3rd Annual Profiteroll


The nation’s only on-bike bakery crawl returns on April 4th.


Since 2018, Philly’s cycling and restaurant communities have come together to put on Profiteroll, a pastry scavenger hunt ride that honors the life and culinary talent of Emily Fredricks.

All proceeds from the event benefit our advocacy for safer streets, including our work with Families for Safe Streets Greater Philadelphia, a group co-founded by the Fredricks Family and the Bicycle Coalition.

This year, registered riders can choose from 1 of 2 self-guided routes. The North route runs through Fishtown, Fairmount & Brewerytown. The South / West route (recommended for more avid cyclists!) hits spots in South, Center City, and West Philly.

The coffee shops, patisseries, restaurants and even bike shops along each route provide riders with a passport stamp and a small treat. Riders then bring their completed passports to the post-ride “Sweet Spot” (located at our Education Center on Lemon Hill) for prizes, BBQ, post-ride drinks, live music and more!

Your ticket includes: pastries at each stop, t-shirt, free admission to the Sweet Spot afterparty, 1 drink ticket

participating stations (so far)



What are the routes?

We’re still recruiting stations, so the routes will depend on what stations sign on. There will be two routes this year: a longer route for more avid cyclists and a shorter route for those who prefer to take their time. The short route (approximately 4 miles) will go from Fishtown to Fairmount, while the long route (approximately 8 miles) will go across South Philly, Center City, and West Philly, ending in Fairmount Park. This year we’ll be providing GPS turn-by-turn through RideWithGPS, so you’ll know the route no matter which one you choose. Businesses: sign up to be a station on one of our routes!

What does registration include?

When you buy a ticket, you’ll get complimentary treats from participating businesses, an event t-shirt, and access to the RideWithGPS app’s turn-by-turn directions for the self-guided route. You’ll also get admission to our after-party, with games, celebrations, a post-ride drink (beer or non-alcoholic), and pay-as-you-go barbeque.

Tell me more about the cause. Where do the proceeds go?

100% of each ticket sold will go to the Bicycle Coalition of Greater Philadelphia and support Families for Safe Streets Greater Philadelphia. Riders support our advocacy for safe streets and better bicycle infrastructure. 

This ride was launched in memory of Emily Fredricks, a pastry chef who was hit and killed while riding her bike to work. The service industry is especially impacted by the issue of bicycle and street safety. Since starting this ride, we have heard from many restaurants and food businesses of how their employees have been involved in bike crashes. We’re proud to host a ride that launches a dialogue within the industry as well as elevating the issue within the public discourse.

How do I sign up to be a stop on the ProfiteROLL route?

Fill out this form here! We’ll then add your business to our list of stations.

How many donated treats will my business be expected to provide?

100. We are expecting 100 riders for each route, and each stop will only be on one of the routes. These treats can be sample size (there are many stops where participants will be eating, after all).

What are the benefits of my business participating?

Your business will be associated with our fundraiser, and we’ll be doing a lot of marketing and publicity leading up to the event with your business’ name on it. We’ll also issue you a tax receipt for your in-kind donation. However, the best reason to support is that your participation helps us raise funds and grows the profile of the issue of safer streets.

My business is swamped on weekend mornings and I don’t know that we can handle the traffic, but we want to participate. Do you have any solutions?

We can provide a volunteer to set up outside your business and hand out treats, so as not to disrupt your usual business.

We’re closed during ride hours but want to support. How can we do so?

You can donate a gift card! We will be awarding prizes to riders who fundraise beyond their registration fee, and your donated gift card would make the perfect prize 🙂

A huge thank you to our sponsor, Philly Foodworks!

Philly Foodworks is an online market and farm share program that is dedicated to creating a sustainable local food system for the Greater Philadelphia region. Having started out as urban farmers ourselves, we understand the rewards and challenges of growing food, and we are committed to building a better distribution network between farmers/producers and consumers in our area.


Shop a la carte or select one of our unique subscriptions. In our online market, we offer the largest selection of local food in the Greater Philadelphia region (including fresh produce, meats, cheeses and other dairy products, baked goods, pantry items and prepared foods, and home and beauty products)—plus fully customizable farm share boxes. Click here to learn more.


Use the code BIKEVEGGIES for $15 off your first purchase.


Get entered to win $100 gift certificate to Philly Foodworks

Ways to Participate


SPONSOR THE ROLL and our riders and revelers will associate your company’s name with the sweetest ride in the city.

BECOME A PASTRY STATION on either our North or our South/West route. Each route will have a maximum of 100 riders, so each pastry station should be prepared to provide 100 small treats total during the event. 

CREATE A SPECIAL for the day of the event or even the week leading up to it, and donate a percent of the proceeds to Families for Safe Streets Greater Philadelphia & the Bicycle Coalition.

TABLE AT THE POST-RIDE SWEET SPOT aka the Bicycle Coalition Education Center on Lemon Hill. Riders from both routes are invited to end their day here with prizes, BBQ, live music and bike community goodness.

DONATE PRIZES, gift certificates or other in kind support to our post ride party.


REGISTER TO RIDE Early bird pricing is live until March 13th. Don’t sleep on the $10 savings that could buy you even more treats the next day — you know you’re gonna want to combat that inevitable sugar withdrawal!

JOIN US AT THE POST-RIDE SWEET SPOT If the Roll itself is not your thing, you’re still invited to hang with us afterwards at the Bicycle Coalition Education Center. There will be BBQ, more treats & live music from 12-2 pm.

DONATE to support the Bicycle Coalition’s safe streets initiatives like Families for Safe Streets Greater Philadelphia and Vision Zero.

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