Somewhere, at the bottom of a trash can near Union Square in New York lies a half-eaten dessert.
It's a piece of "Chocolate Pizza" from Max Brenner's Chocolate Bar (his logo at left), an innovative resto/boutique concept; "a shrine for this unique culture," he calls it. I had read of this place in Brandweek, was intrigued, and made a note to check it out next time in town.
So here I was, in line with a bunch of people way too "into chocolate" for their own good, I thought. As I waited for my slice, watching others down chocolate from thick syringes, the lady next to me turned and told me the treat I had ordered was "the best thing she has ever eaten." (What is it about me in New York restaurants that attracts chatty strangers?)
Caveat emptor. There's an old expression in marketing, a "buyer beware" red flag that goes: "If it seems too good to be true, it probably is."
Well, Max's concoction is no exception to the rule.
It WAS too good to be true.
Way too good.
In fact, the lady in line undersold.
HOLY JEEZ! It was incredible! In fact, Max's whole concept was. He does to chocolate what Starbucks did to coffee--elevates it from commodity to premium status, and increases the price point accordingly. (So what, you say; so did Godiva. Different story. Godiva is snob appeal and high-end, but dull. Max is inventive, fun, expensive AND mass-appealing. He's Willy Wonka to Godiva's Jeeves the snobby butler. But I digress.)
He says he is "creating a new chocolate culture worldwide." I can argue that locations in New York, Israel, Singapore, the Philippines and Australia does not the world make. But I can't argue with what he is creating. "Chocolate By The Bald Man" is a chocolate experience like no other.
The chocolate pizza kinda replicated its Italian cousin in look, but was a succulent pastry slab covered in white and dark cocoa chunks and topped with either melted marshmallows or "crunchy pieces" (my poison of choice).
So if it was so orgasmic, why did I throw away half? Because I'm a fitness fanatic, and I knew that to work off the rest of it would be an hour or so I didn't have over the next two days. But don't think I don't regret my toss as I sipped a late-night soup and munched on a green salad a few hours later.
The biggest Surprise out of all of this?
I don't even LIKE chocolate!!
Max, I'll be back. Maybe even tomorrow...
Meanwhile, some rattus norvegicus is telling his Big Apple buddies "Hey guys! You gotta try this stuff!"