07/11/2026
Every product we serve begins with curiosity, collaboration, and countless rounds of refinement. When we set out to reimagine our matcha soft serve this summer, we had one burning question: How can we create a dessert that expresses the full character of our matcha while achieving the texture we envision?
To find the answer, we partnered with Unnecessary.
Founded by the team behind the acclaimed cocktail bar Double Chicken Please, Unnecessary approaches ice cream with the same creativity and precision, reimagining cocktails and thoughtfully crafted beverages into frozen desserts. We spent time testing, tasting, and refining every variable—from sugar and fat content to the concentration of matcha in each batch.
Their thoughtful, methodical approach challenged us to rethink every detail, helping us develop a soft serve base made entirely from scratch in-house that allows the sweetness, richness, and depth of our matcha to exist in balance. Collaboration like this is one of our favorite parts of what we do—learning from people who have dedicated themselves to mastering their craft. The result is now being served every day at our Greenpoint Ave cafe. And if you find yourself in the Lower East Side, we highly recommend stopping by Unnecessary’s new shop to experience their remarkable work firsthand. 🍦
