Donald Deibler, business manager of All Stars Ice Cream and Cafe Bakery in Hegins, Pennsylvania, has adopted a personal policy that he says brings structure to his dual roles in the food and beverage industry: no goal counts unless it is written down first.
Deibler sets yearly goals every January 1 and monthly goals at the start of each month. Both lists remain visible to him daily, rather than being filed away and forgotten. “I like to set yearly goals every January 1st and monthly goals at the beginning of every month,” Deibler said. “I keep these in the back of my mind daily.”
The policy is straightforward, but Deibler emphasizes that discipline lies in follow-through. Running a bakery and cafe while also supporting his wife’s ownership of Dead Horse Beer and Burritos means his days rarely follow the same pattern. A written goal serves as a constant reference point when schedules become hectic.
Deibler approaches both challenges and goals by taking things one task at a time. Large yearly targets are broken into monthly steps to prevent them from feeling overwhelming. He measures success by accomplishing goals and exceeding past performance, relying on his own scorecard rather than external validation.
The monthly goals are not merely smaller versions of yearly ones; they are specific steps toward the larger objective. On January 1, the year’s goal is written down in full. On the first of each month, a smaller, specific goal is added underneath it. Daily, both remain visible enough to shape decisions. When asked about continued growth, Deibler said it comes “by setting new goals,” indicating that one goal closes and another opens.
The policy extends beyond a single business. Deibler manages All Stars Ice Cream and Cafe Bakery and supports Dead Horse Beer and Burritos, meaning two sets of goals often run simultaneously. He credits his family, including his parents and five siblings, for shaping his approach to managing multiple priorities. Growing up in Donaldson, Pennsylvania, taught him to divide attention without losing track of any commitment.
Outside of business, Deibler applies the same habit to community involvement, including local youth sports donations and volunteer coaching. These commitments also run on a calendar rather than good intentions.
Deibler said the qualities most important to making the policy work are “hard work and a positive attitude.” He gauges success “by my own standards,” whether evaluating a monthly bakery goal or a longer-term plan for the burrito business.
The written-goal habit is not a marketing device but the same operating rhythm Deibler has used across both businesses for years, now made explicit for anyone who asks how he keeps two food and beverage operations moving in the same direction.
Deibler graduated from Pine Grove High School in 2011 and from Albright College in 2015 with a degree in Music Business.
