Where there is a sidewalk, the smell of fresh croissants and cookies in the air, and a cacophanous crowd huddled around a street corner, there is Sweetery NYC. Acclaimed by New York Magazine, City's Best and working with such clientele as the Food Network and Comedy Central, this young company is moving full speed ahead.
Thanks to husband and wife owners Grant Di Mille and Samira Mahboubian, Sweetery's truck wielding freshly made European-inspired pastries, quiches, whoopie pies and brioches is never too far away and is always worth the trip.
Joonbug recently had the chance to sit down with the founders of this ambitious and delicious company.
What's your best-selling item?
Samira: Our "macarellas" and whoopie pies. The macarellas are coconut macaroons filled with nutella. Since we use nutella to fill croissants, we decided to flatten out our cookies, bake them and sandwich them with nutella.
Grant: The whoopie pies you can get in flavors like red velvet, pumpkin, chocolate.
Any new items recently?
Samira: Ice cream sandwiches, just in time for summer.
Have you always loved sweets?
Samira: Grant has a big sweet tooth.
Grant: Our whoopie pies and brownies are my favorites.
Samira: I can have just a bite. I'm satisfied by one bite.
Lucky! Who or what inspired you to open a food truck?
Grant: A trip to Italy. I saw concepts there that I wanted to bring back to the states, like taking a great croissant, opening it and filling the inside. Also, Samira grew up baking and helping her mom, an amazing baker, in the kitchen.
Samira: Some of the recipes on the truck are actually her own. We also observed food trends and noticed that upscale, mobile food was a great thing to move forward with.
Is it true the very first truck was an old Little Debbie truck- turned linen delivery truck, found on Craigslist?
Grant: Yep, in October of '08. That was our first truck.
Samira: We had no idea what we were doing, no idea. But we designed the interior ourselves, in terms of layout, menu, our own recipes. Today, we have three trucks and six locations across the city that we're at three times a week.
Grant: It doesn't move quietly. It's loud in terms of presence. We're amazed how many people know it.
What makes Sweetery such a presence and a standout?
Samira: The design of our truck, our service, and the quality of the products; they're all-natural, baked fresh everyday, as green as possible--
Grant: And unique. Our croissants and brioches are savory and sweet, filled with everything from spinach and tomato to pastry creams, marshmallow, honey.
Samira: We make sure patrons are greeted with care and warmth and we rectify whatever issues we do have. There's a three-month hiring system to work on the truck.
What are some recent food trends that excite you?
Samira: In the savory world, I love the different influences that have come upon tacos. They're used as a foundation for fillings like Korean, seafood. In the sweet part of the world, I love delicious donuts. It would be amazing if we could make donuts, do that for ourselves, but it's hard to fit a deep fryer on the truck.
Are you busy all the time?
Grant: On-call 24 hours a day. But we'd rather be building a business and be busy than look in the mirror and say, "No one's calling us!" We try to be good citizens, we don't back down, we don't smear anybody, but we won't be anyones' Patsy either.
As owners in the food industry, what motto do you live by?
Samira: Mediocrity is unacceptable.
For locations, a full menu, and some sweet temptation, visit sweeterynyc.com