Jennie Dobbs, inspired by her entrepreneurial spirit and love for food, embarked on a journey that led her to establish Morris East, a beloved pizzeria in Halifax. Initially launched in 2008 with a modest 37-seat venue, Morris East has since expanded to include locations in Bedford and on Quinpool Road.
Dobbs’ decision to enter the restaurant industry was driven by her lifelong passion for cooking and a desire to forge her path as a business owner. “I think I was born an entrepreneur,” Dobbs reflects, recalling her early entrepreneurial endeavors and her innate drive to achieve financial independence.
Recognizing the inherent risks of the restaurant business, Dobbs strategically chose pizza as her flagship offering due to its universal appeal. She emphasizes Morris East’s commitment to quality, sourcing fresh local ingredients and creating pizzas that delight customers with their flavors.
When the COVID-19 pandemic disrupted traditional dining experiences in 2020, Dobbs seized the opportunity to explore new operational strategies. It was during this period that she discovered the Greater Heights of Growth program, facilitated by the Centre for Women in Business and supported by the Women’s Entrepreneurship Strategy.
Describing the program as akin to a condensed MBA, Dobbs credits it with transforming her approach to business management. “The benefit of the program is you get to work on your business and not in your business,” Dobbs explains, highlighting its role in enhancing leadership skills and strategic planning.
The Greater Heights of Growth program focuses on equipping women entrepreneurs with the tools to scale their businesses effectively. Through strategic planning, peer-to-peer learning, and personalized coaching, participants like Dobbs gain insights into industry dynamics, optimize business processes, and foster a culture of growth.
Reflecting on her experience, Dobbs underscores the importance of peer-to-peer learning and strategic planning in achieving sustainable business growth. She values the community of like-minded entrepreneurs and the collective wisdom shared during the program.
With the program’s support, Morris East not only weathered the challenges posed by the pandemic but also achieved its best financial year following Dobbs’ participation. Looking ahead, Dobbs remains committed to delivering exceptional dining experiences while continuing to innovate and grow Morris East’s presence in Halifax’s culinary landscape.
