Macarons
Macarons (often spelled “macaroons” or called “French macaroons” in the US but not to be confused with macaroons, which look quite different) are special confections made with egg whites, icing sugar, ground almonds/almond flour/meal/powder, and sugar. The mixture is piped onto a pan in small rounds, which are subsequently baked, then used to sandwich delicious buttercream, ganache, or jelly.
To get a better idea of the macaron creation process, check out this video by Sucre, a New Orleans confectionery:
Macarons have their roots in France. After some illustrious cameos amidst royals in Versailles, macarons got an important makeover in 1930, when Pierre Desfontaines, grandson of Louis-Ernest Laduree (who founded Laduree, the famous luxury cake and pastry shop), created the double decker cream-filled configuration.
Macarons come in a wide variety of colors and flavors., ranging from simple vanilla to complex savory and sweet flavors, such as caramel with salted butter and blackcurrant violet.
Nevertheless, Macarons are decidedly time intensive and difficult to make, and are comprised of expensive ingredients, which leave them with a pretty steep price tag (from around $1-2 a pop). 12 French macarons from Saveur du Jour will set you back $21 (shipping not included).
The high price and time-consuming, difficult creation adds a definitive luxe factor to Macarons, one which I believe Laduree established. Laduree further boosted its high-society appeal by offering unique flavors (and adding a new one every year), offering gorgeous presentation (such as cubes and pyramids of macarons), and utilizing beautiful packaging. Laduree also benefits from some high profile product placement- such as in Sofia Coppola’s Marie Antoinette and Gossip Girl.
[One of Laduree's iconic Pyramids of Macarons via Roboppy on Flikr]
In the footsteps of Laduree, many subsequent shops have decided to sell their macarons with a decidedly luxurious feel, and I think it makes a difference. Check out the beautiful packaging and presentation at Paulette Macaroons to get an example of what I mean:
Are macarons the next cupcake?
San Francisco Chronicle Staff Writer Stacy Finz found some believers this May. Helen of Foodista also argues the point, noting that the adorable treats are attractive, portable, convenient, and versatile.
Apparently awareness is blooming, and macaron-making techniques and recipes are in high demand in the pastry industry. Bakers are also getting hip and experimental with the luxurious treats- Finz sites one particularly adventurous baker who has topped half macarons with prosciutto, salmon eggs, and cucumber slices. Sound familiar? Remember the famous bacon cupcake? Additionally, fan books are emerging.
Whoopie Pies
Whoopie pies, also known as gobs, black-and-white, bob, or “BFO” (aka Big Fat Oreo) consist of two soft, cake-like cookies sandwiching delicious creamy frosting, originally made from leftover cake batter. The most popular flavor is chocolate, but pumpkin whoopie pies have quite an online presence.
Apparently developed in New England, these desserts got their starts not in Versailles, but in farmers’ lunchboxes. According to WhoopiePies.org, these sweet treats are considered a Pennsylvania Amish tradition, as well as a popular traditional comfort food in Maine. “According to Amish legend, when children would find these treats in their lunch bags, they would shout “Whoopie!” ”
What differentiates whoopie pies from macarons is their humble origins and accessibility. They are easier to make (and originally made from scraps), simpler in flavoring and style, and presented in typically more humble and homey settings.
The comparatively informal nature of whoopie pies is seen in some of the predominant whoopie pie websites. Wicked Whoopies provides a striking contrast to the typical macaron seller; their site does not boast expensive web design or slideshows of carefully decorated desserts and designer packaging, but rather shows a family smudging their faces with delicious food. WhoopiePies.com is also decidedly under-designed, and the site for the Whoopie Pie Festival of 2010 also comes across as decidedly non-snobby.
Despite the informality, whoopie pies are catching on, with props from Martha Stewart, Good Morning America, Oprah, and The New York Times.
Are whoopie pies the next cupcake?
The New York Times thinks so. Honestly, the major impediment to whoopie trendiness is their lack of exclusivity and snob appeal. Nevertheless, there is evidence that these treats are quickly becomnig chic, specifically via special mixes, gourmet recipes, and special shapes. There are DIY Whoopie Pie Gift Kits on Etsy, and Stonewall Kitchen offers special whoopie pie mixes that are sold in stores such as Crate and Barrel, Williams Sonoma, and Sur La Table. Whoopie pies are also entering the gourmet arena via exotic flavorings such as Vanilla Cardamom (McCormick). Furthermore, via special shapes, whoopie pies are gaining aesthetic appeal, as seen with, Williams Sonoma’s hand-made-from-scratch Holiday Tree Whoopie Pies ($49.95 for twelve), and shell-shaped Bride & Groom Gourmet Whoopie Pies from BeachThemeWeddingShop.com ($3.95 each). The steep prices might also contribute to the pies’ social climb.
Whoopie Pies vs. Macarons: Which Will Prevail?
So what’ll it be? Whoopie pies or macarons?
Helen of Foodista argues that whoopie pies simply can’t hold up against macarons because they “have little potential for creative toppings or decoration” and are just plain ugly- a sweet destined for convenience stores and gas stations. Macarons do have the appeal of being stylish French delicacies, and do not have to overcome humble origins. The fact that they are difficult to make at home also makes them amenable to the gourmet dessert fad arena, because we’re less likely to simply whip up a batch at home.
The New York Times article, on the other hand, points out that Whoopie Pies are getting more representation in major stores, such as Williams-Sonoma and Trader Joe’s, plus they offer a good deal of comforting nostalgia that fancy foreign macarons cannot. Cupcakes had similar origins, as they, too, were once relegated to down-home kitchens and grocery stores. Perhaps also like cupcakes, whoopie pies can be adopted by a critical mass of fancy bakeries and converted into a high-end dessert.
Ultimately, it comes down to the numbers. Let’s take a look at Google Insights:
As you can see above, whoopie pies are a bit more popular than macarons when it comes to searches. There are some caveats though. If you click through to the full report, you’ll find that whoopie pies primarily spark interest amongst New Englanders, whereas macarons have more dispersed fans (mostly in California, New York, Virginia, and Texas). Perhaps, then, macarons have appeal to more diverse foodies, while whoopie pies are a popular, yet regional interest.
One must also consider the extent to which these two foods can be compared to cupcakes:
As you can see, cupcakes are still WAY more popular, so don’t think that they’re on their way out yet.
Maybe all three parties- cupcakes, macarons, and whoopie pies, shall join forces. After all, Magnolia Bakery, best known for its cupcakes, also sells a whoopie cookie (brown sugar cookies sandwiching maple cream cheese icing… mmm). Perhaps other cupcake giants will begin to diversify.
Only time will tell which dessert shall prevail. Until then, we shall have to sample all the candidates. Extensively. It is our civic duty as coolhunters.
One Comment
I’ve had the whoopie pies at Cranberry Island Kitchen in Portland and they were amazing! They are definitely the next cupake, macaroons have nothing on them! And they come in so many flavors there is sure to be something for everybody!