Jilly's Crazy Shakes: Chocolate Thunder, Twisted Pink Velvet, Gooey Butter Brownie, and Missylicious.
Jill Segal is on the move again.
A decade ago, Segal introduced St. Louisans to decadent cupcakes and a chef-inspired café menu at Jilly's Cupcake Bar & Cafe.
Chef Dana Holland and cupcake creator Casey Shiller (pictured at right) later teamed up on Food Network’s Cupcake Wars and came away winners—twice. The four cupcakes that secured the victories were the first flavors in Shiller’s line of house-made ice creams with cupcake add-ins, soon to be sold at Jilly’s Ice Cream Bar, along with crépes (on weekends only) and one of the country’s biggest trends: outrageous milkshakes that Segal calls “crazy shakes,” garnished with mini-cupcakes, sprinkles, and pieces of waffle cones.
On June 19, Segal & Co. will roll out the latest addition, this time in Edwardsville, Illinois, in a new development at 222 E. Park, in the same center as the newest Crushed Red location.
Editor's note: Jilly's opening has been delayed. The new opening date is set for July 9.
Editor's note, 6/29/17: More delays... The opening is now slated for July 16.
Editor's note, 7/25/17: The restaurant opened July 20.
The formula is nearly the same as the flagship location: a shop full of standard and mini cupcakes (including special varieties of the month), ice cream (including flavors of the month), crazy shakes, and crépes on occasion. Holland, who's created a new menu at the flagship, will also offer the items on a grab-and-go basis at the Edwardsville location.
“Any menu items that make sense for take-away will be sold in Edwardsville,” Segal says. For now, the items will be offered in single-serve portions; in the future, Holland plans to introduce an entrée menu available in larger portion sizes, geared toward families.
Springtime Salad: Grilled & chilled salmon atop a bed of mixed greens with goat cheese, chilled asparagus,cooked eggs, chickpeas, green peas, and pepitas with a creamy dill buttermilk dressing
Segal predicts that Holland’s new Mexicali Turkey Wrap, the 123 Salad (with egg, tuna, and chicken), and the Springtime Salad will be big sellers. And if she gets her way, there will be a corned beef stack. “I’ve been trying to get Dana to do this sandwich for a while,” she says. “I’m sorry, but sometimes the Jewish part of me just wants some damned corned beef!”
Jilly's in Edwardsville will be open from 9 a.m.–9 p.m. daily.
