Bright New Chapter: RJ’s Burgers & Ice Cream Co. Opens in East Lansing
Bright neon lights, pink-striped walls and gleaming white counters set the tone inside RJ’s Burgers & Ice Cream Co., where a vibrant interior mirrors Robert and Yvette Wilkie’s journey toward building something joyful in the wake of an unimaginable loss.
In 2011, the couple’s son, RJ, died just days after he was born. The immense grief led them to start baking sweet treats as a type of therapy, which resulted in the opening of RJ’s Heavenly Delights in Jackson three years later. Then on Dec. 9, 2025, their son’s birthday, the Wilkies’ expanded their business and opened RJ’s Burgers & Ice Cream Co. in East Lansing’s Brookfield Plaza.
“My wife and I started going to counseling, and a vision came to her,” Robert Wilkie said. “We started out doing pastries and wedding cakes, and one thing led to another. She always called it ‘from pain to sweet purpose,’ and here we are today with our second location in East Lansing.”
A home-based bakery expanded into a storefront and eventually to a downtown Jackson building. Buzz around the business has grown over the years, and now many Lansing, Haslett and Grand Ledge residents make day trips to the RJ’s location in Jackson.
“We decided East Lansing would be a great spot for us to come to,” Wilkie said. “There are a lot of other great local businesses here, and we thought it would be a great opportunity for RJ’s to continue to do what we do best — work hard and give people a great experience.”
Wilkie hopes to provide for customers with different tastes, offering smash burgers, hoagies, 34 flavors of ice cream and a variety of other unique desserts. Wilkie works right alongside his staff, crafting milkshakes, ice cream nachos, edible cookie dough, cheesecakes and other sweet treats.
“It’s a happy place for us,” he said. “It feels like we’re living out our son’s name, RJ is for Robert, Jr. We get up every day with a smile on our face — happy to do it. It means a lot to us to see people responding to what we have to offer.”
It’s a happy place for customers too, with blue and pink cotton candy-colored bistro tables and chairs outside, pink striped walls, white marble countertops, bright neon signs and ice cream benches, the restaurant has become a destination for people looking for a unique photo opportunity, along with foodies.
A recent online review reads “whoever made this burger is operating in their gift,” a remark that truly felt validating for Wilkie.
“We’re thankful for that review there,” he said. “We do feel like this is a gift, we’re in there working everyday constantly. Just to hear a customer say that really sums up that we’re doing the right thing at the right place. That was validation and confirmation for sure.”
After starting the business following a tragedy, the couple has been inspired by hearing other people’s stories and connections to grief, loss and moving forward.
“We talk to other couples who have lost a kid, a spouse, or parent. We also do a lot of mentoring for young people,” Wilkie said. “I think we’re a breath of fresh light being very open to talk to people. One of us is always there, working right along our team. We’re there hand-in-hand, talking to customers, taking out trash and wiping tables just like everybody else.”
The new store has already gained traction and attention from various bloggers and podcasters. Even Gov. Gretchen Whitmer made an appearance at the restaurant’s grand opening. Wilkie is thankful for the East Lansing community’s response and support thus far. He said the business could further expand eventually, but for now, they’re content.
“We’re just taking it one scoop and one smash at a time,” Wilkie says. “We’re just happy to be here.”
RJ’s is located at 1399 E. Grand River Ave. and is open from noon to 10 p.m. Monday through Saturday and from 3 to 9 p.m. on Sunday.