From Vienna’s Cafés to the US Bakery Scene: A Journey in Entrepreneurship
February 20, 2025
By Amanda Cooke
Meet Jaina Dinino, a Webster Vienna Private University (WVPU) Study Abroad alumna from Spring 2023 who recently opened a Viennese-inspired bakery in the United States.
At her new bakery and café in the city of Rochester, New York, the entrepreneur offers croissants, Danish, brioche and other breakfast pastries.
“While in college, I decided to study abroad and attend Webster Vienna, mainly because of the robust International Relations and Business programs,” Dinino said. “However, the deciding factor that brought me to Vienna was a testimonial by a student sharing how he enjoyed two fresh baked croissants every morning on his way to campus from a bakery near his apartment. Though I am deeply passionate about IR, I am equally as passionate about food and pastry, and the idea of exploring and immersing myself in the city’s cafe culture was very appealing to me.”
“While in Vienna, as I expanded my knowledge on European politics and International Human Rights Law — shout-out to Professor Marco Bocchese — I learned just as much about Viennese cafe culture (thanks to my own, ahem, independent studies).”
Dinino spent her free time while studying abroad at WVPU in cafés and bakeries all over Vienna. Her personal favorite was Vollpension in the 4th district. Their “Oma’s house” aesthetic heavily influenced the interior design of the Rochester business, called Butterjoy. The walls of Butterjoy are covered in antique tchotchkes, coffee and pastries are served in vintage chinaware, and the dining area is filled with antique tables and chairs.
The overall intention for creating Butterjoy was to establish a neighborhood spot where the community could come together and unwind over good coffee and pastries.
“Looking back, there is definitely a part of me that wanted to emulate Vienna’s cafe culture in a way that would work in Rochester. I am forever grateful of the time I spent in Vienna and at Webster, and I am so lucky to be able to share the things I loved most about Vienna through my small bakery in Rochester.”