Talk about a huge change. The former home of Hoek’s Death Metal pizza at 511 E. Sixth St. will soon be awash in pastels when Dallas-based franchise Magical Dessert Bar opens its first Austin outpost in May.
Urdan Babar, the company’s director of business development, says the concept is “all about rainbows, clouds, and unicorns.” In addition to serving outrageous Instagrammable treats, the sweets shop aims to provide a total experience for its customers, complete with murals for selfie opportunities and a light-up dance floor.
Babar says many of his customers even get in on the theme by wearing unicorn onesies or tutus while they shop.
Of course, the desserts are the first draw. The offerings turn Pinterest board into IRL with an assortment of festooned milkshakes, macarons, colorful cakes, and Thai-style rolled ice cream.
Babar has gotten some flack for not making some of the offerings in house. Reiterating what he told CultureMap Houston, he emphasizes that Magical is a dessert bar and says “we have never advertised as a bakery.”
Sourcing some of the treats from local bakeries allows the spot to keep costs down on and handle high volumes. Still, Babar emphasizes that many of the treats are made on-site, including crepes, lemonade, and ice cream.
Wherever the desserts are made, it hasn’t put a damper on the business. The first Magical Dessert Bar in Dallas had such an overwhelming response that it is now shuttered and moving into a larger space. The March debut of the Houston outpost brought much of the same with four-hour lines on its opening day.
Time will tell if Austin is similarly enchanted, but the trend of Insta-desserts doesn’t seem to be going anywhere.