Photos by Stacie Joy
Eagle-eyed shoppers at Key Food on Avenue A may have noticed what can only be described as a seismic signage upgrade.
Back around Memorial Day, when the city carried a careless hum, the skies stretched impossibly wide, and hope hung heavy in the air like something we could almost touch, we reported that management had inexplicably decided to retire the store's iconic "CAKES FOR ALL OCCASIONS" sign. No explanation was ever offered.
The disappearance coincided with a dessert shakeup: the once cake-heavy section was quietly restructured with the arrival of plastic cups of parfaits and boxes of mini éclairs — desserts seemingly designed for people afraid of commitment. Cakes, it seemed, were no longer for any occasion.
Now, in the latest twist, a bold, multi-font proclamation has been unveiled, "Desserts for All Occasions," showing éclairs that are NOT mini and a parfait with fruit that only exists on an influencer's Instagram.
It's progress of a sort. Broader. Less committal. Where cake once held the line, now a thousand desserts may step forward.
Have you noticed that every article about food in any blog gotta include the word bold nowadays?
ReplyDeleteNowadays, every blog is including "nowadays" in their posts. And don't get me started on the club called "Nowadays" in Brooklyn, they won't shut up about it!
DeleteGreat reporting as usual from Grieve.... but I must point out, we can't be sure of the size of those eclairs. While most likely not-mini, without another object for scale in the photo, how can we know for sure?
truly impeccable reporting from the great ev grieve. the last bastion of real local news! the grey lady wishes she were as connected and hirsute
ReplyDeleteI wish in addition to their new signs that Key food upgrades their cash registers credit/debit cards payment systems. I am still getting an annoying "chip malfunction" message when I attempt any purchases there which get denied when there is absolutely nothing wrong with my card.
ReplyDeleteI found poetry in the beginning of this post and wanted to point that out to whomever wrote it.
ReplyDelete"Back around Memorial Day, when the city carried a careless hum, the skies stretched impossibly wide, and hope hung heavy in the air like something we could almost touch, we reported that management had inexplicably decided to retire the store's iconic "CAKES FOR ALL OCCASIONS" sign. No explanation was ever offered."
Wow. I'm serious.
Came here to say that. Mr. EVG’s Key Food reportage is worthy of a Pulitzer.
DeleteSB: It was a roundabout way of saying the summer has gone by quickly!
DeleteThe Key Food updates here never fail to entertain me!
ReplyDeleteThat opening took me right to my youth and "The Autumn Wind is a Raider".
ReplyDeleteI love the Key Foods school of poetry
ReplyDelete