Dude, are you, like, SEEING this right now bro! Like, REALLY seeing it! It’s like the entire universe is in there, which is like, you know, I can eat one and it’s like I’m not even here sometimes, just like feeling the cupcake you know bro? Like, totally being in it, and then, like, it’s like I’m not even there anymore. So like, where am I? Is the cupcake inside of me, or like, am I the cupcake? Bro- seriously. Seriously bro. I f***ing love you guys.
And because I love you so much, we’ve brought back our annual 4/20 menu, filled with lots of snacky munchie awesomeness for you to nosh on, in the event you’d, like, need something like that for some totally legal reason. Like, maybe you’re having a tea party or something? That would be nice.
LIMITED EDITION!Mary Jane:Peanut molasses cake, peanut butter buttercream, Mary Jane caramel, roasted peanuts
Everyone have a nice weekend? Great. NOW PREPARE TO HAVE YOUR MINDS BLOWN!!!
Matt and I tried to have a very low-key weekend since Mercury is in retrograde and we’re trying to stay safe. Who knows how Mercury could be trying to kill us! Falling satellites? Marauding gangs of raccoons? Bears?
This lead to things like family visits and vacuuming- and most of all, working our way through our Netflix queue. I sat down to write today’s post with full intentions of actually writing about business stuff (seriously!), but then Matt threw this movie on, and it is too good for me NOT to share it with all of you so you can also experience it.
Ladies and gentlemen, I present to you Eric Roberts’ latest cinematic tour de force……A TALKING CAT.
Yes, this movie is horrible, in the low budget “ha-ha this is so bad” way. In the “every single choice that was made in the creation of this movie was wrong” way. In the “I’m pretty sure Eric Roberts was drunk and recorded his part over Skype” way. In the “Why is the entire score comprised of sample songs that came on a Casio keyboard in 1986” way. To make it all better, the cat in the starring role looks SO PISSED to be in this movie.
All of that, however, is not what makes it amazing.
What’s amazing is that for the past hour, our cat Sammy has been sitting in front of the television, COMPLETELY transfixed by this movie. He’s been standing on his hind legs paying at the television, jumping up and down, loudly meowing in response to the dialogue. Damn cat can’t get enough of this thing.
This sloppy attempt at family filmmaking may have inadvertently created the first ever feline blockbuster. Soon enough, cats are going to be scouring the internet looking for videos of us.
There are not enough words for me to adequately tell you how utterly craptastic this film was, but if you have a cat of your own, I implore….nay, I DEMAND you watch this film, then hit me up on Twitter or Facebook and let me know your cat’s reaction. If you can get photo or video even better, because I know I sure as hell ain’t getting tired of watching videos of people’s cats doing stuff.
The 1:10 mark remains the greatest moment I have ever viewed on American television.
Now for quick business stuff- Chambord brownies are out in the online store, but our flour & leavening free Passover brownies are in! And on top of that, four of our all time favorite and bestselling cupcakes is back today, so head to our locations and pick them up before everyone else grabs them!
I’m super stoked because today we are once again heading to Heritage Radio Network- aka the interweb’s best food-centric radio station. We’ve been on a few times before (here’s my favorite appearance), but this one is going to be extra awesome because we’ve been asked to be the special guests for a PILOT episode of something! Seriously- the success or failure of this project hinges on how interesting we can potentially be today. Y’all want to make fun of my big fat mouth until suddenly you need someone who can keep a discussion going for 30 minutes of airtime- then suddenly EVERYONE loves the Robicelli’s and their inability to have a serious conversation about anything.
And this isn’t just ANY show…..no, this is going to be Heritage’s first every baking/pastry centered show. It’s called “Batter Up” (cute!), and is going to be hosted by none other than the incredible Charlotte Druckman! You may know Charlotte from being one of the best food writers in the game, having the biggest sweet tooth in NYC, cowriting Anita Lo’s masterpiece of a cookbook, and being the sole author of THIS masterpiece:
I love this book, and you should, too.
I’m a big fan of Charlotte’s writing, so I really hope we do good on the pilot and don’t totally f*** this up for her. (but really what’s the worst thing that can happen? It’s the internet so I don’t have to watch my language, AND it’s radio so you guys can’t tell if I’m wearing pants or accidentally start a small fire).
We’ll keep you updated on when this jammie will be available online- in the meantime, check out our mention in Charlotte’s NY Diet for Grub Street, and why not buy her book? It’s super pretty to have lying around even if you can’t read!
And since you get to hear it about Batter Up here first, you ALSO get to hear the theme song first! Like the title, it’s cute!
Speaking of lots of sugar, we’ve got lots of it heading to stores today. Brownies, whoopie pies, loaf cakes, hot cocoa- and of course, some very famous cupcakes! They suh cyut tuh!
If you’ve been following me on Twitter or regularly read this blog, you may have known for a bit that there were some major life decisions going on here in the Robicelli’s household.
Heads up if you couldn’t tell, this is going to be one of my longer posts, and though it’s chock full of news and super-exciting developments, I know some of you just come here for a few laughs and dirty pictures of cupcakes. So for you speed readers, may I present this video of the Sanford & Sons theme song: press play, dance a little in your chair, then just scroll down to the bottom for flavors and get right on along with enjoying your Friday!
For the rest of you who have decided to come along for the ride- back to major life decisions!
As I’ve alluded to in the past and mentioned in countless interviews, we always said that we wouldn’t consider opening a “real store” again until our kids were in school. When we had our old shop in Bay Ridge, we barely saw our kids or each other, our marriage nearly fell apart, and true to the old saying, the store owned us more than we owned it. We were very happy running our wholesale bakery, having our stuff not in one place but in dozens of places, but people continually asked “where’s your store?” as if being a wholesaler wasn’t a legitimate direction for a bakery. We opened DeKalb last year as a sort of experiment- it let us test the waters, see how it felt to have our own retail outpost again while simultaneously running wholesale and catering, doing markets and events, writing a book, and raising two little boys while finding time to also be husband and wife.
In two weeks comes the moment we’ve been talking about in theory for almost three years as if it was some far off date that would never actually happen: our boys are starting school full-time. For years, I fully expected us at this moment to announce that we were opening a traditional brick-and-mortar store, just like every food truck or artisinal jellybean maker is pushing to do.
But here’s what I didn’t take into account in this plan: our kids are AWESOME right now, and they keep getting better. Toby is 4 and Atticus is 5, and they are bright and funny and wonderful, and we have all sorts of amazing adventures together. This summer we’ve searched for chipmunks and poked frogs with sticks, built sandcastles and bonfires, explored museums and zoos - we’re even teaching them to cook (Mommy brag: Atticus butchered his first lobster yesterday! *sniff*).
We also learned that frogs really don’t like being poked with sticks.
Thing is with kids, there’s no way to pause them. There’s no “Stay right here and don’t age at all while Mommy and Daddy build this company- we’ll be right with you once we’re set!”. And if there’s anything we’ve learned since we’ve started this company, it’s that there’s absolutely no measure of success or amount of money that is more important than the family we’ve built together.
We’ve been talking a lot about the future this month, and then once Katie died on Sunday, we sort of cemented our decision.
Robicelli’s at DeKalb Market will close next Friday, August 31st. We will not be doing any long term markets like Madison or Union Square. And we are not going to open a brick-and-mortar location.
Now this is the part where it gets mildly tricky, and I want you all to pay incredibly close attention to the next part, because I’ve been through this with people and the media before and they always get important details messed up. I’m even going to outline this as a Q&A to try to make it as clear as possible:
Q: So if you’re closing your store and not opening a new one, does this mean you’re going out of business?
A: ABSOLUTELY NOT. Not only are we continuing to wholesale to existing retail partners, but we’ve picked up over 6 more in August alone (with more to come), and will be focusing our energies on developing an alternate style of retail presence for us that will benefit our customers and small businesses. We’re also going to be packaging our hot cocoa mix this year (named one of the five best in New York!), and hopefully start shipping that along with brownies come Columbus Day weekend. See? You thought for a minute we were going to run off and go join some sort of nudist colony in Upstate New York where we’d spend our days playing hackysack and wouldn’t be driving ourselves nuts. We’re still going to be ridiculously busy- just in a different direction.
Plus, remember we were being evicted by DeKalb on September 30th anyway so they could build a giant skyscraper on the property. Progress!
Q:But why wholesale? Why not just open a cute little shop somewhere with a retro-40s motif? I mean, we really need more cupcake stores in Manhattan. There’s only, like, two in DivaliStoDi.
A: Because we honestly love being wholesalers. Let me put it like this- say we had a shop in DivaliStoDi (for all of you who aren’t real New Yorkers, that’s the “DVD and Lingerie Store District from 37th to 40th Street btwn 7th & 10th). Now if you’re from South Brooklyn like we are, you need to get on the R and schlep your butt aaaaalllll the way up there to grab them, then schlep them aaaalll the way back. And more importantly (at least to us), we’ll only employ maybe 4-6 people at that store.
However as a wholesaler, we can be almost everywhere- provided that there’s not such ridiculous traffic that our driver can’t get the product there (sorry, Midtown). Currently, we’ve got shops all across Brooklyn, parts of Manhattan, and even out in Patchogue Long Island. Best part? That’s dozens of stores hiring more people. And when people go in specifically to buy our products, they’ll start frequenting those shops for other things as well, and the stores begin to do better across the board, meaning that those small businesses stay in your neighborhood and don’t turn into a Subway. Sort of like how a monkey will bang, like, TONS of female monkeys to increase his chances of having his genes live on.
Should I have brought up promiscuous monkey sex in a post about baked goods? Probably not. But it’s really late and I have a lot more info to cover, and I’m way too tired to delete that and think of another metaphor. Plus I’ve been to the zoo twice this week and I’m having a hard time thinking about anything non-monkey related.
In a nutshell: less stress for us, better for our community, more locations for you to be stuffing your face in. Win-win-win.
Q: But without your shop, I’m not going to be able to get my hands on the whoopie pies or brownies, or the Chicken n’Waffles, or your hot cocoa once it gets cold, or all the other stuff that’s not in the rotation!
A: Many of our locations are starting to pick up the whoopies and brownies as well as the cupcakes, and if your nearest location doesn’t and that makes you sad, just ask them. Our hot cocoa is currently on the menu at Bergdorf Goodman, and we’ll be shipping bags of the mix (and putting it on store shelves) when the temperature finally drops. As for the Chicken n’Waffles and our other off-rotation flavors, they’ll still be available through our new retail model…..
Q: Ok, what the hell this “Alternate Style of Retail Presence” crap you’re talking about? Is this like another flash local artisan market like the Times was warning me about?
A: This is actually the part I’m worried about people not understanding, even though I’m sure you all shop in this way at least once a day.
Ever go to the Cellar at Macy’s and hit the little Godiva chocolate shop, or even the MAC counter? Those little “stores within stores” where brands represent themselves in a much larger retail space, where you can get lots more than just that brand alone can provide you with? Or what about when you go to a deli that sells EXCLUSIVELY Boar’s Head products, so even though Boar’s Head doesn’t own the joint, you still know you’re getting a quality product.
That’s EXACTLY what we’re going to be doing.
We’ve been quietly rolling out our cupcakes at Gourmet Guild in Williamsburg over the past few weeks, and upon the closing of DeKalb, we’ll be moving all our equipment up there and opening “Robicelli’s Williamsburg”! Not only will you be able to get all the stuff you’ve been finding at our DeKalb shop, but you’ll also be able to sit and grab coffee from the Brooklyn Roasting Company, sit on your laptop or play a board game with your kids, and then on the way out pick up some meat and pantry staples for dinner that night. The owners of this place are fantastic, and we couldn’t be more excited about piloting this program with them. Expect to see Chicken n’Waffles, Bourbon Bacon brownies, and more off-rotation flavors there.
And thanks to a year of prototyping our bakery case model at our 125 square foot space at DeKalb Market, we can now start bringing it elsewhere. Down in Park Slope, we’re taking over the dessert case at Bagel World. We’re popping our heads up in DUMBO for the first time at DUMBO Kitchen. There’s going to be more coming up over the next year. If you’ve got a business and would like to partner with us, check out our wholesale page. And as always, if there’s a place you’d like to see us in your neighborhood, tell them about us! In all the retail shops I’ve worked at, our top corporate buyer was our customers- never be afraid to give any store you shop at your input (politely!), as their goal to provide you with the best possible service.
Q: But I work in Metrotech and this Williamsburg stuff doesn’t help me! What am I supposed to do?
A: There’s no way we’d get you guys hooked and then just up and leave, Metrotech. All our stuff has moved over to Gold Street Eatery at 306 Gold, only three blocks from our current location. It’s actually there right now, so you can start making the transition before we even close. And I heavily suggest you also order the French Dip once you’re there- it’s amazing.
Q: I love seeing you and Matt! I mean, yeah, you guys were almost never at the DeKalb store, but you were there sometimes, and we liked hanging out!
A: We love hanging out with you guys too! But the problem with hanging out is that I don’t actually get any of my real work done, and as I’m currently writing a cookbook that’s due out next year, I really need to sequester myself indoors for a few more months. You’re always welcome to hang out with us virtually over Twitter, and we may be launching a few Google Hangouts over the next couple of months so you can chat with me face to face and watch as my cat eventually takes the whole thing over and plops down for a nap on the keyboard.
A: Not necessarily. It means not right at this very moment. If some big fancy financier came strolling into town and said “Hey Allison & Matt! I’d like to open up a whole chain of Robicelli’s and all you’ll have to do is bake and look pretty!”, then yeah, we’d do it. We just can’t personally handle doing any of that ourselves without contemplating arson several times a day.
In the event that scenario were to ever come true, I would like big fancy financier to be a Texan who only wears white, chews a cigar, screams “YEE-HAW!” every time he gets a good idea, and is constantly accompanied by a pet cougar. It will make meetings all the more bearable.
Q: I still have more questions that you haven’t answered yet!
A: Here they are- AND until we close, we’re doing our 2 for $5 deal every weekday at the DeKalb shop. More exciting news next week! Or pictures of monkeys doin’ it. Depends on how tired I am before I have to write the Tumblr.
Clockwise from front: Chocolate Caramel Pretzel, Bellini, Lime in de Coconut, Tres Leches
On the heels of Monday’s “Let someone know you love them” challenge- I issue another.
I’ve been a bit of a mess for two days since Katie died. Not being able to fall asleep, having nightmares when I do, just going through the motions during the day.
Then I get a phone call yesterday morning from my friend Peter, who’s like the big brother I always wanted but my parents never gave me because I was the firstborn child and we don’t own a time machine. I immediately think something’s wrong because we NEVER call each other- we’re texters. So this is how it goes:
Me: Are you ok?
Peter: Yeah, I’m fine. You’re not going to believe this, but that actress Reese whatsherface just got stabbed in front of my building!
Me: Oh my God- Reese Witherspoon?
Peter: No- WITH A KNIFE!
And then he giggled for about 3 minutes like a six year old girl. Mind you, he’s FORTY.
I hadn’t been pranked called in maybe 15 years - but it made me smile a mile wide, and made yesterday bearable. Why not steal that joke and call someone who needs to smile, or just needs to feel like a kid again?
You could surprise someone with a cupcake, too, because I’ve been told that also makes people feel like a kid again. Unless that person’s childhood was filled with shredded wheat, raisins and cod liver oil. Then you should get that person two cupcakes to make it up to them.
Clockwise from front: Abuelita, Banana Nutella, Chocolate Caramel Pretzel, Bellini
I love you guys, but this really isn’t enough. I’ve still been answering phone calls emails, taking PR requests, tweeting and more live from Sesame Place. I need to take my next vacation in a cave somewhere where my iPhone won’t work. (Or I could just switch my service to AT&T! Am I right?!?!! Am I right?!? Anyone? Please someone high five me….)
Anyway, this is possible because we have an awesome staff back in NYC who is baking, selling, packing and distributing all the baked goods for us- and tonight, they even pitched in to run the Tumblr too! How great are they!
Courtesy of team Robicelli’s…….
TOP TEN THINGS YOU SHOULD KNOW ABOUT WORKING FOR A SMALL BUSINESS
1. You will start to think of your bosses and coworkers as your family. Because they are. Matt and Allison’s kids’ school photos are hung on our fridges, you go to birthday parties and care about Kindergarden placements.
2. You will learn more about your boss/coworker’s gastrointestinal tract than you ever thought you would. Rachel has an abnormally large colon and Monique will never bring chick pea salad back into the kitchen. We know this and don’t ask how we found it out about each other.
3. You will also learn your coworkers deepest darkest secrets and fears. If you try to exploit those fears for any reason, you will get a speed rack thrown at you. Case and point when Mo tried to tickle Rachel who is deathly afraid of tickle farts, she almost lost a limb.
4. There is no HR department, just ask our kitchen mates, Brooklyn Cured. A lot has been made about kitchens not being conducive to women and maybe we are special people but if having a coworker eat pastrami out of your boobs is wrong we don’t want to be right.
5. Your alcohol consumption will increase. And if you never used to drink, you will start. Just do not give Matt gin, Mo is allergic to tequila and Rachel will drink that box of white wine that’s been open for 6 months and sitting next to the oven.
6. We spend hours long hours together in a warehouse. Sometimes we only see each other for long stretches at a time. The longest shift this year was pushing 15 hours. So when you and your coworker are hanging out with each other’s friends, you discuss work matters in your own language of inside jokes, cussing, and laughter. No one will understand you. And you won’t care.
7. When ish gets real in the kitchen (things burn, there’s not enough, product, eminent disaster, etc) you stay longer at work (or come in early) to get the job done. Last week due to the brownout, we had to work the next morning to get cupcakes out to the world. It sucked and you’ll complain, of course, but you always take pride in the fact that you get the job done. Then you’ll go to the batting cages and get drunk and show up to do it all over again the next day.
8. In a small business, you have to show up. There’s no middle men to hide behind, so you’ve got to pay attention and contribute your ideas and perspective. And if you call in sick you better be at the hospital. If you are not there others are working twice as hard to pick up your slack. We’ve all puked in the kitchen, so deal.
9. You don’t do this for the money. True food service people know you don’t do this for the money but with a small business like Robicelli’s our schedule and work load depend on orders, the weather, special events, etc. A steady paycheck this ain’t and we both had 9-5 office jobs before our transition into the kitchen and haven’t looked back once. So while office drones are sitting in front of a computer on a Wednesday afternoon, we take comfort in the fact that we are laying out at the beach with a beer or having lunch at Meatball Shop with no wait.
10. Finally, just laugh and be happy. If someone is having a crappy day you play “Kill, Marry, Bop” with McDonalds mascots. If you’re just showing up to collect some dollars and go home, you’re missing out on knowing awesome people and having a grand ol’ time while you get paid. So belt out “Iris” by the Goo Goo Dolls just do it while washing the dishes.
Allison’s answers: Kill the Hamburgler because he’s untrustworthy, marry Grimace because he’s cuddly, and bop the 6 piece Chicken McNuggets. That last part will be weird, but it’s the only decent choice I have since they killed off that sex panther Mayor McCheese.
Now- FLAVORS!
Clockwise from front: Bananas Foster, Abuelita, Duckwalk, Chocolate Caramel Pretzel
Bananas Foster: Banana cake, salted caramel rum buttercream and drizzle
Thanks to Emily Hannahan, aka Nomnivorous, for this LOLCat.
Yep, Matt and I are on vacation with our two boys in beautiful sunny Sesame Place/Philadelphia. And I am OFF THE G-DAMN GRID. Though I do need recommendations on where to eat down here because our hotel is sandwiched between an Arby’s and a Taco Bell, and I have to share a bed with Matt.
If you’ve visited Philly, lived there, loved there etc, hit me up on Facebook and tell me where to go. As for today, I’ll be relaxing next to Count Von Count’s Splash Castle with Big Bird and Elmo, sipping on cherry slushies and eating dried out cheeseburgers. This is adulthood at it’s finest.
Hugs and kisses to our amazing staff who are taking the reins for us this week so we could spend a week being a family outside of the business. You guys are the best ever. Now go buy these cupcakes they made and tell them how much you love them, too!
Clockwise from front: Chocolate Caramel Pretzel, Rue McClanahan, Tiramisu, Bananas Foster
So…um….dude….um…..yeah. Um, it’s Friday…um….yeah…and so, like, you should totally be eating some cupcakes or something dude because, like, um…..yeah….oh man! I just totally f**ked that up right now! What are we talking about again?
Oh yeahhhhhh….riiiight….
So like, you might need a lot of munchies and stuff today, like, for whatever totally legal reason. Which, you know, is cool, because there’s lots of stuff that’s like, REALLY GOOD with our cupcakes today.
It’s all like, you know, like cake and stuff, but it’s also like other stuff too! Like, potato chips and pretzels and stuff like that.
What also would be like, really awesome, is if you went over to InBundles and could score, like, 6 cupcakes for half price. Cuz then you could totally save the rest of your cash and, heh heh heh…..use if for something else of the recreational persuasion? Know what I’m saying?
Like maybe for some damn books. Because nobody likes a freaking idiot.
C’mon, guys. Sheesh.
Clockwsie from front: Pecan Potato Chip, S’Mores, Chocolate Caramel Pretzel, Mary Jane
SPECIAL EDITION! Mary Jane: Molasses peanut cake, peanut butter buttercream, Mary Jane caramel, roasted peanuts (you know, like the caaannnddy)
Robicelli’s at DeKalb Market: 138 Willoughby Street, Downtown Brooklyn
Aloha Grinds: 77th & 3rd Ave, Bay Ridge
Bagel Schmagel: 76th & 3rd Ave, Bay Ridge
Crespella: 7th Avenue off 9th Street, Park Slope
NEW! Bagel Pub: 287 9th Street, Park Slope
Tazza: Clark Street off Henry, AND Henry off Atlantic, Brooklyn Heights
Blue Apron Foods: Union Street off 7th Ave, Park Slope
Eastern District: Manhattan Ave off Eagle, Greenpoint
Brooklyn Standard: Nassau Street off Jewel, Greenpoint
Battery Place Market: 240 Murray Street, Financial District
Cake Shop: Ludlow btwn Stanton & Rivington, LES
Simon Sips thesecret coffee bar inside 1185 6th Avenue- find by going in the back way under the scaffolding- I know it’s tricky, but it’s there. One day I’ll draw you a map. Promise.
Bar 5F at Bergdorf Goodman: 5th Avenue & 58th Street, 5th Floor, Manhattan
Queen City Cupcakes: 62 West Main Street, Patchogue, Long Island
________________________________
Whoopie Pies Available At:
Robicelli’s at DeKalb Market: 138 Willoughby Street, Downtown Brooklyn
Bagel Schmagel: 76th & 3rd Ave, Bay Ridge
Red Hook Lobster Pound: 284 Van Brunt Street, Red Hook
Tazza: Clark Street off Henry, AND Henry off Atlantic, Brooklyn Heights
Queen City Cupcakes: 62 West Main Street, Patchogue, Long Island
_________________________________
Brownies Available At:
Robicelli’s at DeKalb Market: 138 Willoughby Street, Downtown Brooklyn
Queen City Cupcakes: 62 West Main Street, Patchogue, Long Island
Oaxaca Tacos: 250 4th Avenue- Park Slope Brooklyn; 251 Smith Street Cobble Hill Brooklyn; 16 Extra Place, LES Manhattan; 48 Greenwich Avenue, West Village, Manhattan
Super short post tonight because I have to be up super early to make it to a Gifted & Talented kindergarten open house at 8:30 in the morning.
I know I’m a giant crybaby, but I’ve been working nights for as long as I can remember, and my day typically ends somewhere between 3 and 4am. I’m terrified I’m going to end up accidentally growling at the principal, Atticus won’t be allowed in because no one wants the crazy growling lady near the building, and then he ends up shooting dice in an alley somewhere, never ends up getting into an Ivy league school, then winds up living with us til he’s 45 while he’s waiting for his reggae-funk-fusion band to take off.
Two quick notes:
1. We’re 77% of the way to our internet fundraising goal for the Great American Bakesale- every donation, no matter how small, makes a BIG difference. And don’t forget that 25% of all purchases made at our DeKalb Market shop until Friday will be donated as well!
2. Today’s flavors? Four of our most popular flavors ever. Why? Because they are so ridiculously delicious that they may make you spontaneously burst into tears. As I’m expecting to do at PS 748 at about 8:35am.
Clockwise from front: Coconut Custard, S’Mores, Chocolate Caramel Pretzel, Banana Cream Pie
If you haven’t heard the news over on Facebook or Twitter or Grub Street…..
WE ARE THE FINAL PEOPLE IN BROOKLYN TO GET A COOKBOOK DEAL!!!!
You got THAT right, Macaulay Culkin!
As of this week, Matt and I are officially the legal property of Penguin/Viking Studio! I have had all sorts of crazy stuff going on about this behind the scenes for weeks, and I couldn’t tell you guys a single thing about it. Now that it’s totally, 100% official, I can finally start answering some of the questions I’ve been posed about it.
Question #1: So, is this book just about cupcakes or what? I mean, cupcakes have been over since 1997.
Well, of course it’s going to be about cupcakes. BUT there’s going to be a lot more to it. There’s going to be a lot of attention paid to the “extras” we put on cupcakes. Things like jams, candies, custards, puddings, gastriques, homemade speculoos, pate a choux, marshmallows, etc. In doing this, we’re going to be explaining a ton of technique, and touching on the science behind pastry.
The driving force behind the book, just like it is with our company as a whole, is to use the ubiquitous cupcake to convince people to try something new. This is going to be a really fun book to read, and I’m hoping to inspire some people who would never attempt to make dessert to get into their kitchens and try!
#2: Cookbooks aren’t fun! YOU’RE A FILTHY LIAR!
I’m not lying! The awesome thing about the people at Penguin is that they’re fans of the blog, and believe in the idea of the book being an extension of this haphazard crapshow. That means lots of me being a smartass, comics, and of course, funny essays on such riviting topics as
-The night we fell in love
-Running a business together as a married couple and not getting a divorce.
-How we come up with our flavors
-The traditions we kept from our childhoods growing up in Brooklyn
-How I went into a month long period of mourning after Bea Arthur died
-This one time when Matt got hit in the balls so hard he started throwing up, and it was the funniest goddamn thing I have ever seen in my entire life
#3: What recipes will you be sharing?
Teeeheehee…..um…what was that? I’m sorry. I was thinking about that time Matt got hit in the balls. (teeheehee). Um…yeah, there’s, um…..oh jeez, you don’t understand!!! He was all like “AAAAAHHHHH!MY BALLS!”. IT WAS AMAZING.
#4: I see a major book deal hasn’t helped the level of professionalism go up around here.
What are we talking about again?
#5: Cupcakes.
That’s right. Don’t worry, the Chicken n’Waffles one will be in there. I know that’s the only one you really care about.
#6: When will it be released?
Fall 2013! And you’ll be hearing lots about the process of writing the book right here on the Robicelli’s blog. OR I’ll be so exhausted from writing every day that I’ll just post cat pictures for the next 18 months. Really could go either way.
#7: You guys have a title?
We’ve got a title AND a cover!
And what does seeing an image like that do for you? Does it make you hungry? OF COURSE IT DOES! CUPCAKETIME!
Clockwise from front: Tres Leches, Chocolate Caramel Pretzel, Oatmeal Cream Pie, Bluth
Tres Leches: Three milk soaked brown butter cake, dulce de leche buttercream, caramel shards
If you remember, Matt was tattooed by Shane on Inkmaster’s third episode, but we weren’t allowed to talk about the show or his tattoo for contractual secrecy reasons. Now that it’s over, here’s a GIGANTIC photo of Matt’s tattoo!
It’s even more remarkable in person. Trust me - I’ve been waking up to it every day for six months now. Look at the subtle striations on the Robocoup blade! I mean, that’s just bananas! Seriously, if you ever run into Matt in person, don’t be shy about asking to see this thing. It’s without question the best tattoo I’ve ever seen in my life, and definitely deserves to be enjoyed.
Also, he got our kids names put into it, but didn’t get my name because he claims it’s “bad luck”. At least that’s what he tells me.
In totally unrelated news, last night Matt and I attended the official “Call for Entries” party for the 2012 Food Film Festival! This was one of my favorite food events of last year, so we were thrilled to be able to be a part of it again. Click here to learn more about how you can submit a film!
Now for cupcakes - Chocolate Caramel Pretzel is BACK! This one is one of our most popular ever, so go find out what all the fuss is about!
Clockwise from front: Oatmeal Cream Pie, Chocolate Caramel Pretzel, Southern Belle, German Chocolate
And you KNOW we’re going to be partying hard! Saturday we’re going to take our oldest son for this Kindergarten admission test! And if he’s good, we’re going to get him some ice cream!!! WOOOOO!!!!
*sigh* I had planned something really nice, and then right after I was all set I got the letter from the Department of Education that out of all days, they scheduled Atticus’ test right in the middle of Matt’s birthday surprise. Things happen. But now my husband’s birthday is less than 24 hours away, and I have NO idea what to get him.
You know what I think he’d REALLY like? For all of you to wish him a happy birthday on Twitter. Many of you don’t realize that he has his own account (@mattrobicelli), since I’m the one @robicellis who’s always talking (that’s in real life too). You should follow him and wish him a happy birthday, because I really think that would make his day.
Or what about making him a card like the one I did above and posting it up to our Facebook page? Or perhaps a video of you singing “Happy Birthday”, or “(I Wear My) Sunglasses At Night”? There could be a prize in it for the one that makes him smile the most. Not that I need to bribe you or anything.
What else can you do for Matt’s birthday? Celebrate with some cake!
Clockwise from front: Boston Cream, Cinnamon Bun, Chocolate Caramel Pretzel, Banana Nutella
Boston Cream: Vanilla cake, vanilla custard buttercream, chocolate fudge
It’s only a few short weeks until Halloween, and only one until the Fall Fest at DeKalb Market! One of my initial mistakes as a mother was making the vow long ago that I would never buy costumes, but rather be resourceful and patch them together myself like we did when we were kids. Then last year I sort of spazzed on Halloween and waited til the the last minute, which is why Toby ended up going trick or treating dressed as the dude from the Spin Doctors.
You thought I was kidding, didn’t you.
This year, however, I wasn’t making the same mistake! We went to our local abandoned store turned Halloween shop and bought costumes loooong before they sold out and the kids ended up having to be the guy from Soul Asylum this year.
Atticus is going to be Finn McMissle from Cars 2, and Toby’s going to be Thomas the Tank Engine. And they both look SUPER adorable! Once they were done picking out their costumes, I went over to the grownup section to look for myself. Should I be a unicorn? We all know how much I love unicorns.
Hmmmm…..I’ve never seen a unicorn in person, but I’m pretty sure they’re not supposed to look like that. Maybe I’m wrong, who knows! But I just have a little too much self esteem to be pulling that off. Ummm…oh, I know! How about Snow White! My kids love that movie! Yeah- I’ll dress up like Snow White and go trick or treating with them!
Waaaiiiit a second…..I don’t remember that from the movie. Maybe in the sake of modesty, I should go for something a little more masculine? Maybe a Teenage Mutant Ninja Turtle?
Ok, this is ridiculous. I watched TMNT religiously when I was a kid, and I don’t remember Donatello wearing thigh high boots ONCE.
I’m just going to do the OPPOSITE of Halloween convention and go as a nun.
Oh son of a BITCH!!!!
You know what? I’m NOT dressing up now. Eff this. Men are allowed to dress up like Dracula, or Waldo, or Elvis, and you know what all those guys have in common? THEY’RE ALL WEARING PANTS. Matt can dress up for Halloween. I’m done.
Motherfu…….
Someone forgot to take a picture today! So just pretend that one in the back is Banana Nutella, ok?
Tarte Bourdaloue: Pear cake, almond buttercream, roasted almonds, white wine poached pear
Pumpkin Pie: Pumpkin cake, vanilla buttercream, crumbled pie dough
Today we’re releasing TWO new flavors, because we only have a limited amount of time in which we can do our fall flavors, and we think of new ideas faster than we can make them.
And yes, FALL flavors. I don’t care if it’s 90 freaking degrees outside. I’ve been wearing a scarf and hat all week just out of principle. If I could take a stand against Matt with the pajama jeans, I certainly can take a stand against Indian Summers as well with neckwear. You hear me, fall! No more of this crap! I demand at least 70% more crisp breezes!
Now to our new flavors, Pumpkin Pie and Tarte Bourdaloue. The first, well, you all know what pumpkin pie is. The second has been on Matt’s list for a long while- Tarte Bourdaloue is a classical French tart that was the first thing he ever learned to make in pastry school (I believe he also made it when he was the Bread/Pastry Chef at Lutece). We know a lot of people haven’t heard of it, but by golly EVERYONE has heard of cupcakes, so we hope by cross-pollinating it’ll make you want to go and seek out a proper one, or perhaps try your hand at making one yourself. It is insanely, insanely delicious.
And also, everyone said that pie was the new cupcake, but we’ve turned pie into cupcakes! Who’s laughing now, pie?!?!?!? WHO’S LAUGHING NOW?!?!?!?!?
And look at the location list for today- there’s a new one in there, in TriBeCa!
Clockwise from front: Tarte Bourdaloue, Chocolate Caramel Pretzel, Apple Maple Crisp, Pumpkin Pie
NEW! Tarte Bourdaloue: Pear cake, almond buttercream, white wine poached pear, roasted almonds
Hey, its Matt. I’m writing the blog tonight because Allison is underneath two sick kids. She was giving them saline to clear their noses out and I was going to pick them up and bring them to bed, but they dug in their talons and said “NO”, so you’re stuck with me instead.
I’m going to take this time to talk to you about a wonderful thing someone has brought up to me. I am a bad writer cause i have a learning disablility. You see I am very smart orally and aurally but I have difficulties visually. I find it very hard to write things but I speak very well. I can tell a good story and have an active imagination when Allison lets me use it. So someone told me I should write childrens books, so this tumblr I am going to come up with a childrens story just for you.
There once was a fisherman named Zed, he worked on a big fishing boat. Everyday he would go out and cast his nets to catch that days bounty. But Zed had another love: Painting. When the nets were cast he would get in his little dingy and paint whatever he saw or thought of on the side of his boat. He would paint beautiful scenery and even spaceships going to another world. He would paint in watercolor so that by the time he came back to shore, his painting would wash away, and no one would see it but Zed.
One day it came time to hire an apprentice, his name was Wallace. Wallace came from a long line of bankers but his dream was to be a fisherman like zed. For the first couple days Zed taught wallace all there was to know about catching fish, what nets to use, what fish to keep and where to store the fish they caught on their way to shore.
A couple days later while the nets were out, and wallace was taking his midday nap, Zed decided to get in his dingy and paint a picture. while he was painting Wallace woke up and started looking for zed and he couldnt find him, he called his name and there was no answer. finally he looked over the edge of the boat and saw zed painting a wonderful sunset over the rocky mountains, it was just like listening to a john denver song. wallace took a picture of it, and Zed got mad. erase that picture, he said. Why said Wallace its beautiful. Zed was embarrased about his gift, he was afraid what people would think of him.
So that night on their way home Wallace stopped by his fathers office and showed him the picture of Zed’s painting. His father was breath-taken by the beauty. He offered wallace to buy the paintings from zed so he could put them in an art gallery and show off zeds amazing work.
The next day wallace brought a big present for Zed. When Zed opened it it was a easel, paints and fresh canvases to use. Wallace told him all about what his father said about the art show and buyhing some of Zeds work. Zed was scared he didnt want people looking at his art, he didnt know if they would like it. So wallace finally sat Zed down and said I always wanted to be a fisherman and being in a family of bankers, I thought they would laugh at me and guess what, my father told me as long as im happy and I give it one hundred percent he would be proud of me. So try and show your paintings let people see how you see the world and as long as you give a hundred percent I will be proud of you.
So thats what zed did he spent the next couple weeks painting all types of pictures. and when the night of the big show came all of his pictures sold. Wallace was so proud and zed was happy as can be. Wallace wanted one of the paintings but they were all sold out. but Zed had saved him one a picture of a heart cause if it werent for a friend like Wallace he would have never been able to show his love for art.
the end
hope you all liked it and if you didnt allison will be back later today to write about the Brooklyn Local which is happening Saturday. We’ll have lots of different cupcakes and brownies, including chicken and waffles and some new flavors she announced on Facebook. Allison is also going to be running a make your own cupcake bar for the kids with our cupcakes and buttercream and lots of different toppings, so your kids can design their own and maybe give us some ideas for new flavors. And if your kids like the story I wrote have them come by our table and maybe we can write a story together that I can tell the boys while they’re getting better.
also because this will probably be the only time i get to write the tumblr i made the cupcake picture look like it was in the movie Predator. its a great movie and i think the Predator would like our cupcakes.
Todays flavors are
Bourbon Caramel Apple: Apple cake with salted caramel and bourbon buttercream, drizzled with bourbon caramel sauce and a piece of roasted apple
Banana Cashew: banana cake with cashew buttercream and homemade cashew nut brittle
Chocolate Caramel Pretzel: Chocolate cake with salted caramel buttercream and crushed up pretzels, drizzled with ganache and caramel
Maple Walnut: Maple walnut cake with vanilla buttercream and maple glazed walnuts
Available at:
Robicelli’s at DeKalb- Willoughby and Flatbush, Downtown Brooklyn (by Metrotech)
