Smush Announces Major Rebrand, Expanded Menu and Search for a New Name

Big changes are coming to Smush as the dessert business prepares for a total rebrand, including a new name, new look and a much larger food menu.

The decision comes after the business recently shared that it was dealing with a trademark issue involving the Smush name. But the change goes beyond branding.

After three months of operation, the owners realized that a dessert-only concept wasn’t generating enough business to remain sustainable year-round, particularly with the slower fall and winter months approaching.

More Than Just Desserts

Water Street construction and limited parking directly in front of the business have also created challenges. For customers looking to quickly grab dessert, finding downtown parking can sometimes be enough of an inconvenience to skip the trip altogether.

Instead of giving up on the concept, Smush is expanding it.

The new menu will include paninis, soups, red hot dogs, grab-and-go salads, loaded baked potatoes and warm homemade cookies. The oversized desserts will remain, including cookie ice cream sandwiches, loaded shakes, ice cream and other sweet treats.

The goal is to create a spot that works for lunch, dinner or dessert.

Now They Need a Name

Nothing is final, though. The owners are asking customers to share their own creative name ideas as they prepare for the next chapter.