Schmackary’s, a Hell’s Kitchen cookie shop that has enough of a cult following that it’s the subject of a BuzzFeed list, is the latest Manhattan spot to open on (or just off of) Bedford Avenue. The cookie shop joins Meatball Shop, Dos Toros, Umami Burger, Sweetgreen, Davey’s Ice Cream, Joe’s Pizza, The Bean, and soon Gunz and Parm in turning Williamsburg’s main drag into a mini Manhattan.
If you avoid Times Square as studiously as we do, you may not be familiar with Schmackary’s. Nebraska transplant Zachary “Schmackary” Schmahl started the company in 2011 as an online delivery business a la Insomnia Cookies and, the next year, moved it into a storefront on 45th Street. The place describes itself as “Generation Y’s answer to the old American bakeshop,” which means wacky tweets addressed to its “cookie monsters” and kooky cookies with names like the Yogi Bare. (It’s safe to say the late, great Yogi Berra never ate a vegan, gluten-free cookie made from “free oats,” peanut butter, applesauce, cranberries, almonds, sunflower seeds, pumpkin seeds, raisins, maple syrup, and cinnamon.) Schmackary’s also offers brownies, shakes, gelato sandwiches, plus s’mores and macaroons (sorry, we refuse to call them sch’mores and schmackaroons).
This being Bedford Avenue, there will need to be a coffee program, and Schmackary’s delivers by grinding beans roasted by Kobrick Coffee Co.
An employee at the Hell’s Kitchen outpost says the location at 193 Bedford Avenue (previously home to the Lola Star pop-up) will open around early October.
