In today’s recession plagued economy, expansion is the last thing on many small business owner’s minds. But Jilly’s Cupcake Bar and Café in University City is bucking the trend. The Café is adding 1,200 feet to make room for extra tables and chairs.

“It took a long time for us to make the decision to expand,” said owner  Jill Segal. “But we need this extra space for corporate catering and for our Sunday lunch. We decided it was more cost effective to expand than to move someplace else.” 

The café serves cupcakes, a highly praised brisket sandwich, a yummy Cubano sandwich and other food items. Everything customers eat is house made. The business is located at 8509 Delmar Blvd. in the Delmar/Interstate-170 Business District just feet from the intersection of Interstate-170 and Delmar.

“We love the location,” Segal said. “It’s at the intersection of Clayton, Ladue and University City. University City is a family oriented, eclectic, open-minded community. I live in University City and have always found it to be a great place.”

Segal started pondering an expansion a year ago but made the final decision in November. The café opened in August of 2007, four months before the current recession started.  Segal said the business’ revenue has grown 15 percent annually.

Before opening Jilly’s, Segal owned an advertising agency: Segal Advertising. She said her background in advertising has helped her in her current venture.

“You can’t be in business in a slow economy and not reach out to the public,” Segal said.  “You can’t stay open without letting people know you are here.”

Jilly’s employs 30 people, said Segal.