Pichet Ong’s last name in print looks a bit like OMG, which is what you’ll probably say when you eat one of the macarons sold at the chef’s store, Batch. If you think of Pichet as a pastry curator and of Batch as an edible museum, then the macaron wing of the roughly 7-foot square West Village bakery is guest-curated by pastry chef Hsing Chen. Chen, formerly of Country, has started a mercenary macaron and dessert company called Sweet Chick. Special missions assignments, like OPERATION: Turn That Frown Upside Down are now being accepted through Sweet Chick’s website. Also, Chen makes cakes for weddings and other special events.
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