Lawrence resident Lisa Parysz and her niece Katie often joked about opening a business that combined their respective loves of desserts and fashion.
When Katie told Parysz several years ago that the word “cheesecake” applied to not only the dessert but also the pin-up girls of the mid-20th century, Parysz had all the inspiration she needed to make the hypothetical conversations a reality.
Thus, The Great American Cheesecake was born. Now in its second year, Parysz’s business still focuses heavily on the sources of its founding inspiration: cheesecake—in both senses of the term—and family.
Parysz’s husband, Scott, transformed the family room of their house at 1308 Route 206 into an industrial-sized professional kitchen, and sectioned it off from the house so the kitchen is its own entity.
Parysz’s niece Molly dressed like a pin-up girl and posed for photographs, which Parysz’s daughter, Sara, touched up to look as if they came from the 1940s. The pictures are now the centerpiece of The Great American Cheesecake’s marketing campaign—Parysz has trademarked Molly’s image—as well as the tonesetter for the business as a whole.
Aprons in the mid-20th century American style hang in the hallway leading into the kitchen. Cheesecake photos of Molly and other women hang on the walls. One of the kitchen’s giant mixers, which Parysz has dubbed “Hercules,” features the paint scheme of a World War II bomber.
“[The pin-up-centered marketing has] taken on this funky life of its own,” Parysz said. “I use it because I like it, and I think it’s fun. It’s nothing serious. [You] just have to relax and enjoy things.”
And Parysz has enjoyed the journey. She started selling cheesecakes at events like the Capital City Farmers’ Market in downtown Trenton, and said she couldn’t keep up with demand. She continued making more cakes and going to more events, with Scott accompanying, and their children, Sara and David, helping when available.
The Great American Cheesecake is now a regular at the Princeton Farmers’ Market, and has appeared at Hamilton’s Septemberfest and Lambertville’s Shadfest, among others. The growth can be partly attributed to the allure of a pin-up-based marketing strategy, but the cheesecakes have certainly helped matters.
Parysz developed her love of and skill in making desserts at a bakery her family owned on Long Beach Island when she was a child. Everything is made from scratch in the Route 206 kitchen, and Parysz isn’t shy about giving away tastes of her cheesecakes.
“We’re really big on sampling,” she said. “When we’re at the festivals, I always have a tray, handing out tons and tons of samples. We always have a ton of people around us because we’re giving away food. We want people to taste it.
“I can’t tell you how many people have said they don’t like cheesecake and I pop something in their mouth, and they’re like, ‘Oh my God.’ It happens all the time.”
The favorite is the cookies and cream cheesecake, with apple walnut crumb and blueberry crumb also top sellers. For October’s Mercer County Italian-American festival, The Great American Cheesecake sold tiramisu and cannoli cheesecakes, which will now be regular offerings. Parysz has a pumpkin cheesecake for autumn, and also recently developed a gluten-free chocolate mousse cheesecake.
Each cheesecake comes in two sizes: a 7-inch cake that feeds about eight people and a 10-inch cake for 16. Slices are also available.
Parysz just added regular hours Thursday–Sunday, so customers can swing by the kitchen and pick up a cheesecake if they can’t catch The Great American Cheesecake at a fair or festival. From here, Parysz may consider further expanding by hiring help outside the family or opening a storefront. She has plenty of ideas but doesn’t want to force the business along.
She runs her business like she’s raising a child, she said. That philosophy has worked well for Parysz so far, and she’s excited for the next stages of The Great American Cheesecake.
“I’m still not sure where it’s going, but it’s moving,” she said. “We keep feeding it, and seeing where it goes. It’s been fun, really fun.”
The Great American Cheesecake is located at 1308 Route 206 in Lawrence, across from St. Ann’s Roman Catholic Church. Business hours are Thursdays and Fridays from 10-6, Saturdays 10-4 and Sundays 10-2. For more information, call (609) 577-9111 or go online to thegreatamericancheesecake.net. The Great American Cheesecake also has a Facebook page.
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