Serving flavor


Make text smaller Make text larger


2 Dough Boyz's cookie dough pays homage to 90s hip-hop


Photos



  • Shanya Rodriguez of 2DoughBoyz serving fresh flavor outside the Gansevoort Market on West 14th Street. Photo: Charmaine P. Rice




  • Inspired by New York City, 90s hip-hop and deliciousness, music executive Matt Maroone started 2Doughboys. Flavors are named after iconic hip-hop tracks, such as “The World is S’Mores, after Nas’s “The World Is Yours,” from his seminal debut album. Image courtesy of 2Doughboys.




  • 2Doughboyz launched at Gansevoort Market on August 15. Photo: Charmaine P. Rice




Perched in front of Gansevoort Market is a brand new street cart with an old-school boom box. Passers-by can stop, sample, savor and, perhaps, spring for a scoop (or two) of “edible cookie dough on-tha-go.”

2 Dough Boyz launched at Gansevoort Market on August 15 and is the brainchild of former hip-hop music executive Matt Maroone. “I worked with quite a lot of artists. I wanted to [create a brand] that was fun, that had an attitude, that had its own voice. A lot of brands nowadays are not fun and they're scared to talk trash,” Maroone explained. “I thought it would be fun to have a brand that has that New York, hip-hop vibe and not afraid to talk trash.”

The fledgling brand leverages social media to get the word out, with an active presence on Facebook, Twitter, YouTube and Instagram. Each flavor is represented with a faux album cover and named after iconic hip-hop songs. Serving sizes align with famous rappers — “Lil' Wayne,” is the smallest size, followed by “Fat Joe” as the medium size, and “Big Pun” as the largest serving. The brand's theme song is composed by a local rapper, with more songs in the pipeline.

Two team members serve on the operations and customer service side. During the interview process, Maroone asks potential team members what their top five albums are. “We're really lucky to have team members that are excited about the brand,” Maroone said.

Maroone and his wife, who is the executive chef, make every batch from scratch daily in Gansevoort Market's commercial kitchen. Pasteurized eggs and heat-treated flour are key ingredients in every batch. The dough has a shelf life of three weeks when refrigerated and for those who love cookies, popping the dough in the oven for 10 minutes at 375 degrees will ensure further scrumptious snacking.

“There was a need that hadn't been met and the challenge now is keeping up with demand,” said Maroone, who also noted that the brand is now offering on-demand delivery service via Postmates.

The seasonal menu currently features four flavors: “Chocolate Chip Hop Hooray,” “Confetti to Die,” “The World is S'Mores” and “Nuttin' Butter G Thang.”

Cue the beats and enjoy the treats in front of Gansevoort Market.





Make text smaller Make text larger

Comments



MUST READ NEWS

Image A new vision for Wall Street
Plan reimagines New York Stock Exchange district with curbless shared streets, improved lighting and seating
Image A Sephardic boom on the UES
Syrian Jews relocate from Brooklyn to the East Side — and a major new communal institution rises up to accommodate them
Image Reclaiming Pride for the LGBTQ community

In the last two months, Heritage of Pride (HOP), the organization entrusted with the annual LGBTQ Pride Parade/March and the official NYC Pride events around the city...

VIDEOS



Subscribe to our mailing list

* indicates required
Neighborhood Newsletters





MOST READ

Local News
The summer of '78, in living color
  • May 16, 2018
Local News
A new vision for Wall Street
  • May 15, 2018
City Arts News
Good as gold
  • May 17, 2018
Local News
Drawing board
  • May 16, 2018

MOST COMMENTED