A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from September 18, 2009
Dessertery

A “dessertery” is a “dessert eatery“—a bakery/restaurant that specializes in desserts. The name appears to have been coined by Sneaky Sweets, advertising as the “The World’s Only High & Low Calorie Dessertery” in the Los Angeles (CA) Times of October 7, 1977. Several other “desserteries” opened all across the United States by the 1980s.

The “dessertery” hasn’t proved a huge financial success (people often desire a full meal or are calorie-conscious), but the concept can be successful. Many desserteries are located in malls, near restaurants and cinemas.


Midtown Cafe & Dessertery (Winston-Salem, NC)
A Winston-Salem favorite since 1987, we offer great American fare in a comfortable, casual setting. Omelettes, pancakes, waffles, French toast, burgers, chicken grills, sandwiches, plus an array of soups and salads. Everything made from scratch in our kitchen. And of course our famous desserts, 25 choices, always await you. Dine in, enjoy our outdoor patio, or take-out and delivery available.

7 October 1977, Los Angeles (CA) Times, pg. K15 ad:
The World’s Only. High & Low. Calorie. Dessertery. 19550 Ventura Blvd. Capri Plaza Shopping Center.
(Sneaky Sweets—ed.)

Google Books
Westways
Vol. 69
1977
Pg. 78:
At Sneaky Sweet’s, the world’s first such dessertery, you can gorge on “The Garbo,” a hot fudge sundae with a mere 220 calories, or on any of their over 200 desserts, from the richest to the most illusionary…

6 October 1978, Los Angeles (CA) Times, pg. J15:
Dessertery offers sweets for dieters, non-dieters
(Sneaky Sweets—ed.)

Google Books
January 1981, Orange Coast (Orange County, CA) magazine, pg. 127, col. 2:
WALL STREET DESSERTERY, 24000 Alicia parkway, Mission Viejo 770-1408 (Gateway Center) Featuring an excellent variety of delicious desserts including: Dreyers Grand Ice Cream, Shakes, Sodas, Sundaes, Crepes, Mud Pie, CHeese cake, Chocolate Fudge Pit, & Carrot Cake all amongst the quaint atmosphere of the old New York Stock exchange. Custom Birthday cakes and sandwiches too!

Google Books
Fodor’s New York City and nearby attractions
By Eugene Fodor
New York, NY: Fodor’s Modern Guides
1982
Pg. 431:
Gatsby’s. In-town ice-cream parlor and dessertery; family game room.

Google Books
16 May 1983, New York magazine, pg. 47, col. 1:
Andras, A KRON CLONE (BY PARTNERS Andras Kron and Mitchell Zimmerman, refugee from ladies’ blouses), makes fierce, black, unyielding chocolate and pinched-looking truffles in a lovely SoHo dessertery (177 Prince Street).

Houston (TX) Press
This Week in Deliciousness
By John Seaborn Gray in Leftovers
Friday, Sep. 18 2009 @ 4:00PM
(...)
J.C. Reid tried out Chocolat du Monde in Rice Village, a dessertery based around the classic underrated Pixies album Trompe Le Monde. Try the Alec Eiffel Tower of Truffle.

Sure, “dessertery” is a word. We don’t care what the dictionary says, smartass, this isn’t Scrabble.

(Trademark)
Word Mark MIDTOWN CAFE & DESSERTERY
Goods and Services (ABANDONED) IC 042. US 100 101. G & S: RESTAURANT SERVICES. FIRST USE: 19950801. FIRST USE IN COMMERCE: 19950801
Mark Drawing Code (1) TYPED DRAWING
Serial Number 76185853
Filing Date December 22, 2000
Current Filing Basis 1A
Original Filing Basis 1A
Owner (APPLICANT) Midtown Cafe & Dessertery CORPORATION NORTH CAROLINA 151 S. Stratford Road Winston-Salem NORTH CAROLINA 27104
Attorney of Record Jeffrey R McFadden
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Abandonment Date November 5, 2001

Posted by Barry Popik
New York CityRestaurants/Bars/Bakeries/Food Stores • (0) Comments • Friday, September 18, 2009 • Permalink