Rapid City’s beloved cookie destination has a new name—but the same familiar faces, flavors, and commitment to community are still front and center.
In a recent Facebook Live announcement, owners Julie and Rob Mahaffey unveiled a thoughtful rebrand of their downtown bakery, formerly known as Mary’s Mountain Cookies. The new name? Simply: The Cookie Shop.
“We have decided to become The Cookie Shop,” Julie said with a smile. “We have a new name and a new logo. That’s pretty much the only things that are going to change here.”
Located at 526 6th Street, The Cookie Shop has been a sweet staple in Rapid City since 2018. While the name may be new, the Mahaffeys are quick to reassure longtime fans that nothing else is changing—especially not the cookies or the customer experience.
“If you know us, Rob and I are not going to not honor the things that we have had in the past as well as everything going forward,” Julie emphasized. Loyalty programs like the popular “buy six, get two free” deal and punch cards will continue as usual.
Their lease at the location runs through 2038, and the couple made it clear: they’re here to stay. “We are not going anywhere. We’re going to bring you the same delicious cookies, the same amazing customer service we hope that we can give you,” said Julie.
Alongside the rebrand comes a light refresh of the physical space. Customers can expect some new décor and a fresh coat of paint, but the welcoming vibe and indulgent treats remain unchanged. Julie compared it to rearranging furniture: “This feels good. It’s like when you rearrange your furniture and your husband comes home to sit on the couch and it’s not there.”
The Cookie Shop is also preparing for its annual May fundraiser benefiting the Children’s Miracle Network—a tradition the owners are passionate about continuing. A portion of sales from selected menu items will go toward the cause, reinforcing the shop’s ongoing commitment to community involvement.
For now, the new brand represents more than just a name; it’s a renewed sense of identity and pride in their locally-owned business. As Julie summed it up, “This feels right. It feels like us.”
The Cookie Shop is open at 526 6th Street in downtown Rapid City.
