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Dessert Style Donuts
» HEY SUGAR
This fun bakery concept specializing in whimsical desserts just opened in Geneva, Illinois.
A fun new concept
HEY SUGAR is a playfully refined bakery concept that opened Friday, July 17 in Geneva, Illinois, from the team behind The Latest Crave Cupcake & English Toffee Shop. The menu features a wide range of whimsical treats that range from simple to sophisticated that appeal to the young and young at heart.
Wide ranging menu
Guests can choose from a delectable mix of cupcakes, pastries, English Toffee and other delights.
Beverage options include a selection of exciting and unique teas from the Rare Tea Cellar and its own HEY SUGAR branded award winning coffee from Dillanos Coffee Roasters in Seattle.
Rounding out the menu is a selection of over-the-top soft serve options that feature a special dairy mix exclusive to the area (vegan available). Flavors will include distinctive choices like lavender, sage, turmeric, and charcoal, and toppings like edible 24-carat gold, cotton candy, cake & frosting and more, as well as a special dog-friendly option.
Owner Sarika Singh
“With the desire to bring in exclusive product offerings and premium ingredients, we needed to move to a larger space. That move brought a branding refresh and a new name that reflects the future of our business,” says Sarika Singh, owner of HEY SUGAR. “We are a playfully sophisticated bakery centered around making memories, and our new look and name convey that. HEY SUGAR now reflects our spirit and ideas, and we can’t wait for the community to see what’s new.”
Chef Jimmy MacMillan
The HEY SUGAR team will continue to offer their popular take on cupcakes and toffee while introducing a whole new menu. The team has partnered with pastry chef Jimmy MacMillan to create an eye-popping dessert menu that will delight guests. Chef MacMillan has more than 20 years of kitchen experience and is known for his inventive and wild desserts, with a nomination for a James Beard Award for Outstanding Pastry Chef (2009) and was awarded “Chicago Rising Star Pastry Chef” by Starchefs.com (2011).
Menu highlights include breakfast pastries, croissants, scones, muffins, brownie bars, homemade Milano Cookies and Mango Mousse Cups (topped with coconut chia chips and popping pearls and fresh fruit). The Latest Crave started as a wholesaler of English Toffee, and HEY SUGAR will continue this tradition. The toffee is made in house and is made with rich creamery butter and fresh almonds and frosted with milk chocolate and pecans.
The space has been transformed into a floral wonderland, inspired by Singh’s trips to the flower markets in London and Paris. Guests will enjoy their treats in an elaborate setting that will be a feast for the eyes. Guests will see a large pastry case with fresh pastries on display and unique toppings for soft-serve ice cream. Seating includes a pergola inside with delicate bistro tables and chairs, swing chairs and a bathtub for the perfect photo opp. Counter seating along the floor to ceiling windows will invite guests to linger over their desserts. A large scale ice cream cone and a floral explosion popping out of the walls round out the bold decor. The interior decor will refresh every six-eight months to give visitors a new experience on a regular basis.
In addition to bringing a new hotspot to Geneva, Singh hopes to create a concept that can soon be franchised by those looking to be independent business owners. As an Asian-American with children, her goal is to develop a concept that would be an inspiration for anyone, especially BIPOC mothers, who are looking to carve out their entrepreneurial path.
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