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Dallas Observer’s Scott Reitz “Cracking Out on Society Bakery’s Confections”

Cracking Out on Society Bakery’s Confections

By Scott Reitz Mon., Feb. 24 2014 at 1:01 PM
Categories: Eat This
Inside the new Society Bakery.

Have you checked in on Society Bakery since they moved a few numbers up Greenville Avenue late last year? Roshi Muns’ new bakery is now saddled up beside Green Grocer, where it enjoys expanded parking and kitchen space and a nicely appointed storefront to facilitate your cupcake perusal. 

Which is exactly what I found myself doing last week when I stopped in to check out the new space. You can’t help but stare, there are so many of them: big, floppy looking cupcakes in various shades of browns, creams, pinks, yellows and other hues. They’re all coiffed with a generous cap of frosting that resembles a cartoonish version of Dallas’ ever-popular up-do.


Make sure you’ve got a glass of cold milk for this one.

If eating confection that looks like it’s fresh from the blowout bar is not your thing, there are petits fours the size of Labrador paws, cookies, brownies and other confections plus quiches tucked into puffy pastry. Soups and sandwiches are in the works as soon as things settle down, turning the Society Bakery into more of a Society Café during lunch hours. 

I was craving sweet, though, probably because I’d arrived after downing a massive bowl of venison chili, a cheddar biscuit and just for good measure, a BLT.

I’m not really sure what happened next. I vaguely remember pointing at both a salted caramel cupcake and a petit four, but I’m certain the petit four was not in the box when I got home. I have a vague recollection of moist cake, a whiff of fruit and chocolate ganache, but can only assume the magical cake evaporated on my drive home.

The cupcake was an even hazier recollection. I have a distinct memory of trying to open my mouth wide enough to take a bite of frosting and cake at the same time and then the world went black. I awoke hours later with the slurred voice of a diabetic in the midst of a sugar crash, a dab of frosting on my nose and a smudge of dolce de leche on my chin. My teeth hurt, and yet I was smiling.

That cupcake is a rush.


And if chocolate salted caramel doesn’t suit you, there are plenty of others.


Society Bakery awarded Best Petit Fours in Dallas Observer Best of 2012

Thank you Dallas Observer for this huge honor!!!

Best Petits Fours – 2012

Society Bakery

Society Bakery

Society Bakery

3610 Greenville Avenue, Dallas, TX (214) 827-1411

7777 Forest Lane, Atrium A inside Medical City, Dallas, TX (972) 566-7558

Map & Details>>

Many local bakeries perpetrate petits fours, but none stack up to Lower Greenville’s Society Bakery. Their version of the confectionery classic delicately stacks moist layers of cake small enough to fit between your thumb and index finger and spreads on a dense layer of rich, buttery icing. The petit four is one of the many pastries Society Bakery has mastered, but when you’re jonesing for a small cake fix, nothing’s better than this tiny dessert. It’s not recommended that you attempt to consume the pastry in just one bite, but you probably will try. Just brace yourself for the ensuing sugar rush and remember: You are not the Great Cornholio.

Thank you Entree Dallas for sharing our story

Society Bakery


Fig and pumpkin empanadas are among the sweet treats to be found at Society Bakery. (Photo by Rich Vana)

Fig and pumpkin empanadas are among the sweet treats to be found at Society Bakery. (Photo by Rich Vana)


In the simplest of senses, it was the cupcakes that led Roshi Muns from her corporate job to the kitchen. It wasn’t a particular endgame she was looking for; she just liked to make cupcakes. Regardless, it led her here – some people bring cupcakes to work in order to garner favor. When Muns brought them, it led to a new career.

“I started Society Bakery because I’d been taking sweets to work all along in corporate jobs, and people always liked my sweets but I never thought anything about taking it any further – I never really took it seriously,” she recalls. “Until one day when I had a heart-to-heart with my boss at the time, and she asked me, ‘What do you really want to be doing ten years from now?’ I hadn’t even thought about something like that until she asked. And I said, ‘I’d really like to be selling sweets and cookies.’ It just grew from there.”

What Society Bakery has grown into is a nationally recognized sweets destination. Yes, the cupcakes are still there, as large, moist and pillowy as ever, but they sit alongside petite fours, pecan and fig empanadas, multicolored cakes of all shapes and sizes, and cookies and confections innumerable. It’s grown to two retail locations and a loyal customer base. But for Muns to say, ‘It’s grown from there’ and leave it at that would omit an event or two that other businesses likely wouldn’t experience during their development.

Society Bakery's Red Velvet Cupcake. (Photo by Rich Vana)

Society Bakery’s Red Velvet Cupcake. (Photo by Rich Vana)

“Someone from the Ellen Degeneres show came into the bakery anonymously and tried our cupcakes. They went into bakeries around the country, and then named us as one of the Top 10 Cupcakes in America,” she says. “It was a shock – a shock above all shocks for me because every time I read a magazine or heard something like about sweets, it was always L.A., it was always New York. Maybe Chicago. The fact that they even came to Dallas and included us in a national list was a shock and it really changed my life and it changed my bakery.”

And while the national recognition was a boon for business, it didn’t change Muns’ baking philosophy in the slightest – ever creative and active, Society Bakery took the accolade in stride and continued their efforts to improve and impress. She does mention, of course, the added benefit of taste testing all the new ideas.

A portable pecan praline snack at Society Bakery. (Photo by Rich Vana)

A portable pecan praline snack at Society Bakery. (Photo by Rich Vana)

“We love eating,” Muns says with a laugh. “And so we love experimenting. Yesterday, in fact, we brought out a pumpkin empanada. We all, as a group, make a decision which one is the best filling, and everybody gets input. And I’ve got people all over the map – we have young people, older people, we have college degrees, we have culinary degrees, we have high school degrees. There’s so much talent here with different backgrounds.”

In fact, Muns observes that it’s the people around her who help to steer much of the creative drive.

“I really try to read people in the interview and hire people who aren’t just here for a paycheck. People who share the same passion for baking, decorating, and philanthropy,” she says. “And we maintain high standards with our product and with our customer service. We can’t just ride on the success.”

That talent, and the input from different perspectives across the board, has led to some offerings at Society Bakery that wouldn’t otherwise be a readily apparent confection. Three years ago, it led to the Bread Pudding Whoopie Pie, and just recently the Pecan Praline empanada.

“With the whoopie pie, it was just the result of experimentation – ‘How can we make bread pudding portable?’” says Muns. “Ultimately, I can’t imagine doing anything else with my life. This is what I do with my free time.”

And while she may spend her spare time coming up with new ideas and recipes, it’s what she does with the success those ideas generate that truly sets Society Bakery apart.

“The word society doesn’t stand for high society; a  lot of people have no idea that it’s a double meaning. I wanted to make this phase of business bigger than myself, that’s why it’s not named Roshi’s Bakery,” she says. “There are ups and downs, but truly, the long-term motivation is these charities and schools we’ve developed tight relationships with, and even a simple thank you note from them saying, ‘We raised more money this year thanks to your help or your donation,’ that’s the stuff that keeps us going.”

If it’s positive feedback from charities and customers alike that keep Society Bakery going, it would appear that Muns isn’t heading back to the corporate atmosphere anytime soon. But that doesn’t mean she won’t keep in touch with it – remember that boss who talked her into starting a bakery?

“Well,” Muns says with a grin. “She became my first customer.”

Entree Dallas: Society Bakery

Thank you Dallas Moms Blog For This Post! We are honored to be a part of your family celebrations!!!

Society Bakery

by Sherry on JULY 11, 2012
The first time I had a petit four from Society Bakery six years ago, I knew it was the start of something special. SEVEN birthday cakes and about a hundred {at least} cupcakes later, and I am still in love.

With their main location on Lower Greenville in the M Streets, Society Bakery is a one-of-a-kind bakery in Dallas. They focus not only on making the best cupcakes, cakes, and whoopie pies in town, but also using their platform for philanthropy. On their website, they list over 100 organizations they have supported in their {almost} ten years of business. It’s great to love and support a place that helps the community I hold so dear.

But who am I kidding? I go there for the icing.

Seriously, their icing is a to-die-for cream cheese/buttercream concoction that will make your heart swoon! It is piled high on their yummy cupcakes which come in an array of flavors. July features include Apple Pie, S’Mores, and my husband’s favorite, Oreo. I always order the same one- vanilla with vanilla icing. Boring, you say? Oh, no. Best cupcake ever! You can check out all of their other flavorshere.

My favorite thing, though, is ordering birthday cakes from Society Bakery. In the last four years we’ve ordered seven! And I plan on ordering many, many more in the future. They offer two layer round cakes, sheet cakes, and square 2 or 3 layer cakes. The cake flavors are plentiful as well. The cakes come with a basic design and writing on the top {like Jack’s blue and red cake below}. If you want customization, their team does a great job fulfilling your request, charging a custom art fee that starts at $15 {all other cakes pictured have custom art work}.

Other than making fabulous birthday cakes and giving back to the community, Society Bakery has a lot more going on these days! They’ve recently been featured on Food Network and their new San Antonio-based food truck will be featured on The Cooking Channel in 2013. For more on their latest adventures, follow Society Bakery on Twitter and Facebook. Hint- they have been known to giveaway cupcakes on Facebook!

I love to load up the kids and head to Society Bakery for a special treat every once in a while. If you haven’t been, make it your next summer outing. You won’t be disappointed! And, if you have a birthday coming up, order a cake from Society Bakery and tell them Dallas Moms Blog sent you!

Society Bakery {Greenville location}
3610 Greenville Ave. Dallas, Texas 75206

Society Bakery {Medical City location}
7777 Forest Lane Suite A066 Dallas, Texas 75230
(Inside Medical City Hospital Atrium A)

Dallas Moms Blog did not receive anything from Society Bakery for this review. I just love the place and wanted to share it with you! ……………………………………………………………………………………………………………………………………..

Sherry is a stay-at-home mom living in North Dallas. While attending college at Texas A&M she met her husband of nine years, Trey. Her days are filled with playing dress-up with her three-year-old daughter and chasing her one-year-old son around the house. Sherry loves Aggie football, cooking, crafting, and Sonic happy hour. She blogs about her crazy blessed life here. You can also follow her on Twitter

San Antonio Express Newspaper Article Features Society Bakery

Thank you for the article San Antonio Express.  And most of all, thank you to family in San Antonio for making this food truck dream a reality!

Meet Roshi Muns, Society Bakery SA

By Jessica Elizarraras
Updated 02:19 a.m., Saturday, July 14, 2012

1 of 2

Roshi Muns owner of  Dallas-based Society Bakery. Photo: Scott Jenke / SA

  • Roshi Muns owner of Dallas-based Society Bakery.

    Photo: Scott Jenke / SA

More Information

Bakery info

Society Bakery SA will film its Eat St. segment from noon to 2 p.m. July 23, at the Boardwalk on Bulverde, 14732 Bulverde Road., @societybakerySA.

Segments for Rickshaw Stop, Say She Ate and Tapa Tapa Truck will be filmed July 22, July 21 and July 20.

When Roshi Muns took the plunge into mobile food vending, the owner of two Dallas-based Society Bakery locations decided to try San Antonio.

Society Bakery SA, a cherry red truck equipped with a full-oven and two A/C units, was built by the crew at Cruising Kitchens and can be found at the Boardwalk on Bulverde most weekends.

It’s staffed by Muns’ mother, Chris Sahebjamii, cousins Alex Pamplin and Vicki Hernandez and uncle Ed Solis, all of whom were happy to take on the mobile version of her already popular bakeries.

“(Having them on board) changed everything,” Muns says. “I had staff I could trust, and it would be awesome to see my grandma (who lives in San Antonio) at more than just Christmas and Thanksgiving.”

Society Bakery SA will be one of the trucks featured in the San Antonio episode of the Cooking Channel’s “Eat St.,” which also will film Rickshaw Stop, Say She Ate and Tapa Tapa Truck throughout the weekend. Viewers might get a peek into the secrets behind Society Bakery’s famous giant M&M cookies.

Muns talked about the process of opening a food truck, what flavors San Antonio loves and why she decided to keep business in the family.

When did you decide to open the truck?

December. I didn’t sign a contract until January, but it’d been something I’d been bouncing back and forth since summer of last year. Food trucks had been getting a lot of buzz and it seemed like a really cool, fun thing to be a part of. There are so many pros to owning a food truck versus a brick and mortar space — I couldn’t ignore it. I did more and more research and one thing led to another. I didn’t fall in love with the idea of having the truck in Dallas … it just didn’t work out. My grandma lives in San Antonio and we spend just about every holiday there. Alex, Vicki, Ed and I were sitting around at Christmas and I just threw it out there.

What was training like?

It was my mom and me training them and they’re great, really fast-learning. They’re all foodies in their own right. Vicki’s dad went to CIA (Culinary Institute of America) Hyde Park, so she’s used to being around high-level chefs. Alex is incredibly smart and a faster learner who supported himself working at restaurants and knows what a corporate joint wants from you. Uncle Ed has won trophies for his barbecue in Houston. It wasn’t hard to train them at all. I was learning as we went, too. You’re dealing with a lot of elements … there’s a learning curve.

What’s business been like so far?

We opened on March 30 at the Boardwalk and we would work Friday through Sunday. We didn’t really move the truck. Once we got more confident and daring, we started doing Spurs games during playoffs. It can be a little intimidating to take the truck out, but we got our feet wet. My mom also works the truck. She takes care of all the behind-the-scene stuff. I do the social media.

Have you had to adjust to the truck’s size?

There’s a full bakery in there. It gets really hot. We’ve learned to bake in the mornings and at night or else it would be too hot. We have two A/Cs in the truck which is a luxury, but we’re still pushing 100 degrees and more.

Are there any differences between Dallas and San Antonio clients?

Not really. They’re both adventurous. There’s a ton of excellent restaurants in Dallas and San Antonio that have already given both cities opportunities to taste unique things. In San Antonio, when we first opened, people were coming up with suggestions for the menu. We took a lot of those, including a salted caramel cupcake, that we went over and introduced to Dallas. The truck is kind of a test kitchen.

What are some favorites so far?

Salted caramel. The M&M cookies always sell out. You get a lot of cookie for your money. Italian Cream is a big seller; so is the peanut butter cupcake.

Any new flavors lined up?

We’re about to debut some during the Food Truck Throwdown at the Boardwalk. We’re also bringing some flavors that we do in Dallas that we haven’t introduced to San Antonio yet. I didn’t want to make my whole family quit!

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