MGFD Brunch at 5 Years | Homage to Hedy’s Sweets

Five years ago, a typical Sunday morning at Michael’s Genuine® Food & Drink (“MGFD”) was a time for our chefs to prepare for the evening service and plan for the upcoming week, quietly without distraction. But then October 25, 2009 rolled around and Sundays were never the same again. Today, once 11:00am hits the clock, MGFD is a vibrant and colorful scene of savory and sweet. Tables are adorned with a variety of small plates mingling with cocktails, wines, and beers at once. It is a playful and nostalgic affair, a frenzy of energy and creativity, and Hedy and Michael would not have it any other way.

Hedy explains that when Michael developed Brunch at MGFD, he wanted a different concept, where guests could enjoy a number of different plates, without any set rules. “It is whatever you feel like…”  It was a hit out of the gate, attracting the attention of then New York Times food critic Frank Bruni and has evolved into more than we ever could have imagined — a fun and interactive meal stretching the imagination of both our customers and our team in the restaurant that puts it together each week. We’ll cover the savory side of the menu next, but today we begin in keeping with Hedy’s mantra: “Eat dessert first!”

At the top of the Sweets section appear Hedy’s Childhood Treats. These items are meant to bring back childhood memories and can often be found in Hedy’s cookbook, Baking Out Loud: Fun Desserts with Big Flavors. Items like overstuffed o’s, s’mores and chocolate caramel peanut bars show the playfulness and accessibility of the menu. As much as they attract children, they are meant for big kids, us. Because Hedy’s goal was to bring out the “oohs and aahs” out of us, and boy does she!

The remainder of the menu will leave you equally flabbergasted. The classics such as the pop t’s — which are Hedy’s take on the still relevant as ever original, on-the-go handheld breakfast pie — and the sticky bun, have new flavors weekly. They are in short, a grow-up version of your old time favorites. By grown- up, we mean improved of course. Exponential improvement. Some dishes are too bold to fathom, like the tequila watermelon-popsicle, or the macaron ice cream sandwich, or the peanut butter pie in a jar overflowing with caramel. Literally overflowing. Ugh! Hedy dares to play with both savory and sweet in general, particularly in her sticky buns, such as the bacon, cream cheese and peanut butter sticky bun. It leaves you to lick you fingers shamelessly at the table and turn an average Sunday morning meal, into your most anticipated moment of the week. Seriously. Some guests join us religiously for brunch and Hedy’s sweets are one of the reasons why they are committed to our brunchbell. Yes that’s what we call it!

Why the obsession? Our pastry team bakes with heart. Hedy and her associates change the Sweets menu in its entirety, weekly, with updates reflected on the michaelsgenuine.com website by crack of dawn Sunday. Although some preparation may be made in advance, or mise en place, all sweets are baked on Sunday morning. Hedy shares, “ I like to keep challenging myself, have fun and inspire my team. I don’t take myself too seriously and want to keep it playful”. That passion is evident from the choice of items on the menu, but most importantly the flavors. Hedy values multi dimensional dishes, especially with the desserts. She would hate for a guest to merely have two bites, which is why she plays with savory for balance. In her iconic and ever evolving cookie, junk in-da-trunk ®, for example, Hedy mixes cookie dough with pretzels, potato chips, peanut butter, and candy bars, but tops it with sea salt, “… to give your taste buds a break”, she reveals. This is a sweet marathon, not a race!

Hedy likes to inspire, but is also inspired by her energetic team, including Devin Braddock, who takes great pride in spearheading putting out the #brunchbell under the direction of pastry Sous-Chef, Patty Lopez. Devin also enjoys playing with the line between sweet and savory, such as hot pepper jam, and she loves our brunch’s core idea, nostalgia. Preparation for brunch sweets begins as early as Monday, when the team assembles a rough draft of the menu, which evolves during the week. It is the perfect opportunity for originality to emerge. And as the week develops, each dish “…molds into something more beautiful and more creative”, making brunch equally exciting for Devin and for you. The A team also includes Dallas Wynne, a Harry’s Pizzeria alum.

Brunch at MGFD comes together due to the participation of the entire team. Pastry helps the savory side by making a crumpet batter, while the servers, managers and support staff review the logistics for an effective brunch. It is a tough service to tackle, but quite a fun one. It can also be a friendly competition between sweet and savory, as Sous-Chef, Jason Arroyo, crosses the boundaries with a savory French toast for example; whereas Head Line Cook, Manuel Arredondo, brings out his own creativity to mirror Devin’s bold dishes, with maple bacon pancakes. If you haven’t experienced this underrated game yet, hustle because the bell rings at 11:00am every Sunday, and as of October 12, lasts until 3:00pm.

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