An adult-themed dessert shop in New York City that sells waffles in the shapes of human genitalia had its admittedly provocative sign stolen recently, and the owner tells
he suspects a person with pull in local government might be responsible.
Austin Allan, founder and chief waffle maker at Sugar Wood (
he uses what he describes as “a typical A-frame sign that you see all over New York City and other urban areas” to attract the business from local foot traffic.
“Our sign features one of our Woody waffles covered in chocolate fudge and white chocolate sauce, and has our tagline ‘Not Your Mom’s Waffles,’” Allan tells
via email, and he’s not joking.
Sugar Wood sells thick and juicy “Woody” waffles (resembling a penis) and “Kitty” waffles (resembling a vagina) covered in a variety of creamy and suggestive toppings. The gooey, mouthwatering desserts have become a local favorite since Sugar Wood opened its bakery on 157 Prince Street in Manhattan last year.
In the past, Allan says some neighbors complained that the sign was “too much” and asked that it be removed “to protect children,” but things escalated recently.
“Two weeks ago we received an email from a city councilman’s office telling us that they had also received complaints and asking us to remove the sign,” Allan says.
Allan recalls a woman coming in to complain a few days after he received that email.
“The next day it was stolen from right in front of our store at around 1 p.m.” Allan says. “One of my employees had placed it on the sidewalk at 12:30 p.m. and when I got to the store at 2 p.m. it was gone.”
Adding to the mystery, the next day the entire block received a visit from the NYC Department of Sanitation, advising each business that A-frame signs are not permitted on the sidewalk.
“That to me was the sign that we were being targeted because they didn’t visit any other blocks in our neighborhood,” Allan continues. “And I know from personal experience that the dept of sanitation hardly ever responds to complaints, much less makes in-person visits.”
Allan doesn’t deny the sign might have ruffled a few feathers.
“One of Sugar wood’s goals is to normalize talk about sex, body parts, gender, sexuality, etc. using our desserts as conversation starters,” Allan says. “Our sign is intended to be slightly provocative.”
While he believes “it must be someone with a little bit of influence” calling the shots. Allan says he’s not afraid about “ruffling a few feathers because otherwise, we aren’t doing our job.”
Of course, Allan says you shouldn’t forget about the waffles just begging to be shoved in your mouth and swallowed.
“At Sugar Wood we are known for our Woody and Kitty waffles, served piping hot and dripping with decadent sauces, and innuendo,” Allan says. “We also make Woody and Kitty chocolate bars and a variety of cookies, including our Naughty Gingerbread Men and Woody sugar cookies.”