The official cookie of Broadway makes its way from the stage to the screen to capture the hearts of murder mystery, theatre and cookie fans alike
Schmackary’s, the “Official cookie of Broadway” beloved by the theatre community and beyond and known for its more than 75 lip-schmackin’ cookie creations, was prominently featured in the musical-inspired season three premiere of the Hulu original, “Only Murders in The Building.” Paul Rudd’s character, Ben Glenroy, returns with a weakness for the cookies, as viewers see him sneaking a huge bite of a Schmackary’s cookie during a table read scene moments after saying he wouldn’t.
With OMITB stars Selena Gomez, Martin Short and Steve Martin investigating a murder behind-the-scenes of a Broadway show, the plot is a natural fit for Hell’s Kitchen-born Schmackary’s, a brand beloved by Broadway icons like Kristin Chenoweth and Lin Manuel Miranda, and known for its musical-inspired cookie creations and Broadway Bakes fundraisers.
The connection is even more meaningful for in-the-know theatre fans, considering Schmackary’s founder, Zachary “Schmackary” Schmahl, dreamt of one day taking center stage in the Broadway productions he loved while growing up in Nebraska. After moving to the Big Apple, he began baking wildly creative cookies out of his small studio apartment, and within months, his side hustle became a full-time production – receiving rave reviews from every corner of the Broadway community and reaching more than $1 million in sales at the conclusion of its first year in business.
“Since opening Schmackary’s more than a decade ago, it’s been my dream to share a sprinkle of Midwestern hospitality and one-of-a-kind, melt-in-your-mouth flavors with people near and far,” said Schmahl. “It’s surreal to see my cookie creations on the small screen and know that Paul Rudd has helped introduce cookie- and theater-lovers from around the world to our concept.”
In May 2023, Schmackary’s announced its plans to begin franchising and grow its national footprint to more than 500 units across the U.S. The brand has partnered with franchise development firm Fransmart, the global leader in growing emerging concepts into successful national and international franchise brands, to launch a robust sales and marketing strategy to fuel the cookie company’s expansion.
“It’s no question that Schmackary’s runs on star power – What other cookie company is beloved by some of the biggest names in the Broadway and entertainment community and able to generate $2 million in sales out of a 750-square-foot storefront?” said Fransmart CEO Dan Rowe. “Its exceptional unit economics, minimal labor requirements, streamlined operations and strong sales-per-square-foot are just a few of the reasons the concept is a hot new opportunity for franchisees.”
Since opening in NYC’s Theatre District in 2012, Schmackary’s has earned critical acclaim for its world-famous “Cookies 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. With cookies like Caramel Apple Crisp, Maple Bacon and Buckeye Moonpie, Schmackary’s has spent the last decade in the spotlight, earning rave reviews, awards and accolades from around the globe.
Schmackary’s is currently vetting qualified multi-unit owners to bring the cookie company to their local market. Ideal franchisees have prior franchise experience and a passion for bringing delicious, homestyle cookies to the eager masses. 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, low square footage requirements, and a robust catering and delivery business that provides multiple revenue streams to investors. Interested franchisees may submit inquiries and applications online at www.fransmart.com/schmackarys.
Schmackary’s began in 2011 thanks to Zachary Schmahl – a boy from Nebraska who came to New York City with a showbiz dream. After charming his neighborhood with his delicious homemade cookies, Schmahl opened Schmackary’s in Hell’s Kitchen, the heart of NYC’s vibrant Broadway district. The brand was an immediate success, quickly becoming Broadway’s favorite cookie. After more than a decade of building a national network of fans and generating massive revenue, Schmahl has made the decision to expand the brand through franchising. Franchisees will receive hands-on training from the Schmackary’s team, a business that generates revenue across several revenue streams, and a brand that’s recognized worldwide for its charm and deliciousness. Schmackary’s currently operates one corporate location in New York City.
As the leading franchise development firm in the country, Fransmart turns emerging restaurant concepts into successful national and global brands. Founded by Dan Rowe, the man who identified and grew brands such as Five Guys Burgers & Fries and QDOBA Mexican Grill from single unit businesses to the powerhouse chains they are today. Fransmart’s current and past franchise development portfolio brands have opened more than 5,000 restaurants worldwide and facilitated franchise investments that have cumulatively generated 1 billion dollars in revenue to date. For more information, visit www.fransmart.com.