How’s this for half-baked PR: When we last checked in with Sugar! in October, the super-fashionable, Újpest-based cukrászda was in the midst of a media blitz over its creation of a collection of super-cute customized cakes in honor of the visit of American socialite, heiress, media personality, model, singer, author, fashion designer and actress Paris Hilton. As we were putting the item together, it became clear that proprietor Eszter Horváth was very concerned about Sugar’s PR. Which is fair enough – except that she then never bothered to call us back later and say that Sugar! was opening up a big new store/café right downtown in District VI. As a result, we only found the place by chance. But what a discovery!
Rather than writing a whole lot of words, we’ll let the pictures do most of the talking. On the plus side, there are all kinds of cute novelty gifts in addition to all the designer cakes and candies, the staffers all wear hilarious 1950s-style soda-jerk outfits, the washrooms are adorable, and they have a special counter where you can get numerous stylish varieties of tejberizs (rice pudding, pictured just below). On the downside, they don’t have nearly enough varieties of classic candies from abroad (note to Eszter: anything from this incredible American confectionary timeline up to about 1950 would be welcome), most of the cakes probably look better than they taste (no great scandal, given how good they look) and most of the cutely dressed-up staffers look like they haven’t eaten a candy bar in their lives (a major bummer for us fatties).
Otherwise, the only other thing to say is, if you are one a diet (or a diabetic) and are easily tempted, cross the street before walking by. Enjoy!
Is this where Falafel Faloda used to be? The layout looks similar, from what I could see in the photos. Just curious!
Falafel Faloda is still there. Sugar is on the other side of the street.
Dear Editor, this is a strange article. First, you
apparently have some context (gripe or something)
regarding Sugar’s PR but what you’re trying to get
at isn’t clear in the article, not to me anyhow.
I don’t get the point of hinting at something that
isn’t explained clearly. Either say clearly what
the issue is, or don’t mention it.
Second, I didn’t think the comment “most of the
cakes probably look better than they taste” is
very helpful. If you’re doing a review, then taste
the cakes and give an opinion, otherwise don’t
make such comments at all, which just comes across
to the reader as negative for no good reason.
Sounds like there’s some love-hate thing going on
here…
For the pedantically-minded, there’s a small
spelling mistake which I’ll let you find for
yourselves
Thanks Jodi! Good to know the Faloda is still there.
: )
Yes, I agree that the cakes look better than they taste. They are very bland really, as is the hot chocolate they serve. Worth visiting once maybe to see the decor, but absolutely not worth going back unfortunately. A victory of PR over substance.
i don’t agree. i ordered cakes from sugar before, and i can tell u, they taste just as good as they look. i ordered royal chocolate the first time and from then on i only ordered that flavour… itwas pretty good. i got exactly what i ordered in and out as well.
The name may be Sugar! but the cakes are missing butter. Bland
as mentioned previously. Basically they are twice the price of
Daubner but one quarter of the taste. Also get the price on the Jelly
Belly’s before filling a bag. Why can’t they simply do something
interesting and so simple like make high quality fudge rather than
fill half the store with a bunch of lollipops that will never sell?
How much is a dkg of those candies?
I think it’s a fantastic looking store and if they have a bit of common sense they’ll make it children friendly.(smiling clerks, outstanding customer service, free promotion candy) Just take a page out of the Times Square M&M store, it’s bustling with customers…!
Oh, and get more variety! A bunch of online stores has candies from the 60′s 70′s etc. Hungarian candy too!!! That could be the magnet for adults!
Now, if you’d like to hire me as your PR person…call me:)
By Hungarian standards, it’s a pretty average place and that’s not saying much
It’s all marketing over product quality sadly. Zazzi in Solymar has still to be beaten in my opinion. Can’t wait until they figure out that they would do so much better with a Pest outlet.
I`m not sure if Hungarians are into jelly beans so wonder if that part will do well. I had a New York cheese cake which was very good. The portion a bit on the small side though.Chocolate cake looked good. Ordering tea was a bit strange as they did not seem that have ordinary green tea but flavoured ones, mint, raspberry and lenon grass. Enjoyed the no smoking environnment.
I would definitely go back again and then try the smoothies.