CHELSEA — They love the dough.
A cart doling out scoops of edible cookie dough in flavors inspired by '90s hip-hop has set up shop on West 14th Street
2 Dough Boyz opened at the Gansevoort Market, at 353 W. 14th St. near Ninth Avenue, last week, cofounder and Chelsea resident Matt Maroone told DNAinfo New York.
Patrons can order four different hip-hop inspired dough flavors, including a sugar cookie dough with sprinkles and white chocolate chips called “Confetti To Die” that pays homage to Bed-Stuy rapper Biggie Smalls and his first album. The cart also features a chocolate chip dough with Reese’s Peanut Butter Cups and M&M’s called "Nuttin’ Butter G Thang" inspired by the Dr. Dre and Snoop Dogg hit.
“I always wanted to do something really fun — have a brand that was really fun — and obviously cookie dough is kind of a fun food, so it kind of all just went together” said Maroone, a former music executive.
He and his wife worked for months developing recipes in their kitchen, a process that took a lot of “trial and error,” he admitted.
“Obviously… you have to make it safe to eat on a mass-produced level… and obviously it has to taste good,” Maroone explained. “Now we’re trying to figure out how… to keep up with the demand.”
The cart's cookie dough comes in three different sizes — the $6 “Little Wayne,” the $9 “Fat Joe” and the $12 “Big Pun,” according to the company’s website.
Maroone worked with a group of friends to come up with the hip-hop-inspired names.
“It spiraled out of control in a good way, kind of like a creative dump,” he said. “The names instantly came.”
The cart is currently operating on the sidewalk in front of the market, but moves indoors when it rains, he noted.