Let them eat cake: Cake Boss coming to Morristown

Carlo's Baker--of Cake Boss fame--is coming to Morristown.
Carlo's Baker--of Cake Boss fame--is coming to Morristown.
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The Cake Boss is coming to Morristown.

Carlo’s Bakery, setting of the TLC series Cake Boss, plans to open a new location at 40 Market St. in Morristown, on the ground floor of the Metroplolitan luxury apartments, by the end of the year.

Carlo's Baker--of Cake Boss fame--is coming to Morristown.
Carlo’s Bakery–of ‘Cake Boss’ fame–is coming to Morristown.

“Morristown really is a family town. It represents everything we are about as a bakery,” said Cake Boss owner Buddy Valastro in a statement.

Carlo’s Bakery Morristown joins a franchise that includes the flagship bakery in Hoboken, locations in Ridgewood and Westfield, and soon, Red Bank.

The 3,700-square-foot Morristown bakery will include a party room for birthdays, bridal showers and other celebrations.

“With how family-oriented this town is, I knew I wanted to include a Party Room at this location,” Buddy said.

Morristown Mayor Tim Dougherty said he looks forward to the grand opening in December.

“It just follows the same story we have been telling,” the Mayor said.

“Morristown is attracting  new businesses every day, and it is important for our taxpayers that  our business district is vibrant. That’s great!”

The personal service and “mom and pop character” of Carlo’s Bakery make it a “perfect fit” with Morristown and its blend of culture, dining, shopping and nightlife with a “small-town, local feel,” according to a statement by Debra Tantleff, a vice president for Roseland, which developed the Metropolitan complex at the site of the former Epstein’s department store.

Carlo’s Bakery opened in 1910 and more recently has been at the forefront of the custom cake trend. In addition to appearing on TLC’s Cake Boss and Next Great Baker, Carlo’s has been featured on Brides, The Rachael Ray Show, Good Morning America and the Huffington Post.

“I’ve been to Morristown many times and always thought it would be a perfect place for Carlo’s,” Buddy said.

Residents may find it harder to get a perfect fit in their wardrobes.  Carlo’s Bakery comes to a downtown that already caters to sweet-toothed customers with Sweet Lucy’s, The Artist Baker and the Swiss Chalet.

NO SURRENDER

And they have no intention of waving the white flag when their famous competitor starts putting the icing on the cake.

Andrea Lekberg of The Artist Baker said she’s not sure how Carlo’s will affect business–but she is sure what customers can expect from her shop.

“We use only butter and our flours are organic from a small mill in Pennsylvania,” said Andrea. “We source locally as much as possible and work with only organic farms. In house we make everything. And I just put out our preserves from summer’s harvest and some homemade vanilla and cinnamon extract. As you can see, every bakery is different. Different ingredients, different philosophy and different product. Variety is the spice of life–as quoted by Ashley, pastry chef at The Artist Baker.”

At Sweet Lucy’s, Tracy Silverman also expressed confidence.

“We welcome all new businesses into Morristown,” said Tracy.
“We will continue to differentiate ourselves as Morristown’s only gourmet, boutique bakery.  Our customers are loyal and intelligent and recognize what makes Sweet Lucy’s different:  High quality baked goods and friendly customer service.  We bake from scratch on the premises using only the finest ingredients.  We believe in small batch baking which allows for more attention to detail, rather than mass production.  That has been our recipe for success since opening and will continue to be our focus.”

 

 

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