Schmackary’s Signs Multi-Unit Deal for New York City

Alex Laracy discovered Schmackary’s while on an outing with his 3-year-old son. After seeing his son fall in love with the store, Laracy knew it was something special that he needed to be a part of. "I just remember thinking, ‘This is it.’

I live practically next to a Crumbl, and it's a stark, cold, factory-like atmosphere with no room to move or sit. In contrast, Schmackary's offers a warm, mom-and-pop feel that invites you in,” said Laracy. “The in-store experience at Schmackary's is unique compared to any other major concept out there.

I’m truly honored to bring their iconic charm and Broadway flair to more neighborhoods in NYC."

Laracy, a successful entrepreneur, co-owned two companies in the past decade: Green Box, a Shark Tank-winning eco-friendly food packaging company, as well as one of the first marketing agencies exclusively for social media platforms like Facebook and X (formerly Twitter), both of which were sold profitably. Now, Laracy is on to his next endeavor with Schmackary’s.

Founder Zachary Schmahl is eager to expand near his iconic original location, stating: "New York City has been our home and heart since the very beginning. It's difficult to put into words the sheer excitement I feel about deepening our connections with our existing community and forging new ones. One thing is certain: we keep growing because we bring something to the table that no one else does: genuine Midwestern customer service with a soul.”

The bite-sized NY flagship store cranks out thousands of cookies daily to tourists, locals and Broadway stars clamoring for a bite of the city’s most beloved baked good. Most recently, they have made a grand appearance on Hulu’s Only Murders in The Building as a core part of the plot, making them a household name nationwide.