Robicelli's Bakery Makes Headlines, SoHo Pop-up Shop

Rarely do we talk about local businesses unless they've just opened or otherwise but this one was prompted by it's impact in the media. If you haven't been living under a rock (we assume you haven't, but it's ok your secret is safe with us) you've at least heard about Robicelli's Bakery and/or the "Nutelasagna" making headline across the Internet the last two weeks.  If you're a foodie like us, chances are you've laid hands on this latest mashup over the summer.


If you're following the news, chances are you've been reading about it through all forms of media including Thrillist, Gothamist, Brokelyn, Food & Wine, Elite Daily, Fox News, USA Today, am New York, The Chew (on ABC), Midtown Lunch, Consumerist, and the list goes on and on.

How did this come about?  One publicity blitz thanks to Renaissance Times Square (@RenTimesSquare via Twitter) gave away 200 pieces on December 15th, setting the latest frenzy into motion. The bakery simply hasn't been able to keep up ever since. What has this translated to? Sales of the mashup dessert have gone awry, as are the rest of their already great selection of cupcakes, brownies, pies.

We're glad to hear this as visitors from all over the country are making Bay Ridge a destination thanks in part to Allison and Matt Robicelli's entrepreneurial spirit and a bit of luck, and the community should see the impact, by and large.  We love to hear stories when out-of-towners spend on small businesses in Bay Ridge.

Like many bakeries though, they will attempt what many others have done- set up a pop-up shop!  Foodies know them because they've been doing pop-ups for years including Brooklyn Flea, LIC Flea, Dekalb Market.  However, accompanying them this time is a buzz unlike others.  It's a follow-up to their viral hit from earlier this summer, and again this holiday season. The oft-mentioned, Nutelasagna (which mass media has gone with spelling it Nutellasagna), has brought attention back to Bay Ridge, and especially their bakery [9009 5th Ave] which is at the tail end of the R-line, and all the businesses around the area.

Courtesy of Robicelli's Bakery (Tumblr)

The craze continues with their SoHo pop-up shop debut with Republic Collective SoHo (@Republic_Shop) slated for Sunday and Monday 12/28-12/29. We took the liberty of asking Allison Robicelli their thoughts on doing the pop-up. She said, "Honestly, we have no idea how it'll go!"  Fair enough.  If you're free, check it out.  However, if you're from Bay Ridge, we'd highly recommend you visit the store instead and leave the lining up part to the rest of the Manhattan-ites who can't make their way to Bay Ridge.