By Joshua Burd
Gourmet cookie chain Chip City is eyeing some two dozen additional locations this year after opening three new stores in New Jersey since late January alone.
Established in 2017, in the Queens section of Astoria, the operator recently debuted a shop at 113 Washington St. in downtown Hoboken. That followed its entrance to New Jersey with the opening of a store in Newark on Jan. 24 and in Ridgewood on Feb. 18, the business said.
It now expects to have more than 40 units open by the end of 2023, up from 17.
“We are thrilled to open our doors in Hoboken,” said Peter Phillips, Chip City’s founder and CEO. “This opening is another incredible step forward for the brand and the business mission we have — to make communities smile through the quality of our products and to make our employees feel purpose in their communities.”
The brand, which rotates its cookies every week, began as a competitive hobby between childhood friends Phillips and Teddy Gailas, according to a news release. The business last year received a $10 million investment from Enlightened Hospitality Investments, the growth equity fund associated with Danny Meyer’s Union Square Hospitality Group, which it will use to support its multistate expansion and growth of its direct-to-consumer business, bolstered by its ship-anywhere partnership with Uber Eats.
Its current footprint spans Manhattan, Brooklyn, Queens, Long Island and New Jersey, while it has plans to enter additional markets in 2023, including Miami, Boston and Washington D.C.