EMM Group’s Sweetest Weapon: Pastry Chef Thiago Silva

Arriving ravenous to an interview with a renowned pastry chef was a bad idea. I knew it the moment Thiago Silva – the 28-year-old Brazilian executive pastry chef behind all OF EMM Group’s restaurants –  placed a massive, glazed green tea donut and mini honey jar before me, and uttered three little words: “It’s cream-filled.” With that, I was off to the races, cutting open the donut, scooping up the green tea mascarpone cream, drizzling the honey all over its lemon honeycomb-topped self, and leaving no crumb behind. Thiago wasn’t fazed. It’s most patrons’ natural response to the signature dessert at The General – EMM’s newest hotspot: an Asian-inspired bar, restaurant, and downstairs jazz lounge.

But at The General, the doughnut doesn’t stop there; the Bowery spot has become known for Thiago’s most nostalgic, breakfast creation: cereal-topped doughnuts. Yes, doughnuts topped with Fruity Pebbles, Cocoa Puffs, or Cinnamon Toast Crunch, and filled with their respective cereal creams. “A lot of people think I was high when I came up with the idea,” Thiago says. “But I wanted a breakfast item, so I combined my favorite breakfast cereals with my really great doughnut recipe.”

The doughnut recipe is another wildfire idea Thiago’s concocted that’s become EMM Group’s top-ordered dessert across all their restaurants. On the sweets menus of their spots CATCH NY, CATCH Miami, Lexington Brass, and Abe & Arthur’s, you’ll find one signature doughnut. For CATCH Miami, it’s their key lime doughnut. At The General, it’s green tea. For the rest it changes, with flavors like pumpkin and peaches and cream.

But Thiago – the man who grew up in Astoria and ironically bellowed “Feed me, feed me, Seymour” in his star-turn as the man-eating house plant in his high school’s production of Little Shop of Horrors  – brings more than doughnuts and plated desserts to NYC. He’s also a master of cakes, known for creating outrageous cakes for EMM’s clients, most notably a four-foot-by-four-foot 16th birthday cake with a confetti cannon, fog machine, and lights. Suddenly, the chef doubles as an electrician.

“I googled how to do the electrical and wood work for the cake,” says Thiago. “And that’s what I love about making cakes – you never make the same cake twice, you never know what kind of order you’ll get. It’s a collaboration with the client, and you’ve got to deliver and make it memorable.”

Thiago, who’s had no formal culinary training, has made lots of memorable cakes for folks you might recognize: Brooke Shields, three cakes for Sofia Vergara, and the entire New York Giants squad, the day after they won the Super Bowl.

“That was the best, they’re my team,” says Thiago. “And Sofia is funny; she told everyone at the party that she stayed up all night making the cake.”

But nowadays the chef is staying up all night for a whole new reason: he and his wife have just had a baby boy. Full name: James Brenden Silva (adorable video here).

“He’s my favorite kind of sweet,” Thiago says. “Him, and tiramisu.”

The General

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EMM Group’s The General Launches New Bakery Today

The General, EMM Group’s latest Asian restaurant on Bowery, gets even newer with today’s opening of its bakery. And while this is a charming update on the sweets front, the announcement becomes positively electrifying with the introduction of two menu items: World, meet The Cereal-Inspired Donut & The Breakfast Pretzel Bomb.

Crafted by pastry chef Thiago Silva – the chef behind every EMM restaurants’ desserts – the cereal-inspired donuts ($3) come in six combos, three of which include: Fruity Pebbles with Cereal Milk, Coffee with Espresso Cream, and Coco Puffs with Coco Cream. The breakfast pretzel bomb ($4-$5) – a good dose of protein, dairy, and salt – is filled with egg & cheese, with a choice of ham or bacon.

Stumptown Hair Bender coffee is also being served, as is fresh orange & grapefruit juice.

It’s also open seven days a week, from 6am-2pm.

Free Wi-Fi is available.

I know; it just keeps getting better. Life is sweet.

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[Photo: NYT]