UES to the MAX!!!

Opening in 5 days, Mr Brenner looks over last minute installs and training.

I've had a lot of mixed feelings about Max Brenner (Oded Brenner) and his new creation Little Brown Chocolate and Coffee opening on the corner of 85th Street and Lexington Ave on the Upper East Side.  On the one hand, the Israeli chocolate maker (by way of Australia's fame) is globally spreading the joy of chocolate to many people's lives that may need more chocolate; on the other, he produces chocolate that is flat and boring.  As for chocolate-flavored things, yes, Max Brenner can be your fix.  Serious chocolate lovers have been disappointed thus far and Brenner has been keen to not be a part of the luxury chocolate world.  To his credit, the attraction works to his favor- being focused on the desires of the average chocolate lover will certainly pay the rent.

I do wonder where he sources his cacao from.  As the events of the world unfold around us, maybe eventually Brenner will realize that the impact he makes in the world market is something that his customers would like to know.  Starbucks tries to be as clear as possible. Whole Foods has many resources for their customers.  Max Brenner, not so much.  Even learning about chocolate making is limited on his website.  He loves displaying the equipment and keeping that equipment a mystery, rather than using that opportunity to teach people about what they're eating.


Having another chocolate store on the UES is totally great.  Vosges Haut-Chocolat, La Maison du Chocolat, Payard, Teuscher, and Lady M Cake Boutique all have another dessert-based experience for the local residents and the museum and park-goers.  So much chocolate, SO LITTLE TIME!


Eat it all before it's gone!


-Conrad