William Greenberg Jr. Desserts
Upper East Side
1100 Madison Ave.
between E. 82nd/83rd Sts.
An Upper East Side institution known for old fashioned desserts, birthday cakes, and oh, those brownies. There used to be several other outposts of this bakery but this East Side storefront is now a solo act.
Old-fashioned baked goods like simple apple strudel, angel food cake, and boxes and boxes of small butter cookies made in about a dozen flavors including lemon and butterscotch. This is a great bakery to make a detour to if you're on the hunt for traditional Jewish sweets like hamantaschen, rugelach, or babka.
What to avoid:
This is not the bakery to find trendy desserts. Yes, they sell cupcakes and have for generations but there's no fashionable color palate in the icings. Still, there are dozens of bakeries where you can find the latest baked goods and not many like Greenberg where you can satisfy your craving for a perfect jelly roll made with sponge cake and sweet raspberry jam.
What to know:
The fabled brownies come in multiple flavors (plain, with nuts, with cheesecake, caramel, rocky road, and blondies) and go on sale every January which is a great time to stock up and freeze for future easy desserts. A William Greenberg frozen brownie with a scoop of vanilla ice cream would make any dinner guest really happy.
The bakery is dairy kosher.