Schmackary's
Schmackary's is a NYC-based artisan cookie bakery founded in 2012, operating four retail stores plus nationwide shipping and catering. It sells 100+ rotating cookie recipes, holds the "Official Cookie of Broadway" designation, and sells to theater tourists, locals, corporate event planners, and nationwide gift customers.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Schmackary's does
Schmackary's is a privately held, founder-owned artisan cookie bakery founded in 2012 by Zachary "Schmackary" Schmahl in New York City's Theater District. The company sells handcrafted cookies across more than 100 proprietary recipes, with a daily rotating flavor lineup that includes at least one gluten-free and one vegan option each day. The core product line consists of "Old-Fashioned" and "Schmall" sized cookies, supplemented by 5-tiered cookie cakes, brownies, and bars; the business also runs a merchandise line (apparel, coffee, gift tins) under the "Schmack Schwag" sub-brand. Pricing is unit-based — cookies at $3.75 each, half-dozen boxes at $32, cookie cakes at $40–$45 — across in-store, catering, and nationwide shipping channels.
The company operates four company-owned retail locations (Theater District, Union Square, Englewood NJ, San Diego CA), all running on the Toasttab online ordering platform, and reaches a national audience via direct-to-consumer e-commerce shipping three days a week. The GTM motion is hybrid: Broadway community partnerships (monthly show-tied limited-edition cookies, Broadway Bakes charity events) drive brand equity and tourism foot traffic; catering serves weddings, corporate events, and parties; nationwide shipping extends the brand beyond the NYC metro area. Schmackary's is the self-designated "Official Cookie of Broadway" and has product-placed in Hulu's Only Murders in the Building, anchoring its identity in the theater and entertainment community while pursuing a franchise program for further national expansion.
Schmackary's firmographics
Firmographics- Name
- Schmackary's
- Legal name
- Schmackary's
- Website
- https://schmackarys.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Schmackary's is a NYC-based artisan cookie bakery founded in 2012, operating four retail stores plus nationwide shipping and catering. It sells 100+ rotating cookie recipes, holds the "Official Cookie of Broadway" designation, and sells to theater tourists, locals, corporate event planners, and nationwide gift customers.
- Ownership category
- akta.pro rank
Schmackary's industry classification
Industry- Product category
- Specialty Cookies
- NAICS
- Baked Goods Retailers (445291), Cookie and Cracker Manufacturing (311821)
- SIC
- Cookies & Crackers (2052), Bakery Products (2050)
- akta.pro primary industry
- Cookie & Brownie Shops (THAFAGAF)
- akta.pro secondary industries
- Online Bakery & Desserts Delivery (CRAHAIAK), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
Keywords
Where Schmackary's is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Schmackary's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Cookie Sales: In-store cookie sales at 4 physical locations. Cookies priced at $3.75 each for old-fashioned size. Multiple flavors available daily with rotating selection.
- Nationwide Shipping: E-commerce nationwide ordering with half dozen boxes ($32) and custom dozen boxes. Cookies ship Monday-Wednesday to ensure freshness.
- Catering & Events: Corporate events, weddings, parties with Signature Party Boxes and bulk Cookie Bundles. Free consultations for weddings and large special events.
- Merchandise & Specialty Items: Branded merchandise including sweatshirts ($35-$45), Kobricks Coffee ($15), gift tins ($15), cookie cakes ($40-$45), and Schmackaroons ($18).
- Franchise Revenue: Franchise opportunities being offered to expand brand nationally. Franchise information available via HS forms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Cookies |
| Unit Pricing | Pay-as-you-go | Half Dozen Box - Oh So Classic |
| Unit Pricing | Pay-as-you-go | Cookie Cakes |
| Unit Pricing | Pay-as-you-go | 3-Chip Schmackaroon |
| Unit Pricing | Pay-as-you-go | Branded Merchandise |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Schmackary's product offering
Product offeringCore offering
Schmackary's is a New York City-based artisan cookie bakery that handcrafts cookies from over 100 proprietary recipes with daily rotating flavors, including gluten-free and vegan options. The company sells cookies (Old-Fashioned and Schmall sizes), 5-tiered cookie cakes, brownies, and bars through four physical retail locations, nationwide shipping, and catering services. Signature Broadway-themed limited-edition cookie collaborations and the Broadway Bakes annual charity event anchor the brand's identity as 'The Official Cookie of Broadway.'
Product overview
Schmackary's is a New York City-based cookie bakery operating as a single-brand, multi-location retail operation. The core product is handcrafted cookies available in over 100 individually crafted recipes with creative, rotating flavors. The offering comprises: (1) Old-Fashioned and Schmall sized cookies as the primary product across multiple flavor profiles including Funfetti, The Classic, Red Velvet, Maple Bacon, Sweet Corn, Monster Mash, and Key Lime; (2) Cookie Cakes featuring 5-tiered versions of popular flavors; (3) Breakfast, Bars and Brownies as non-cookie treat alternatives; (4) Catering Services offering Signature Party Boxes and Cookie Bundles for events; (5) Nationwide Ordering with Build Your Own Box and pre-curated options shipping across the USA; (6) Merchandise (Schmack Schwag) including branded apparel and coffee; (7) Broadway Cookie Collabs—limited-time flavors created with Broadway show partnerships; and (8) Broadway Bakes charitable events. The company operates locations in Manhattan's Theater District and Union Square, Englewood NJ, and San Diego CA, with a franchise expansion program.
Differentiator
Problem solved
Functional benefit
Products and services
- Handcrafted Cookies (Old-Fashioned and Schmall) Handcrafted artisan cookies in Old-Fashioned and Schmall sizes with daily rotating flavors from over 100 proprietary recipes, including Funfetti, The Classic (chocolate chip), Red Velvet, Maple Bacon, Sweet Corn, Monster Mash, Key Lime, and Mystery Cookie. Gluten-free and vegan options are available daily. Sold by the unit at $3.75 each.
- Cookie Cakes 5-tiered cookie cakes featuring popular flavor combinations, including the Classically Classic Cookie Cake ($40) and Cookies & Cream Cookie Cake ($45). Named one of the best things eaten in 2019 by Delish.
- Catering Services Event catering offering Signature Party Boxes (ready-to-serve display) and Cookie Bundles (bulk) for weddings, birthdays, graduations, corporate events, and holiday parties. Free consultations for weddings and large events; custom decorated cookies available for color schemes and simple designs.
- Nationwide Ordering & Shipping Direct-to-consumer nationwide cookie shipping with Half Dozen Boxes ($32, e.g., Oh So Classic), pre-curated Best Sellers boxes, and Build Your Own Box custom orders. Cookies ship Monday-Wednesday to ensure freshness; orders placed after Wednesday ship the following Monday.
- Branded Merchandise (Schmack Schwag) Apparel and gift items including 'Get Baked' t-shirts, 'Let's Get Baked' and 'Freshly Baked' sweatshirts ($35-$45), Kobricks Coffee 1lb bags ($15), and Heavenly Baked Gift Tins ($15).
- Gift Cards Digital and physical gift cards sold via the eGiftify platform, redeemable for any Schmackary's product.
- Broadway Cookie Collabs Limited-time, monthly cookie flavors created in partnership with currently running Broadway shows, including Glinda's Funfetti and Elphaba's Cookies & Cream (Wicked), & Juliet's Strawberry Rhubarb, and The Amazin' Corn Bred Cookie (Shucked), among many others.
- Breakfast, Bars and Brownies Non-cookie treat alternatives including brownies and breakfast bars, offered alongside the core cookie lineup at retail locations.
- Ube Be Baby, Legend-Berry & Salty & Sweet Cookie Flavors Three newly launched signature cookie flavors announced on the homepage as featured Flavors of the Month, each sold as part of the standard Old-Fashioned cookie rotation.
Quantifiable outcome
- Over 2,000 cookies produced daily at flagship location
- +2 more outcomes
Companies that use Schmackary's
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
Schmackary's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Schmackary's partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Broadway Cares / Equity Fights AIDScoreAnnual Broadway Bakes fundraising event where Broadway stars work behind the counter serving customers. Proceeds support BC/EFA's efforts in providing lifesaving medication, healthcare, and financial assistance. Has raised over $70,000 to date.
- Broadway Shows (Various)coreMonthly partnerships with different Broadway shows to create limited-time specialty cookies. Past collaborations include Wicked (Glinda's Funfetti, Elphaba's Cookies & Cream), & Juliet (Strawberry Rhubarb), Shucked (Corn Bred Cookie), and many others.
- Kobricks CoffeeminorKobricks Coffee tiger-stripe espresso (1lb) sold as merchandise through Schmackary's website and stores. Partnership provides coffee pairing option for cookie customers.
Scale indicators6 records
Recent moves9 records
Expansion highlights6 records
Schmackary's competitors and assessment
Company assessmentDirect peers
- Milk Bar: Christina Tosi-founded bakery chain offering creative, nostalgic desserts (cookies, cake truffles, pies) across multiple U.S. cities plus nationwide shipping. Directly comparable multi-location dessert brand with rotating specials and an e-commerce gifting business.
- Georgetown Cupcake: Multi-location cupcake bakery with nationwide shipping, TV-driven brand recognition, and gifting focus. Comparable specialty dessert retailer with tourist-anchored flagship and shipping-led nationwide growth.
- Insomnia Cookies: Late-night cookie delivery chain founded at a college campus with nationwide shipping and storefronts. Comparable late-night, delivery-forward cookie brand with similar gifting and corporate-order use cases.
- Levain Bakery: NYC-founded artisan cookie bakery known for oversized, thick cookies sold in neighborhood storefronts. Direct competitor in the premium cookie retail category with comparable price points and a similar local-to-national growth arc.
- Crumbl Cookies: National franchise cookie brand with rotating weekly flavors, app-driven ordering, and thousands of locations. Closest direct competitor on the rotating-flavor concept and franchise-led national expansion, though at much larger scale.
- Magnolia Bakery: Iconic NYC bakery famous for cupcakes and banana pudding, with multiple Manhattan locations and shipping. Comparable NYC-anchored bakery brand with tourist-driven foot traffic, franchise/licensed locations, and nationwide gift shipping.
- Tiff's Treats: Warm cookie delivery franchise specializing in cookies-and-ice-cream delivery for occasions. Comparable franchise-led cookie delivery business with strong corporate/gifting revenue mix.
- Baked by Melissa: NYC-founded bite-size cupcake and cookie brand with multiple NYC locations and nationwide gifting shipping. Comparable small-format, high-frequency NYC dessert brand with strong corporate gifting and shipping channel.
Regional players
- Jacques Torres Chocolate: NYC-based artisan chocolate and dessert shop with retail locations and nationwide shipping. Comparable NYC-anchored premium dessert brand with strong gifting and shipping channel and a celebrity/founder-driven identity.
Others
- Etsy (gifting/commerce channel): Online marketplace for handmade gifts including baked goods and personalized items. Comparable channel for nationwide cookie gifting demand and small-batch artisan food discovery, though not a direct retail competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Schmackary's social profiles
Digital presenceSchmackary's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Schmackary's leadership team
Management profileNumber of profiles
Profiles1 record
Schmackary's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Schmackary's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Schmackary's
What does Schmackary's do?
Schmackary's is a New York City-based artisan cookie bakery that handcrafts cookies from over 100 proprietary recipes with daily rotating flavors, including gluten-free and vegan options. The company sells cookies (Old-Fashioned and Schmall sizes), 5-tiered cookie cakes, brownies, and bars through four physical retail locations, nationwide shipping, and catering services. Signature Broadway-themed limited-edition cookie collaborations and the Broadway Bakes annual charity event anchor the brand's identity as 'The Official Cookie of Broadway.'
Is Schmackary's a public or private company?
Schmackary's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Schmackary's founded?
Schmackary's was founded in 2012. It employs 11 to 50 people.
Where is Schmackary's based?
Schmackary's is headquartered in New York, United States, in the North America region.
How does Schmackary's make money?
Five revenue lines are on record. Retail Cookie Sales are the primary driver. The others are nationwide Shipping, catering & Events, merchandise & Specialty Items and franchise Revenue.
Who are Schmackary's's main competitors?
Direct peers on record are Milk Bar, Georgetown Cupcake, Insomnia Cookies, Levain Bakery, Crumbl Cookies, Magnolia Bakery, Tiff's Treats and Baked by Melissa. Jacques Torres Chocolate is listed as a regional player. Etsy (gifting/commerce channel) is listed as an others.
Does Schmackary's have an API?
No public API is recorded for Schmackary's.
What industry is Schmackary's in?
Schmackary's's product category is Specialty Cookies. Its primary akta.pro industry code is THAFAGAF, Cookie & Brownie Shops, with a secondary code of CRAHAIAK, Online Bakery & Desserts Delivery. Its NAICS code is 445291 and its SIC code is 2052.