Located at 1011 S. Townsend Ave., Montrose Donuts and Deli opened in 2017. Cesar Hernandez and his wife purchased the business from his wife’s cousin — the original owner — at the height of the pandemic in 2020.

The shop, which is open from 5 a.m. to 4 p.m., offers fresh-baked donuts, pastries, breakfast and lunch sandwiches, smoothies and more.

Hernandez had no prior experience running a business before purchasing Montrose Donuts and Deli. Although he held an associate degree in business management, served in the Marine Corps, and worked 20 years in shipping and receiving, he had never owned a business.

Montrose Business Times: What made you decide to purchase the business, especially during the pandemic?

Hernandez: Once the pandemic hit, my job went from 100 hours every two weeks to less than half of that. My wife and I visited the area and fell in love with Montrose. Where else can you go from work to fishing in under 10 minutes? It’s so beautiful here, and the people are so friendly. We used our savings and 401(k) to purchase the business.

MBT: What was the biggest challenge for you when starting out?

Hernandez: The baking! The only thing I knew about baking was how to open a box of cake mix. Thankfully, my wife’s cousin stayed on and showed me the ropes. I went through a two-month crash course learning how to bake and run the operation.

MBT: What has been the biggest surprise and challenge since you opened?

Hernandez: I’m surprised that after four years, I still learn something new every day — usually what not to do. Specifically, I’ve been surprised by how much I need to adjust to Montrose’s climate. Every day I tweak the recipes to accommodate the current weather conditions, like humidity, pressure or temperature. Otherwise, the pastries and croissants don’t turn out right.

MBT: What do you want customers to feel when they walk in?

Hernandez: I want my customers to feel the family atmosphere. We love chatting with folks who walk in, and we invite everyone to talk with our friendly staff. And of course, I want people to love the pastries and sandwiches.

I especially like seeing parents stop by in the morning with their kids on the way to school, the morning coffee crowd, and the rush after school as kids come in for smoothies. It’s such a friendly town.

MBT: What advice would you give to new business owners?

Hernandez: Have lots of patience! You’re going to live, eat and sleep your business for the first few years until you learn the ropes. More importantly, don’t be afraid to take the leap. I always wanted to own a business, and it took me 20 years to do it. I wish I’d done it much sooner.

MBT: Do you offer catering?

Hernandez: We sure do. We offer everything from fresh fruit trays to pastry and sandwich platters. Folks just need to call 970-964-4445 to discuss what they need.

Jen Wolfe is a freelance contributor for the Montrose Business Times