Schmackary's Takes a Bite Out of Union Square with New Franchise Location

Schmackary's, the beloved New York City cookie institution known for its delectable treats and warm hospitality, is expanding its reach to Union Square. The franchise location, set to open in late 2024 at 129 4th Avenue, is a testament to Schmackary's enduring popularity and the vision of franchisee Alex Laracy.

Laracy, a seasoned entrepreneur with a passion for delivering a taste of authentic Midwestern charm, is eager to introduce Union Square residents and visitors to the delights of Schmackary's. Inspired by the vibrant theater community that thrives in the neighborhood, Laracy saw an opportunity to bring a touch of warmth and deliciousness to the bustling area.

The journey to becoming a Schmackary's franchisee began serendipitously for Laracy when he stumbled upon the establishment while out with his son. Impressed by the cookies and the customer-centric approach of the brand, Laracy knew he wanted to be a part of the Schmackary's family.

Founder Zach Schmahl, the visionary behind Schmackary's, is equally thrilled about the expansion to Union Square. The decision to open a franchise in this cultural hub was driven by customer demand and a desire to extend Schmackary's presence beyond the Theatre District.

Since its inception in 2012, Schmackary's flagship store has been a go-to destination for cookie aficionados and those seeking a warm, welcoming atmosphere. The brand's commitment to customer satisfaction and quality has set it apart in the competitive food industry landscape.

In May 2023, Schmackary's embarked on the journey of franchising with Fransmart, paving the way for ambitious entrepreneurs like Laracy to bring the magic of Schmackary's to new locales. As the Union Square location takes shape, residents and cookie enthusiasts can look forward to experiencing the same impeccable service and mouthwatering treats that have made Schmackary's a New York City institution.