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Monthly Archives

April 2020

Easter Memories from Petit Fours Bakery

Most of you probably don’t know that I had a bakery in Uptown in 2006-2007. I’ve owned Studio B for more than 20 years during which time I have designed and helped develop and launch many restaurant concepts. I spent some of that time developing a high-end bakery concept called Petit Fours Cakes Gourmet, which I opened in Dallas in 2006. I ran across these photos of our Easter promotion this morning and it brought back some of the beautiful memories, so I thought I’d share. 

I’d like to give a shout out to Pastry Chefs Bill Hunter, Nina Hunter, Rocio Varela Urbina, plus Carolyn Davis Key, Mike Morgan Photography, Todd Dawson of American Carton Company, my amazing husband Jon, my awesome twins Jett and Josey, friends, all of the Petit Fours staff and the many other people that helped make that beautiful brand a reality while it lasted!

The Not So Sweet Part

It didn’t work out. There were many reasons the business didn’t succeed, but when I passed out pink slips to every employee just two days after Christmas 2007, it was a low point in my career. Given that the majority of my current design business is for restaurants, I’m faced with much of the same challenges as my clients and colleagues. One thing I know about the restaurant business though is that people never stop being hungry and restaurateurs are a scrappy breed! I look forward to the opportunities and innovations that emerge in the industry. Stay strong people!

Bonus Memory: I got a cease and desist letter from Peeps® when we ran this promotion.  😉

See more photos of the bakery here.

MJ Moreau – 

Sky Rocket Burger

Toasted Burger Bun

Toasted Burger Bun

SKY ROCKET BURGER – Remember when it was cool to dine-in?

This week’s #FridayFeed restaurant branding review is SKY ROCKET BURGER at 111 S. Hall at Commerce in Deep Ellum. About 3 weeks ago we visited Sky Rocket Burger. We’d never heard of it but decided to go after some colleagues recommended we try it. We love a good burger and fries! 

Order Up!

The menu is super simple. Fresh ground angus prime choice beef burgers, cooked to order with free add-ons like raw or grilled onions, jalapeños, spicy mayo, hot sauce, etc. Premium add-ons include a fried egg, cheddar cheese and bacon. I ordered the single burger with cheese – no changes to the way it comes which is with lettuce, tomato, pickles, served sauce and mayo on a FRESH BAKED TOASTED BUTTERED BUN. Let’s just linger here for a minute. Real butter (because I asked management) slathered generously on a fresh baked bun, toasted until crisp on a flat top grill. Ahhhh-mazing. Danny got the single burger also but added grilled jalapeños. We tried the fries, the tots and the fresh brewed tea. This was truly a classic burger lunch with a delicious fried potatoes. No pretense, no crazy ingredients. The rest of the menu includes: double burgers, triple burgers, grilled cheese and cheese fries. Drinks and a Blue Bell shakes sign indicates they have vanilla, chocolate and strawberry shakes.

Branding DNA/Environmental Branding:

The branding is as basic as the burger. It works for the burger but since we’re restaurant “branders” we think there is much room for improvement here. I like the name but I think the logo and the menu and the interior provide opportunities for improvement. The website is really spare. The about us page says it is a family owned restaurant who takes pride in bringing best tasting food at best prices. What else? We did some googling and found that the concept was opened by Scott Wagner & his wife Tia. The couple has now partnered with a team that includes Alan Talebi who is known for Vidorra and Stirr. According to Culturemap, they opened the Deep Ellum location so they could have the burgers closer to where they lived. Another is planned for Arlington. How about a location in Oak Cliff next?!

Digital Branding:

There’s not much else to say except that we’ll go back – obviously for take out due to this Coronavirus quarantine. DoorDash, Grubhub, Uber Eats and Postmates all deliver according to their Instagram and Facebook pages.

A Message to the Owners:

Studio B is a kick ass restaurant branding design studio in the Design District. You guys could use some branding. We could use a new project. We realize the restaurant business is in total crisis right now but there will be less competition when this is over. Let’s use this time and work something out. Let’s talk!


MJ and Danny give Sky Rocket Burger an A for the burger.


Every Friday, Studio B Dallas visits a local fast casual concept for lunch to critique the brand (and eat lunch). Three rules apply: it’s a concept we haven’t been to or it’s been in the restaurant news and it’s within 10 miles of our office. Wait, four rules – it can’t be sushi. Danny doesn’t do sushi. If you have any suggestions on where we should eat next, feel free to leave it in the comments. Look for our restaurant branding reviews each Friday! MJ & Danny