You can make your own Pop-Tarts at Pop Tarts World in Times Square. Image: Flickr/Andrew Currie
In Times Square, the Pop Tart store, called Pop-Tarts World, opened up to huge fanfare. The brand store offers everything from Pop-Tarts cuisine to build-your-own Pop-Tarts. At $1,000 per square foot, Times Square rent is a huge investment for the company, which hasn’t yet decided whether the Pop-Tart store is going to be a permanent fixture.
Pop Tart store features
The cuisine offered up at Pop-Tarts World is a little taste of everything. The cafe at Pop-Tarts World serves up Pop-Tarts sandwiches, Pop-Tarts-covered celery, even Pop-Tarts topped cinnamon rolls. A vending machine stocked with 23 Pop-Tarts flavors allows customers to create their own pack of Pop-Tarts, at $1 per pastry. Finally, the build-your-own Pop-Tarts bar lets you create just about any Pop-Tarts topping and flavor that you can think of.
Pop Tart store for brand visibility
The Pop-Tarts company decided to open up the Times Square store to show its “brand maturity.” The toaster treat is halfway between a breakfast bar and a pastry, and sales lately have been relatively flat. Owned by Kellogg, the Pop-Tarts brand sold about $481 million worth of product in the United States in 2009.
Making your own Pop-Tarts
If you’re not anywhere near the Pop-Tarts store in Times Square, that doesn’t mean you have to go without customized Pop-Tarts. Making your own Pop-Tarts is not only easy, but it can be healthier and less expensive. Homemade Pop-Tarts can be made without the high fructose corn syrup and for less than 20 cents worth of ingredients per pastry. Combine 2 cups flour with 1 tablespoon sugar, 1 teaspoon salt, 1 cup butter, 1 egg and 2 tablespoons milk. Roll out the dough and cut rectangles. Spread half the rectangles with jam, chocolate, cinnamon sugar or whatever filling you like. Top with the other half of the rectangles and press down with a fork. Refrigerate the dough while you pre-heat the oven to 350, and then bake for 20 to 25 minutes. These Pop-Tarts freeze very well and have 10 times as much flavor. Even if you can’t visit the Pop-Tarts store, you can enjoy your customized flavor anytime.
