DECATUR, Ill. (WAND) — What started as a home bakery is quickly becoming a Saturday morning tradition in Decatur.

By the time the downtown Mercy Market opens, customers are already waiting for Mama Bear Bakery's fresh sourdough, cookies and cinnamon rolls.

The bakery has sold out every Saturday for the past month, with some customers arriving early just to make sure they don't miss their favorites.

For owner Jessica McBride, the growing demand is exciting — but it also means making more every week.

“Every week I try to make a little bit more, a little bit more. And it keeps selling out!" she shared with a smile. "I'm like how?”

That demand means McBride's workday starts well before the market.

She often gets up around 3 or 4 a.m. to bake and package everything before her children wake up. Then, the rest of the day becomes a balancing act between running the bakery, homeschooling her boys and being a mom.

Her kitchen has become a business headquarters of sorts, with baked goods sharing space with schoolwork and family life.

And her sons aren't just watching the business grow — they're helping cheer it on.

McBride says they are some of her toughest food critics, with strong opinions about everything from her cinnamon roll icing to her brown-butter chocolate chip cookies.

The bakery's popularity has also brought unexpected moments, including surprise deliveries for customers and small businesses in town.

For McBride, that's what makes the long hours worth it.

“You can bring people together with food. I have had people message me saying, when I try your food, it makes me think of home.”

She says there's a lot more work behind each loaf than customers may realize.

But judging by the line at Mercy Market each Saturday, the community seems happy to wait.

And for McBride, every sellout is a reminder that Mama Bear Bakery has become about more than baked goods — it's become a place where people feel connected.

To learn more and place an order, click here. You can also find Mama Bear Bakery at the Mercy Market every Saturday morning starting at 8am.

Copyright 2026. WAND TV. All rights reserved.