Urban Assault Part 3 – The Story of Urban Creamery


Urban Assault:  Urban Creamery

On Thursday, January 5th, 2017, Kevin and I had the pleasure of a tour through the Urban Group family which we are calling Urban Assault - St Petersburg Foodies style. We met the founder and owner, Andy Salyards, who gave us extensive background on himself and the concepts and we were accompanied to all locations by the Urban Restaurants Group Marketing Director, Laura Servedio. We also got to meet the General Manager of both Urban Comfort and Urban Brew and BBQ, Caleb Perkins; the Chef at Urban Comfort, Sal Merola; the Kitchen Manager at Urban Brew and BBQ, Chris Gayle; the Pastry Chef & Bakery Chef for Urban Deli and Drafts and for Urban Creamery and also supplies all of the bread to all locations, Matt Dodsworth; and last but not least the Manager at Urban Creamery, Kate Perotti.

It all started with Urban Brew and BBQ and next came, Urban Comfort. This piece will focus on the formation and motivation behind the third venture, Urban Creamery.

Part 1: Read About Urban Brew and BBQ Here
Part 2: Read About Urban Comfort Here

The Birth of Urban Creamery

Urban Creamery Outside

Urban Creamery Outside

On April 2nd, 2016, Urban Creamery was opened. To be clear, Andy already had the space that would become Urban Deli and Drafts but was using it for storage. He said, "That space became available downtown. We were curious to see what it would be like to have a location there, but the space didn't have a hood and one could not be put in, so we were limited on what sort of concept we could do. We didn't have a dessert place yet and sure, we consumed ice cream. We wanted to start making our own ice cream but we didn't want to open "just" an ice cream shop. We wanted to have a dessert place, so that's where the dessert waffles come in." They are actually going to start selling other prepared desserts that the pastry chef will start making out of the Creamery, as well.

Urban Creamery Interior

Inside Decor

The ice cream, Belgian waffles and waffle cones are all made in house from scratch.  The only thing not made from scratch are the toppings.

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Urban Creamery Menu

The Menu

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Urban Creamery Toppings


The ice cream is always rotating. As soon as they finish one container, it is replaced by a new flavor. The only flavors that are constants are the Vanilla and Chocolate.

Urban Creamery Homemade Ice Cream

Homemade Ice Cream - the only two that stay the same are the Chocolate and Vanilla

We tried two Dessert Waffles. Kevin ordered the Honey Graham and I ordered the Strawberries and Cream. Yum! Kevin and I are not big dessert eaters at all, but I must say that these waffles were a true treat. Not too sweet and the ice cream was scrumptious. Smooth and creamy...

Urban Creamery Waffles

Waffle Making

Urban Creamery Dessert Waffle Making

The Making of Kevin's Honey Graham Dessert Waffle

Urban Creamery Honey Graham Dessert Waffle

The Honey Graham Dessert Waffle

Urban Creamery Strawberries and Cream Dessert Waffle

The Strawberries and Cream Dessert Waffle

The fact that everything but the toppings is made in house, from scratch, certainly makes my grandmother happy! She said I used to say "It's made from scratches."

Urban Creamery Dessert Waffles

Laura, Lori & Kevin

(Photos by Barry Lively)

Urban Creamery
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  • Urban Creamery
  • 727 895-5953
  • Dessert, Homemade Ice Cream, Dessert Waffles
    • Sun - Thu 12:00pm - 9:00pm
    • Fri - Sat 12:00pm - 10:00pm
  • View menu
  • 689 Central Avenue, St Petersburg, FL 33701, USA

Home made ice cream, dessert waffles, milkshakes and sundaes! URBAN Creamery is the dessert arm of the URBAN family in downtown St Petersburg, Florida. We’ve made it our focus to make our own ice cream on site and waffles from scratch to construct balanced and creative dessert combinations. We love ice cream! Savory waffles, sweet ice cream, creamy milkshakes….

MORE FOODIES READING  Get “Hooked Up” at Swah-rey Dessert Bar


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