This Instagram-famous dessert paradise is coming to Miami Beach’s Firestone building
The historic Firestone Garage on Alton Road in Miami Beach has endured some tough times recently, with all three of the Groot Hospitality concepts that opened there in 2021 — Sushi Fly Chicken, Winker’s Diner and Toothfairy — now closed.
But prospects are looking up. A few months ago, it was announced that Groot’s owner, nightlife and restaurant entrepreneur David Grutman, would partner with YouTube stars Nelk Boys to open a new bar in one of the spaces and that Sushi Fly Chicken would be resurrected.
Now, a new tenant has stepped up to join them: The dessert kingdom Sugar Factory has announced plans to open its second Miami Beach location at the property this winter.
“This building is such an iconic space in a perfect location,” said Sugar Factory owner Charissa Davidovici. “We knew they were working on re-concepting the space, and we reached out to our friend David Grutman and are thrilled to partner with him.”
The 7,000-square-foot space will offer three places to indulge in over-the-top desserts (and lunch, brunch or dinner items, if you choose): a 150-seat indoor dining room, a 22-seat bar and 50-seat outdoor patio. Expect the usual Instagram-friendly vibe: the flower walls, neon art, a luxurious bar and LED screens (and of course the extravagant desserts and drinks).
Fitting right in with Groot Hospitality’s good-time aesthetic, Sugar Factory, which already has a location on Ocean Drive and one at Bayside Marketplace in Miami, will offer its popular 24K Gold Burger (smothered in 24K gold leaves and served with gold-dusted fries). Also on the menu is the 24K Gold milkshake, made with golden truffles and topped with a gold-covered chocolate glazed doughnut.
The plan is to move Sushi Fly Chicken, the most successful of the original concepts, into the larger, 240-seat space that once housed Winker’s Diner, which never drew a crowd and closed six months after its opening. Nelk Boys, who have their own liquor and clothing brands as well as 8 million followers on YouTube, will move into the smaller, 3,500-square foot space that was home to Sushi Fly Chicken.
Yelp reports that Sushi Fly Chicken is expected to reopen in May 2023.
Grutman said in a statement that Sugar Factory is the perfect fit for the Firestone building.
“The concept is a complement to our mindset at Groot, which is to combine great food and drink with one-of-kind-experiences,” he said.
Sugar Factory
Where: 1575 Alton Road, Miami Beach
Hours: 10 a.m.-11 p.m. Monday-Thursday; 10 a.m.-midnight Friday; 10-1 a.m. Saturday; 10 a.m.-10 p.m. Sunday
Opening: Feb. 2023
More information: sugarfactory.com