Few things scream “summer” like ice cream, and few ice cream creations are as epic as Black Tap’s famous CrazyShake®. So it makes perfect sense that when the company decided to open a dessert focused pop-up, they chose to do it in one of the East Coast’s quintessential summer spots—the Hamptons.
Starting Friday, June 18, Black Tap is launching a one-of-a-kind dessert experience: “CrazyShake® by Black Tap” at The Clubhouse in East Hampton. Visitors can expect the famous CrazyShake® Milkshakes and Classic Shakes, as well as brand new desserts including CrazySundaes™ and CrazyCones™, expanding Black Tap’s whimsical take on even more ice cream treats.
We chatted with husband and wife team, Chris Barish and Julie Mulligan, about how the past year and a half has changed consumer behavior, what they learned from the pop-up they ran last summer in Soho, and whether they’ll be adding an ice cream empire to their burgeoning burger business.
Why did you decide to open a dessert-only concept and do you plan to roll this concept out in other places?
Chris Barish (CB): At Black Tap, we use the word “fun” a lot—and what’s more fun than dessert, and especially Black Tap’s CrazyShakes? You never know what the future holds, but this is a fun way for us to test a new concept, especially during a time where consumers are itching to get outside and enjoy the summer.
Why did you choose the Hamptons for the pop-up location?
Julie Mulligan (JM): A lot of our local fans also spend time in the Hamptons during the summer, so we wanted to test the concept out East and see how it resonates with our existing customers. At the same time, we know there are Hamptons locals and other summer visitors who may not have tried our flagship Black Tap concept, so we’ll get their feedback as well.
How are you bringing the creativity Black Tap is known for to new menu items?
JM: We’re excited to announce two new twists on our famous CrazyShakes™, exclusive to our Hamptons pop-up:CrazyCones™ and CrazySundaes™. As the names imply, they’ll be our own spin on traditional ice cream cones and sundaes, with all the over-the-top fixings our CrazyShake™ milkshakes have become known for. A few of my favorites include the S’mores CrazySundae, which is perfect for summer given it’s a barbecue favorite, and the Bam Bam CrazyCone, a vanilla soft serve cone with a vanilla icing and mochi rim, topped with a Fruity Pebbles marshmallow treat and more cereal crumbled on top.
Have you seen a difference in consumer behavior/demand in the past year as a result of COVID? Has that impacted this current project?
CB: Yes, absolutely. In New York, we launched a new delivery and takeout-only concept called Singles & Doubles from July 2020 to January 2021. It was a great test run and very successful given the demand for delivery in the city during the pandemic. With CrazyShake® by Black Tap, we’re taking a lot of what we learned during our Singles & Doubles pop-up and applying it here as it will also be a takeout-only concept.
Rest assured, the Bullfrog team will be heading out East to try these new creations ASAP. It’s a tough job, but somebody’s gotta do it.
CrazyShake® by Black Tap will operate Friday – Sunday from Friday, June 18 through Monday, September 6, 2021 at The Clubhouse (174 Daniel’s Hole Road, East Hampton, NY 11937). The pop-up is open Fridays and Saturdays from 3:00 PM – 11:00 PM and Sundays 3:00 PM – 9:00 PM. For more information, visit blacktap.com.