A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from March 11, 2010
Crack Pie

"Crack pie” is a specialty of Momofuku Milk Bar and Bakery, at Second Avenue and 13th Street in Manhattan. The dessert name has been trademarked with a first use date of November 15, 2008.

The name “crack pie” was chosen, chef Christina Tosi has explained, because the dessert is “addictive.” There is an unacknowledged influence of “crack cocaine” and the “crack pipe” in the name “crack pie.”

The pie has frequently been compared to chess pie.  Like the chess pie, the crack pie contains butter, eggs, sugar and vanilla, but it also has an oat cookie crust.


Momofuku Milk Bar
pies (10"– serves 8-10)
crack pie™ – toasted oat crust, gooey butter filling

NBC New York
Chef Christina Tosi’s “Crack Pie”
Momofuku Milk Bar’s pastry chef, Christina Tosi, makes her addictive crack pie as she and Sara bond over their love of sweets.

Flickr
Crack Pie
Uploaded on November 16, 2008
by EssG

Eat Me Daily
Martha Stewart Visits Momofuku Milk Bar, Crack Pie Made by Christina Tosi and David Chang [video]
January 29, 2009, 3:00 pm
Today, as part of The Martha Stewart Show’s erroneously-named “10th Street Restaurant Tour” of Manhattan’s East Village, Martha paid a visit to Momofuku Milk Bar (which is actually on 2nd Avenue and 13th Street). But no matter, the Stewart / Chang culinary bromance is further cemented. In this segment, the history of Momofuku is explored; Christina Tosi and David Chang make crack pie; Martha is impressed.

The Boston Foodie
Friday, February 6, 2009
Crack Pie
The key to crack pie is to place is back in the oven for 15 mins at 325 degrees. Let it cool and it is perfect! This is the BEST crack pie recipe available on the web, thanks to our thousands of readers who have perfected the cooking times!

It’s not what you think! This incredibly rich, delicious dessert takes some work but with quality ingredients and decadent home-made taste it’s worth it. The pastry is from David Chang’s Milk Bar In NYC. Mr. Chang is the owner of the world famous Momofuku restaurant. It’s interesting as it uses an oat cookie that you make as part of the crust for the actual pie.
(...)
COMMENTS
Davideo said…
Crack Pie has become an overnight sensation because of Anderson Cooper mentioning it on Regis and Kelly the last two days. I plan to make the pie for a Christmas party this weekend. My question: after reviewing the Martha Stewart video where they make the pie, “butter” is mentioned, but in this recipe it’s unsalted butter. Is that always the case when cooking? Do I definitely want unsalted? I know whenever I use butter I prefer salted… but I’m not much of a chef!
December 16, 2009 11:54 AM

Village Voice (New York, NY)
Christina Tosi Explains Why the Her Crack Pie Is Now Trademarked
By Rebecca Marx, Monday, Nov. 16 2009 @ 10:55AM
Sometime during the past couple of months, new additions appeared on the Momofuku Milk Bar and Bakery menu: ‘TM’ symbols next to the cereal milk, compost cookie, and crack pie. Had someone been caught in the act of trying to copycat Christina Tosi’s singular creations? Or were the symbols more symbolic of Momofuku’s particular brand of whimsical irreverence? Neither, says Tosi.

“We honestly just did it because we have such unique things,” she says. “We were trying to be proactive about protecting ourselves, not because anything specific had happened. We really felt [these] were where our identity lied.”

Campusfork
Momofuku Milk Bar: Best Dessert In New York, Crack Pie
December 9th, 2009
Martha Stewart praises Milk Bar.
So just how good is the Crack Pie?

One bite, the creamy texture hits all the rights notes.

It can be addictive. The rich pie conveys sweet yet a dash of savory notes.

With crunchy edges, the cookies are also a great solid choice.

Los Angeles (CA) Times
Crack Pie: It’s love at first bite
She thought she didn’t even like sweets. But one spoonful of this rich, silky delight, and she was smitten.

February 11, 2010|By Rene Lynch
(...)
Sold at Momofuku Bakery & Milk Bar in Manhattan, this pie has taken New York City by storm, partly because of the audacious name, partly because of the jaw-dropping price tag—$44 a pie, yes, $44 a pie—and partly because anyone who has tried it, including myself, CNN bigwig Anderson Cooper and the people who are buying the 60 to 90 Crack Pies sold each day or two, can’t stop raving about it.

Still not convinced? Out-of-town demand is so high that the bakery just started shipping the pie by FedEx. They’ve even sought trademark protection for the name.

Crack Pie is a twist on Chess Pie—an old-school dessert found in the “Joy of Cooking,” popular because it can be made with common pantry ingredients such as butter, eggs, sugar and vanilla.

But Milk Bar pastry chef Christina Tosi’s reimagining makes Crack Pie an original. Instead of just a humdrum pie shell that serves as a container for the filling, Tosi dreamed up a shell that begins with a homemade oat cookie blended with a bit more butter, sugar and a healthy dash of salt.

(Trademark)
Word Mark CRACK PIE
Goods and Services IC 030. US 046. G & S: Bakery products, namely, sweet bakery goods. FIRST USE: 20081115. FIRST USE IN COMMERCE: 20081115
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 77674434
Filing Date February 20, 2009
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition June 30, 2009
Registration Number 3682671
Registration Date September 15, 2009
Owner (REGISTRANT) David Chang, LLC LIMITED LIABILITY COMPANY NEW YORK 223 East 10th Street New York NEW YORK 10003
Attorney of Record Lisa A. Pieroni
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE “PIE” APART FROM THE MARK AS SHOWN
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator LIVE

Posted by Barry Popik
New York CityFood/Drink • (0) Comments • Thursday, March 11, 2010 • Permalink