From Passion to Plate: Antonelli’s Cheese Shop

Defined by storytelling, and a commitment to doing things right.

Photos Courtesy Antonelli’s Cheese Shop

Sixteen years after opening in Austin, TX, Kendall and John Antonelli still talk about their business with the same mix of humility and wonder that defined its earliest days.

“Every single year we have to re-evaluate our model, make tweaks, simplify, pivot and have the courage to say goodbye to whatever isn’t working,” says Kendall Antonelli. “It’s still a passion project to this day; fortunately, we just have a lot of passionate people helping us problem solve.”

That mindset has allowed Antonelli’s Cheese Shop to evolve into one of the country’s most respected specialty cheese destinations. Still, the road has been anything but straightforward.

LEARNING THE HARD WAY

From the outside, the story of Antonelli’s may look like a romantic leap into entrepreneurship. In reality, it required a rapid education in what it truly means to run a business.

“Looking back, the biggest risk we underestimated was how much of the business would rely not just on passion, but on building the right systems and discipline behind the scenes,” says Kendall. “We went into it with a deep love for cheese and a belief in creating meaningful experiences, but running a sustainable business requires constant attention.”

That realization came early on, and the couple approached it with a fierce intensity.

“We knew it would be hard work, and we didn’t get a single day off for the first eight months,” she says. “But I also didn’t anticipate how difficult it would be to be a good manager.”

Even with a natural inclination toward people, leadership proved to be its own challenge.

“We’re both ‘people people’— turns out that does not make you a good manager,” says Kendall. “People are clearly diverse and unique and have their own lived experiences and needs. It’s challenging to navigate sometimes, making sure the needs of our team and our business are simultaneously met.”

While others may have given up, the Antonellis leaned in and developed their leadership skills and surrounded themselves with individuals who could help fill the gaps.

FROM IDEA TO ENDURANCE

While many businesses can point to a singular moment when everything clicked, Antonelli’s growth has been more gradual, defined by a series of small, intentional decisions.

“Honestly, every single year, we have to re-evaluate our model,” says Kendall. “It’s still a passion project to this day.”

Still, there were moments that forced the couple to think differently, particularly when they began considering their future beyond the shop.

“The first big milestone was when we wanted to start a family, yet we couldn’t fathom how either of us could get a day off, much less both of us take a maternity/paternity leave,” she says. “So, we modeled it out, set hiring dates, and took a leap of faith, paying folks before the money was all the way there.”

That decision marked a turning point, not just for the business, but for the Antonellis personally.

“Now, looking back, we always said, ‘Let’s give it a go for a couple of years; then we’ll go back to our day jobs,’” she says. “Fortunately, those first two years have now turned into 16. It astonishes us to this day that we’re still here.”

CURATING WITH PURPOSE

In the early days, the couple faced the challenge of access and needed to convince producers to trust a new shop.

“We actually had to prove ourselves to convince artisans to let us feature their products,” says Kendall. “They want to make sure their foods go to wholesalers and retailers who will take care of them, representing the cheeses at their ideal states.”

At the same time, the shop had to navigate logistical hurdles in sourcing.

“We also didn’t have much artisanal cheese coming into our market, so part of early sourcing was what we could get and who would actually give it to us,” she says.

That’s no longer the case, and the shop’s history has actually turned up some new challenges concerning sourcing.

“Great artisans pop up daily, and we find ourselves saying ‘no’ more than we want,” says Kendall. “But we’re a small shop and we’re long-term relationship people — meaning that, if we pick up a new product, it often means we have to kick something else off the shelves.”

LETTING THE EXPERIENCE LEAD

At Antonelli’s, the experience of cheese is just as important as the product itself. That philosophy shapes everything from the retail case to the shop’s popular tasting events.

“In the shop, guests can taste anything they want, and we let their taste buds guide them,” says Kendall. “We sell what our cheesemongers are excited about.”

For those seeking something different, Antonelli’s offers a range of curated experiences, from cheese clubs to guided tastings.

“For those who want new, unique and surprising finds, we recommend our monthly cheese club,” she says.

But it is the in-person tastings that have become the heart of the business.

“The best experience of cheese we offer is through our Signature Tasting Experience, a ticketed, two-hour guided tasting of seven cheeses, seven pairings and other goodies,” says Kendall. “With eight public tastings and at least four private events weekly, we’re hosting over 12,000 folks yearly.”

Those experiences helped define Antonelli’s identity. “That’s where we’ve found our sweet spot, not only educating customers, but also truly living what it is to be in the hospitality industry and bring folks together over a shared experience,” says Kendall.

As the business has evolved, so too has the couple’s philosophy around cheese itself.

“When we first opened Antonelli’s Cheese, our definition of ‘great cheese’ centered heavily on craftsmanship, and we often equated greatness with how hard it was to get in our area,” she says. “Today, we still deeply value quality and craft, but we also define great cheese by the experience it creates.”

LEARNING FROM MISTAKES

As Antonelli’s expanded, the Antonellis embraced new opportunities, including wholesale distribution and a second concept that ultimately didn’t succeed.

“One of the biggest inflection points for us was realizing that we were not just selling cheese, we were creating experiences,” says Kendall. “Another key moment was expanding into wholesale and broader distribution.”

Not every move worked.

“I’d be remiss if I didn’t mention our big failure of opening a second concept that included a kitchen, which we opened in January 2018 and closed it that December,” she says.

Still, those setbacks proved valuable.

STAYING CONNECTED

As the business has grown, maintaining a sense of intimacy has remained a priority.

“Whether someone is walking into our shop, attending a class or receiving a shipped box, we want it to feel personal,” says Kendall.

That commitment extends to how the company engages with feedback.

“We literally read every review, and we respond to every negative one — often inviting guests for a coffee to discuss more,” she says.

At its core, Antonelli’s is guided by a simple but powerful belief: “Do good, eat good.”

“That’s not just a tagline for us, it is a filter for how we operate every day,” says Kendall.

That philosophy is also evident in the company’s actions.

“We’ve barely broken even the past two years, but we still managed to support over 400 local nonprofits last year,” she says. “We always say that if we can’t be in the business the way we want to — supporting our community — then it’s not worth being in business.”

THE ROAD AHEAD

Even after more than a decade in business, the Antonellis remain optimistic about the future of cheese.
“What’s so exciting is that the American cheese industry continues to attract some amazing people and create some delicious cheese,” she says.

She feels inspired and hopeful that folks keep falling in love with new-to-them cheeses.

“Ultimately, through cheese, our goal is to continue creating joyful, meaningful experiences that invite more people into that world,” she says.