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Anyone who knows cupcakes knows Jilly's Cupcake Bar & Cafe. Anyone who follows The Food Network's Cupcake Wars knows Jilly's. Anyone who follows Chef Dana Holland knows he's at Jilly's and after this First Look a year ago, brunch eaters put Jilly's on their short list as well. SLM's "St. Louis Breakfast of Champions" poll just concluded last week and the winner was...Jilly's.
Over the last year, owner Jill Segal has been besieged with requests to go here, go there, or franchise. The original 1200 SF of space on Delmar now measures 4100. Now there is a new location and a new concept.
Jilly's Cupcake Bar a-go-go is scheduled to bow at 1131 Colonnade Center in Des Peres on January 20. It will be a scaled-down, grab-and-go version of the flagship store, and be similar to its original size (1200 SF, 20 seats). The flagship will act as a commissary and deliver Chef Casey Shiller's renowned cupcakes to the Des Peres location several times a day.
But it's Chef Holland, the man responsible for the non-pastry components and Jillys' transition into brunch service, who may give credence to the satellite location. Jilly's a-go-go will be home to the city's first "brisket bar," where diners walk the line and add toppings (30 in all) to a sandwich, that, for our money, doesn't need much improvement. Holland said it's a different way to "be able to customize a sandwich and get out in a hurry. Think of it as a 5-Guys...with brisket."
Also available will be several other popular sandwiches (chicken and egg salad), as well as a roasted chicken on ciabbata, several wraps (including one muffaleta-style). Salads will be offered, too, with a choice of protein. And as is Holland's custom, side dishes will also be fresh made.
Owner Segal says the a-go-go model will be the prototype for expansion, noting "It's small, but easily expandable, if that's what we need to do." She already has eyed location number three, but declined to give the location. "We especially liked Des Peres because there was nothing in the area like it...and nobody's doing a brisket bar." Or those little mini-cupcakes...
