Downtown Huntsville now has its very own cookie dough parlor.
On Jefferson Street, next door to Melt at The Avenue, Cookie Dough Magic is ready to serve up its unique fare.
“We’re very similar to an ice cream shop,” said Huntsville franchise owner Jon Heugel. “You can order our cookie dough in a cup, waffle cone, milkshake, or a push pop – which is a cookie dough pop with ice cream in the center.”
The Avondale-based business was just a dream back in 2018, when founders Chris and Melissa Bell went vacationing in New York City. After sampling flavors from the Big Apple’s most popular edible cookie dough bars, they were inspired and began developing plans to create their own cookie dough enterprise.
After months of experimentation, the Bells developed a sure-fire recipe to tickle the taste buds. Since that time, Cookie Dough Magic grew to be a hit in Avondale. So much so, the Bells decided to expand operations.
Heugel and his wife Sheldon were already big fans, frequently making the trek from Athens to Avondale to get a Cookie Dough Magic fix. They had been thinking about opening a business of their own, and after getting to know the Bells, the couple realized the potential for a cookie dough parlor in Huntsville.
So, they took the plunge and opened the first franchise location.
“Many of us have memories of stealing cookie dough from the mixer before our grandmother could bake it,” said Heugel.
But this is not the dough grandma used to bake cookies with or the store-bought variety, either.
Using fresh ingredients such as heat-treated flour, pasteurized egg whites and real butter, Cookie Dough Magic dough has a lighter, fluffier consistency which sets it apart from the typical raw cookie dough batter.
Cookie Dough Magic has 12 flavors, with a special flavor that’s featured each month. A few of the selections include “Euro Dough,” which is packed with Biscoff cookies, “Salty Sweet” which boasts an assortment of dark chocolate chips, Ghirardelli caramel and sea salt, and “Fancy’s Peanut Butter,” made with Reese’s Pieces.
Even with an awesome product, atmosphere still matters when it comes to enticing customers. The vibe at Cookie Dough Magic is clean and simple by day; by night, the lights dim and the music is lively and hip.
“Our shop even changes its lighting and atmosphere at night to make it a fun hangout for after-dinner crowds,” said Heugel. “We think Cookie Dough Magic will fill a void in the neighborhood and offer guests a fun spot where they can hang out and enjoy a decadent new treat.”
The shop hours for dine in and pickup are noon to 9 p.m. Tuesday through Thursday; noon to 10 p.m. Friday and Saturday; and 1 to 8 p.m. Sundays.