Sweetery, a food truck specializing in baked goods, is now calling the stretch of Fifth Avenue in front of the University Center its temporary home.
As if New Schoolers needed another reason not to go to the UC cafeteria.
Sweetery specializes in organic sweets ranging from cookies to ham and gruyere filled croissants. With its first days parked outside of The New School building, hungry students, workers, and passerbyers alike have all been lining up to order from the bright blue food truck.
“We’re very happy to be here, and we’ve wanted to be here for sometime,” said Desiree, an employee who was running the food truck on Tuesday.
Sweetery first started in 2009 by Grant Di Mille and Samira Mahboubian. The two had day jobs which they left to launch the food truck company. The Sweetery website describes the company as a “full-service experiential marketing company,” that’s not only a food truck, but also something that’s used promote business, whether that be wrapping the truck in a company logo, or catering a company event. The company has worked with several big companies including Macy’s, Land Rover, and MTV for these kinds of events.
But don’t be fooled by this mobile marketing machine, Sweetery is also serious about it’s food. “We bake on premises” said Desiree. With a fully equipped professional kitchen, the truck is able to whip up fresh gluten free, vegan, and regular baked goods for students looking for a quick pick me up.
“It’s in a good location”, said Lang student Aaliyah West, who was looking for a quick bite to eat before her class.
As for hours, they usually pull up to the school at 8 AM and leave at 2:30PM. Sweetery also occasionally posts the bright blue truck’s whereabouts via Twitter using the hashtag #wheredattruckat.
“I wanted a cookie in the cafeteria but they didn’t have one so I’m getting one here”, said Carlie Leary of Lang.
With the ability to provide a second snacking choice for the New School community, Sweetery seems to be something positively taken in by the students.
The truck plans to be here weekly as long as it can. Although licensed to be on the road, the spot it is parked in is run on an hourly meter. “We’re hoping to stay here,” said Desiree optimistically.
If you’re going to go, make sure you try the “macarella.” It’s a Nutella-filled coconut macaroon Sweetery original.