Macarons by Cheesecakes by Alex
Cafes and bakeries all across France offer the nation’s iconic macarons on their menus. Now the tiny treats will be available year-round to residents of Winston-Salem and Greensboro, North Carolina, too.
The bite-sized baked goods — beloved for their slightly crunchy shell, flavorful fillings and perky color palette — have become a permanent part of the offerings at both Cheesecakes by Alex locations, thanks to customer requests.
“When a customer asks us if we’d be willing to do something, we take it seriously,” said Alex Amoroso, owner of Cheesecakes by Alex. “That’s the essence of what we’ve done over the years. So many of our products have been customer driven.”
The delicious endeavor has been spearheaded by Alex’s son and Johnson & Wales University-trained chef Tim Amoroso, but it’s been no easy addition. The meringue-based cookies have a notorious reputation for requiring precise preparation.
“Macarons can be really finicky,” said Alex. “I hesitated to offer them because we’ve been so busy, and you have to get them just right and develop a consistency. Humidity can even play a huge factor in their success. They’re really difficult, but Tim always likes a challenge.”
Classic macarons are made with egg whites, almond flour and, of course, sugar (making them naturally gluten-free). The dainty desserts are known for their smooth sides and famously ragged edge or “foot.”
Macarons by Cheesecakes by Alex
“For me, I was attracted to the challenge. It was something I had never made before,” said Tim Amoroso. “Plus, the difficulty level means you can’t find them just anywhere.”
Despite being a French pastry, there also exists an Italian method and a Swedish method of making macarons. Tim borrowed from all three techniques to arrive at an original recipe for the Cheesecakes by Alex shops.
“I did a lot of trial and error and made a whole bunch of mistakes, but we really developed our own process,” said Tim. “We created a chewy exterior with a soft and delicious center. We’re consistent, and customers love them.”
The delicate sandwich cookies currently come in four flavors: pistachio, salted caramel, raspberry and fruity pebbles.
And the Amorosos have another creative flavor in the works.
“We have an employee in Winston who is obsessed with anything purple — purple socks, purple clothes, purple everything,” said Tim. “He has inspired us to make a purple macaron.”
Purple yam, or ube, will create the intense color while lending a light vanilla, slightly nutty and sweet taste, and a dash of red curry will be added to give it a mild heat.
Customers can expect even more options in months to come. Tim previously played with recipes for Lemon Basil and Cookies and Cream macarons, among others.
“It remains to be seen how many varieties we’ll carry each week, but we’ll rotate them,” said Tim. “That’s the great thing about macarons. You can always come up with new fun flavors.”
Macarons are available in-store seven days a week and are also available to ship nationwide. To visit the store or for more information, go to cheesecakesbyalex.com.
