In summer 2023, while sailing through the icy waters of Alaska, Jeffrey and Dakota Thomas-Wilhelm had a vision. A cozy, welcoming cafe where members of the Champaign-Urbana community could feel at home, sip coffee and enjoy fresh, warm bagels.
That Alaskan cruise planted a seed, and back in C-U, the idea of Good Judys Espresso & Bagel Bar started to take shape. So, they decided to take a leap of faith.
Jeffrey, co-owner and general manager of Good Judys, was stuck in a job that left him drained and questioning if this was what he wanted to spend his life doing.
But Dakota, co-owner and public relations manager of Good Judys, did not let his husband abandon hope.
“(Jeffrey) straight up wanted to give up at one point … He was getting ready to apply to random jobs,” Dakota said. “I was like, ‘Absolutely not, because if you apply to another random full-time job that you are not going to enjoy, you are not going to take the time and energy to develop this business any further.’”
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That push was exactly what Jeffrey needed.
With no storefront and no experience in the food industry, Jeffrey started small — experimenting with bagel recipes in their home kitchen, tweaking flavors and textures until he found the perfect balance.
At the same time, he applied to Espresso Royale, working as a barista at the Grainger Engineering Library and the Urbana Krannert View location. Jeffrey immersed himself in the world of coffee to learn the ins and outs of what it would take to run his own business.
All the while, Dakota laid the groundwork for Good Judys. He secured a Champaign County Chamber of Commerce microloan after various funding sources declined him and was able to start Good Judys as an online business.
They took their bagels to the C-U Winter Farmers Market, where they quickly experienced their first sellout — the moment that confirmed they were onto something special.
“After all the denials we got in the fall of 2023, I did not think we would be going back to the bank six to eight months later like, ‘No, you really need to help us this time because we cannot keep up with this demand in our house,’” Dakota said. “We accidentally got a cult following for our bagels.”
In the following weekends, the couple met new customers, shared their story and watched as people returned for their bagels week after week. The farmers market gave them visibility, but more importantly, it proved that their vision resonated with the C-U community.
In December 2024, the two officially opened the doors to their brick-and-mortar shop at 2740 S. Philo Road, which turned the home-based bagel business into a reality.
Kari Bartelson, longtime friend of Jeffrey and Dakota, shared the thoughts that went into creating the physical space.
“They took so much time and detail to figure out how they really wanted to present Good Judys,” Bartelson said. “It definitely reflects who they are as people, their style and really having a place where people can come together — that is Good Judys.”
For Jeffrey and Dakota, that sense of uniqueness and belonging is precisely what they set out to create.
The name “Good Judy” itself is a nod to LGBTQ+ culture. It refers to the icon Judy Garland, a well-known supporter of the LGBTQ+ community in her time. It is a term of endearment used to describe a trusted friend, a safe space or someone you can count on.
That identity is embedded in every aspect of the shop, from its friendly staff to the mural of Garland herself.
For many employees, the location is more than just a workplace; it’s a space where they feel seen, valued and free to be themselves.
Gabriel Gonzalez, employee at Good Judys and graduate student studying dance, shared his experience working closely with Dakota and Jeffrey.
“They are so sweet, and behind the scenes, it feels like I am hanging out with friends,” Gonzalez said. “We have a lot of musical moments where we are just blasting music and making bagels before the sun is even up. It feels like a very special experience.”
Gonzalez has noticed that even on their days off, employees choose to spend time at Good Judys — a true testament to the welcoming and inclusive space Dakota and Jeffrey have built.
Through setbacks, doubts and a journey that took Jeffrey and Dakota from a small home kitchen to a thriving cafe, they never gave up on their dream of creating something meaningful for the people of C-U.
“I try to remember the names and build connections with our customers, which helps set us apart,” Jeffrey said.
As the doors to Good Judys open each morning, it’s clear that the cafe is more than just a business — it is a reflection of the couple who brought it to life. It is a testament to the kind of people Jeffrey and Dakota are — dreamers, creators and, above all, Good Judys.
