Chip City, a cult-favorite cookie brand from New York City, is bringing its gooey creations to North Texas on Friday, October 31.
The grand opening will take place at 6975 Lebanon Rd., Suite 307, in Frisco.
Doors open from 11 a.m. to 10 p.m., and the first 100 customers will receive a free cookie with any purchase.
“We couldn’t be more excited to bring Chip City to Frisco. This community loves great food and great experiences, and we think our fresh-baked, gooey cookies will fit right in,” franchise owner Igor Stevovic told The Dallas Express.
The Frisco shop marks Chip City’s second Texas location, following its debut store in McKinney at 6650 Alma Rd., Suite 100. It’s part of an ambitious national expansion powered by a $10 million investment from Danny Meyer, the restaurateur best known for founding Shake Shack and Union Square Café.
Through his firm, Enlightened Hospitality Investments, Meyer aims to transform Chip City into the Shake Shack of cookies — a brand built as much on how it makes people feel as on what it sells.
“I trust my tastebuds and my barometer of culture,” Meyer told Franchise Times when announcing the deal with his Enlightened Hospitality fund’s investment. “I was crunching cookies, not numbers.”
A New Kind of Cookie Culture
Founded in 2017 in Queens by childhood friends Peter Phillips and Teddy Gailas, Chip City evolved from a hobby into a rapidly expanding chain with over 50 rotating flavors and average unit volumes of nearly $900,000.
The brand’s motto — “Have a gooey day” — captures its nostalgic, hospitality-first philosophy.
Meyer’s approach, known as enlightened hospitality, focuses on how people feel as much as how they perform.
“49 percent is how you perform. Fifty-one is how you make people feel. That’s unlocked the success we’ve had, that equation,” Meyer told Franchise Times.
That philosophy helped turn Shake Shack from a single hot-dog stand into a multibillion-dollar company — and it’s now shaping how Chip City approaches its cookie counters.
Behind the recipes is Andrea Prunella, Chip City’s COO and baker, whom CEO Peter Phillips credited with developing the company’s original recipe in Franchise Times. A graduate of the Culinary Institute of America, she has helped craft more than 50 cookie flavors, including Italian Rainbow, Baklava, Strawberry Shortcake, Funfetti, and Chocolate Lava. Each cookie is baked to order and designed to deliver the brand’s signature gooey center.
A National Cookie Boom
The gourmet-cookie scene has surged nationwide in recent years, with artisan bakeries and boutique cookie concepts drawing long lines and devoted followings. Chip City stands out for its focus on flavor craftsmanship, rotating seasonal menus, and a commitment to warm, welcoming service that echoes Meyer’s “enlightened hospitality” philosophy.
“We’re proud to focus on what matters most — flavor, freshness, and that perfect gooey center,” Stevovic told The Dallas Express.
Opening-Week Flavors
For the Frisco launch, customers can expect favorites like Chocolate Chip, S’mores, Cookies N Cream, Dark Chocolate Peanut Butter, and Confetti, along with two limited-time creations available through November 1:
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Witches Brew Crookie — a buttery croissant stuffed with triple-chocolate cookie dough, drizzled with pistachio cream, and topped with festive sprinkles
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Coco Nutty Crunch Cookie — inspired by Almond Joy, with coconut-flavored dough, chopped almonds, Hershey’s milk-chocolate chips, and a dark-chocolate ganache topping
With Meyer’s backing and a loyal New York fan base behind it, Chip City could quickly become Dallas–Fort Worth’s next dessert destination. Or, as Meyer put it:
“Chip City doesn’t have to be the only cookie place on your list. We just want to make your rotation.”