[4] Bill Knapp "was interested in providing decent food for a reasonable price with friendly service."

[citation needed] In 1998, after its sale to an entrepreneur from California, Bill Knapp's instituted a "That was then, this is WOW" marketing campaign, as well as an overall revamp of the chain's image.

The new ownership hung colorful shower curtains between eating booths, played rock and roll music (often loudly) throughout the dining areas, revised old building exteriors with newer, hipper color schemes, and further changes, including the installation of televisions and video games in restaurants.

Prior to 1996, Bill Knapp's cuisine was prepared, home style, in a commissary which supplied all of its restaurants daily or every other day.

As commissary costs continued to rise, more of Bill Knapp's signature foods had to be outsourced to larger processing facilities.

While the organization elevated food safety standards, higher costs combined with lower quality led the chain to its ultimate downfall.

[3] On Tuesday May 21, 2002, Bill Knapp’s filed for voluntary Chapter 11 protection in U.S. Bankruptcy Court for the Western District of Michigan.

[8] A company controlled by Awrey's heir Marty Carrier acquired the rights to the Bill Knapp's name and dessert recipes in 2005 and began marketing Bill Knapp's bakery products in grocery stores as well as an outlet store in Saline, Michigan, which opened in 2019.