Today we’d like to introduce you to Michael Guzzetta.
Hi Michael, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
We’re originally from Southern California, and when we discovered the Cookie Plug brand—also born in SoCal—it just felt like home. The vibe immediately clicked with us: the hip-hop beats, the bold street art, the unapologetically fun branding, and of course, the cookies themselves are next-level. We were introduced to Cookie Plug through family, and the moment we experienced it, we knew we had to bring that flavor and culture to San Antonio.
As a USAF veteran, and someone who’s had the privilege of working with iconic companies like DreamWorks, Disney, See’s Candies, Microsoft, and H-E-B, I’ve seen the power of strong brands and community-focused business. I wanted to create something that combined that experience with my love for people and culture—a business that didn’t just serve up incredible cookies, but also created a fun, inclusive environment that puts smiles on faces.
The Cookie Plug model is simple and efficient, which gave us the flexibility to focus on what matters most: building a solid team and becoming part of the SATX community. San Antonio has such a strong military and family-oriented culture, and we wanted to add to that in a meaningful way—bringing a taste of SoCal with a local twist.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a completely smooth road, but that’s part of the journey, right? Like any new business, especially in a competitive market like food and dessert, we’ve had our fair share of challenges.
One of our biggest hurdles was falling victim to cyber fraud through DoorDash. It was a tough and unexpected blow—so much so that it forced us to shut down our first location. That experience was devastating, both financially and emotionally. We had poured so much into that store, so to see it taken from us because of something out of our control was incredibly difficult. But instead of letting it stop us, we focused on recovery and rebuilding. We regrouped, learned from the experience, and came back stronger with our second location. It taught us a lot about resilience, protecting our business, and not giving up on what we believe in.
Like many small business owners, we’ve dealt with the challenges of staffing, inventory, and marketing. Traditional advertising methods like TV and radio didn’t give us the return we hoped for, but we found success through social media and digital strategies, which helped us connect with our community more directly.
At the end of the day, we’re in this to make a difference—to bring something unique to San Antonio, share a bit of SoCal culture, and make people smile. That mission keeps us grounded, even when the road gets bumpy.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
Before entering the franchise world, I had the honor of leading Emerging Tech & Innovation at H-E-B, one of the most respected and beloved brands in Texas. In that role, I specialized in identifying cutting-edge technology and figuring out how it could be used to improve the customer experience, streamline operations, and future-proof the business. It was all about staying ahead of the curve and finding ways to blend innovation with H-E-B’s deep-rooted values in service and community.
What I’m most proud of from that time is helping shape how a legacy company like H-E-B could evolve in the face of rapid tech change—without losing what made it special in the first place. That balance between innovation and authenticity is something I’ve carried with me into every venture since.
What sets me apart is my ability to bridge the gap between tech and people. I’m not just chasing the next shiny thing—I’m always thinking about how it can create real value, solve real problems, and connect with real people. Whether it was at H-E-B or now with Cookie Plug, that mindset helps me make forward-thinking decisions grounded in impact.
Bringing that experience into the world of small business has been incredibly rewarding. It’s helped me create efficient systems, make smart data-driven decisions, and build a brand experience that feels modern, fun, and community-focused all at once.
Can you tell us more about what you were like growing up?
I grew up in Hollywood, California, and my childhood definitely shaped who I am today. My dad was killed when I was just four years old, and with my mom working nonstop to support us, I had to grow up fast. I became pretty street-wise early on and learned how to navigate the world with a lot of independence. Even though things weren’t always easy, I stayed curious and creative—always drawing, cracking jokes, and dreaming big.
I’ve always had a huge love for Disney—like, next-level fan—and as a kid, I actually wanted to be an animator for them. Art and creativity were my outlets. That passion later evolved into a love for performing arts, which ended up changing the course of my life. I went from drawing characters to becoming one on stage.
One of the most defining chapters of my life was my time in the Air Force, where I had the honor of being part of a group called Tops in Blue. It was basically the Air Force’s own USO-style performance troupe, and I was selected as a vocalist in 1995. We traveled the world putting on shows for service members to boost morale. But we weren’t just performers—we were also the road crew, setting up and tearing down 18,000 pounds of equipment every single day. It was a grind, but also one of the most incredible experiences of my life. It taught me discipline, teamwork, and what it really means to serve—not just your country, but your community.
Looking back, I’ve always been driven by a desire to connect with people—whether through art, performance, or now, business. I love making people laugh, I love bringing joy to others, and above all, I deeply value family. Everything I do today is rooted in those early experiences and the lessons they taught me.
Pricing:
- $5.00 – Single Cookie
- $17.00 – Bump Sack (4 Cookies)
- $25.00 – Half Sack (7 Cookies)
- $35.00 – Fat Sack (12 Cookies)
- $55.00 – Dub Sack (20 Cookies)
Contact Info:
- Website: https://cookieplug.com/
- Instagram: https://www.instagram.com/cookie.plug_sanantonio/
- Facebook: https://www.facebook.com/cookieplugsatx
- LinkedIn: https://www.linkedin.com/in/michael-guzzetta/
- Twitter: https://twitter.com/cookieplugsatx
- Youtube: https://www.youtube.com/@cookieplugsatx/featured
- Yelp: https://www.yelp.com/biz/cookie-plug-san-antonio-5
- Other: https://maps.app.goo.gl/8Nq8sE25stb4zSNs7
