Starting now through August 1, customers can submit their ideas via the company’s website. A panel will select five finalists, with public voting determining the victor starting August 7. The grand prize winner will be announced on August 27 and will receive free kolaches for a year, along with the possibility of having their creation featured as a future 'Kolache of the Month.'

The initiative has proven to be more than a marketing gimmick. Last year’s winner, Erin Hargett, proposed a Birria Kolache inspired by traditional Mexican cuisine. After months of testing, the item became a hit as a limited-time offering and is now slated for a permanent spot on the nationwide menu this fall. According to Master Baker Hermann Gruebler, the contest serves as a recurring opportunity to tap into customer creativity, often yielding concepts that the company’s internal team might not have conceived independently. Second and third-place winners will also receive free kolaches for six and three months, respectively.