Schmackary’s, New York City’s award-winning cookie franchise that recently captivated audiences on Hulu’s Only Murders in The Building, has just completed a multi-unit franchise agreement with Alex Laracy, further solidifying its presence in New York City. This marks yet another strategic step in their franchising initiative after recently expanding into New Jersey.

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.”

Since opening in NYC’s Theatre District in 2012, Schmackary’s has earned critical acclaim as the world famous “Official Cookie of Broadway”. 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.

Schmackary’s officially launched franchising in May 2023 with Fransmart, the global leader in growing emerging franchise brands. They have already welcomed 3 franchisees to their network as they expand across the Northeast, with no signs of slowing momentum.

“Franchisees are realizing that to be successful in the cookie space, you need to partner with a brand that stands out from the crowd,” says Fransmart CEO, Dan Rowe. “We’re coming for Crumbl, Insomnia Cookies, and other top players with a high-volume concept that’s got more soul, more charm, and incredible numbers to back it up.”

Franchisees receive expert training from the experienced Schmackary’s team, in addition to ongoing brand support throughout the opening process. Other franchise advantages include the brand’s coffee program which allows franchisees to generate revenue all day, affordable startup costs, and a robust catering and delivery business that provides multiple revenue streams to investors.

Emerging Concepts, Fast Casual, Franchising, News, Schmackary's