Magnolia Bakery Not Just About Cupcakes

Hallowed cupcake mecca Magnolia Bakery has spawned a second location — three times bigger — on the Upper West Side.

Hallowed cupcake mecca Magnolia Bakery has spawned a second location — three times bigger — on the Upper West Side.

Sign Up For Our Daily Newsletter

By clicking submit, you agree to our <a rel="nofollow noreferer" href="http://observermedia.com/terms">terms of service</a> and acknowledge we may use your information to send you emails, product samples, and promotions on this website and other properties. You can opt out anytime.

See all of our newsletters

For this week’s Observer, out tomorrow, I sat down with Magnolia owner Steve Abrams and brother Danny Abrams, owner of the Mermaid Inn, who similarly opened a second location in the same neighborhood.

According to Steve, the new Magnolia will pay homage to its pre-Sex and the City origins:

When Magnolia first opened, they actually opened as a quiet corner bakery. They did offer breakfast products, muffins and crullers, things like that. But the cupcakes took over. The production could only support a certain amount of goods. And they could no longer do breakfast. But we have all the new recipes that [original owner] Allysa Torey developed. We’re going to be using those and opening here for breakfast. We’ll be open at 7 in the morning.

Magnolia Bakery Not Just About Cupcakes