So Sunday was the grand opening for MADD, the new dessert kid on the block. Located well between Chinatown and Soho. They couldn't have asked for a better location. Their store is in the heart of Soho aka Gay Town which is where all sweets should be homed and then a street away is our Little Chinatown where most of their customers will be flocking from. Cute concept, cute interiors, dessert shop. It HAS to be marketed at Asians. Or at least I feel that the Asians of London will be the core and stability to their success. Please prove me wrong.
Their name is MADD which is catchy and new for any shop in London. So good start there. I was told that it stands for either 'Mad Addiction' or 'Mango Addiction'. ....Mad Mango Addiction?
Yes, their store concept is MANGOS.
UMMMMMM....do we hear an awkward silence..??
I find myself thinking, am I gonna be mad for MADD? Like ever be mad for MADD??!
Mangos....where to start....they are expensive and if they aren't in season, the desserts will not be faring well.
Anyhow, that isn't of my concern for the shop isn't mine and I just want a fab dessert place to own this town.
It is opened by a young Thai fellow who studied here in London. FnB runs in their family for his mother has an exceptionally good Thai restaurant back in Singapore. I know his younger brother personally as well as their mother which was why I was so ecstatic when I heard his older brother was opening this dessert shop in Soho.
Brought a bunch of friends over to the grand opening not knowing it was a private party but thankfully I knew the owner through his mum and his brother so that was a smooth entry in. They did not however publicize that it was going to be a private event on their newly made website.
The place stands out ALOT from the outside because of its striking solid orangeness. They definitely scored high points for marketing techniques since anyone would notice the store from miles away and the layout of the store is intriguing. The shop has two floors, seating is both upstairs and downstairs accommodating approximately 60-70 customers at one time. That out numbers Snog's seating capacity already. The menu seems rather overpriced and people might be curious as to why prices are that high however this may be another marketing tactic- if something is priced high, it could either be freaking amazing or just a gimmick. We tried a few samples and here are my thoughts....
Mango mousse pudding-
Light and not too sweet. Mangoes couldve been firmer which could've been a nice balanced texture. Nothing special. This was a sample size, the real deal priced at like 6.50 pounds will not be this size-hopefully.
Mango champagne-
similar to the passionfruit champagne at the Marriott, if not mixed the champagne is overpowering but once mixed it is rather enjoyful. I hope this wasn't made with carton mango juice....
Mango pudding-
An Asian's traditional favourite.
Nothing special at all.
Mango sticky rice-
Now this was something special and hopefully will mark their name in the business of sweets here in London. The rice was PERFECTO, not too sweet and not overly sticky. The mango could've been sweeter to accompany it but the combination on that day was just alright. It is by far my favourite and I would definitely be willing to pay 7 quid for a portion-much bigger of course. Aren't sample pieces such a tease? You always end up wanting more. This dish may be the thing which keeps them up and running in Soho because A) its different, not a lot of people know about it B) its actually freaking tasty and authentic for that matter C) I'm guaranteed that the regular portion is big so WOOHOO!
The menu hosts alot of other dishes which they didn't serve out during the function but there are cupcakes and cakes and other different mango puddings. I really hope they change the recipe for the mango pudding or at least make it different. Mango pudding should have cream too. Sigh.
Their drinks include the usual tea coffee and smoothies which are freshly made-very good.
Surprisingly enough there isn't mango ice cream anywhere on the menu and I was personally hoping for some mango froyo. If they were to sell frozen yoghurt then they would be able to compete with their neighbor SNOG. I forgot to mention that they are literally 3 streets apart from each other.
CAT FIGHT.
About the interiors. Well, theres nothing particularly special. They went for the modern contemporary hip solid colours and uncomfortable seating arrangement which is probably done to not encourage customers to sit ahem hog seats for a long time. Speaking of benches, K sat down on one of the benches downstairs and ended up getting her velvet harem pants from FCUK covered in white as well as her coat. WTH?!?!!? There was no sign and no one pre-warned us. I wondered how many other people walked out that day with white butts.
The opening day was well received in the number of people who turned up but I dearly hope many of them do return not only for friendship sake but for the desserts. I do want them to do well and I will be back for a proper tasting sometime soon and hopefully I'd be able to write something nice for them on their cute suggestion card.
Tempting to draw something > Another good marketing technique
The exterior of the shop. See what I mean? It just shouts out LOOK AT ME.
Haha and see, the Asians outside are already flocking over :D
Check MADD online at...
or personally go for a taster at...
53 Rupert Street Soho London W1D 7PQ