A Wren Says

Hey in full transparency, I learned about 12 Matcha via a GOOP TikTok post. I was intrigued as I was planning my trip to New York. But come on, it’s Goop. Is this not just going to be some super expensive, super pretentious, waste of time? I didn’t know, but I was willing to find out for myself.

After exploring the website, with visuals to rival a fine dining establishment, I knew everything I needed to know. I headed out on that Friday afternoon and then hopped to the end of the line. Yeah, that’s a check for the “overhyped” box.

After 20 minutes, I finally made my way inside. The place looked beautiful. Many others clearly thought the same, as they took video of the processes, the décor, and the staff. Truly, it looked like a mad scientist was handed a botany book and tasked to design the space.

I finally got to the front of the line and ordered the iced matcha (original) and a basque cheesecake slice. I got it all to go. There was not a single chair available in the space, upstairs nor downstairs.

I left the store and found a bench to try my treats. I am not a matcha aficionado but it definitely tasted of quality. I could tell a distinct difference between what I received and what I order from my local chain. Of course, that should be the case. But the cheesecake, also made with matcha, was just the right about of sweetness and matcha. It never felt sickeningly sweet or bitter. I wish I would have got with a bit of ice cream to go with it.

Not that I want to do this, but I have to admit this is real quality, not just hype. Yes it’s a long wait, but this is one of those times standing in line in New York will get you something truly special. If you are already a matcha lover, this is a no-brainer to add to your New York City itinerary. And if you aren’t, try and see if they can change your mind. I, for one, want to get back there to try more of their offerings. Maybe next time I’ll bring a book for the wait.