don't think people really think about it."

In an effort to keep overhead costs low, Feinberg and Law have sought out help from both local businesses and national corporations.The response has been varied.

In some cases, the two have found that people with money and resources are willing and ready to help. Before they could place their cupcakes in their first – and to this point, only – retail shop, Anna Shea Chocolates & Lounge in South Barrington, they needed to secure a refrigerator for storage purposes.

Feinberg got someone from Sub Zero on the phone, and in a few minutes the company had agreed to provide a fridge to the cause.

Locally, it's been tougher to garner support. The two said they talked to business owners across McHenry County looking for a kitchen they could rent at the cost of utilities.

They were, in Feinberg's eyes, snubbed.

"That's a huge overhead cost of ours, and nobody would help us get a break on that," she said.

The two realize not everyone holds the same charitable aim they do. And in this or any economy, there's a point where you just can't afford to give anymore – a point the two have experienced themselves, Law said.

"The majority of the time, most everyone is accepting. The majority of the time, most everyone is willing to give," Law said. "You just find that every now and then, whether it's their financial circumstances or what, they just can't."

So far, though there's plenty of room to grow, the business is starting to pick up. Feinberg and Law credit some of their success to this point to their differences in personality.

Feinberg, who handles much of the marketing, is a self-proclaimed pit bull who will stick around until she gets what she wants. She's a dreamer who, at age 34, is on career number four. She's spent time as a broadcast journalist, medical assistant and paralegal.

"I'll be like, 'I have this idea,' and she's like, 'Oh, God. What?'" Feinberg said.

Feinberg's husband, Mike Feinberg, has seen the extent of his wife's motivation and work ethic.

"She's learned that there's just so many people out there," he said. "She wants to make sure she can use her skills to give back to as many people as possible. And she just loves it. So she just throws herself into something she loves to do, and she gets to help people at the same time and make a little extra money on the side."

Law, also 34, is more reserved, which keeps a balance within the company, the two said. And she's equally dedicated.

"I'm tired a lot, but it's way worth it," Law said. "I love doing the business, I love working at Costco and I love my family. So that keeps me motivated, and even though I might only get three or four hours of sleep that night, I still can function because I enjoy it all."

The two, in a way, are trying to redefine the threshold at which people are able to dedicate their efforts toward helping others. First and foremost, they'd like the message to reach their kids, who range in age from 2 to 12.

But they'd like people, in general, to direct more of what they do toward helping those around them.

"We're women, and we're moms, and we did it," Feinberg said. "There's no excuse."

Dinner Unleashed! Inc. and Cupcakes! by Dinner Unleashed Inc.:
What: Catering and cupcakes businesses that donate 51 percent of profits to local charities. Cupcakes are available at Anna Shea Chocolates & Lounge at 100 W. Higgins Road, South Barrington.
Information: Call 224-392-8272 or visit www.dinnerunleashed.com