The Single Most Important Thing You Will Do This Summer

We all scream for dulce de leche con brownie.Photo: Melissa Hom

Weve witnessed some harsh attacks on food, glorious food, this yearfrom the ban on trans fats to the temporary closing of our beloved Inhouse Nosh. And, truth be told, we were getting a little discouraged. But last week we received news of a campaign thats actually quite sweet. Since January, 24-year-old Adam Riff has been trying to persuade the owners of Cones to introduce a flavor called dulce de leche con brownie, and on Thursday, he e-mailed a couple hundred people hoping to rally support. I'm a simple man with simple pleasures and a serious sweet tooth, he wrote. He then provided explicit instructions, which follow.

Walk in and ask the guy behind the counter if he carries the flavor Dulce de Leche con Brownie (say: DOOL-say de LE-chay con Brownie. Its easy.) He will say no, and might laugh at you a little. Then you can make a sad face and walk out, or, EVEN BETTER, you can order something else to show youre serious and because it all tastes wonderful and because we dont want to be, you know, a nuisance. I recommend the Dulce de Leche (even without the brownie its incredible, though not transcendent).

Turns out Riffs no nuisance at all: He struck a deal with Raul DAloisio, who owns the shop with his brother Oscar, and if he can get 50 people to order dulce de leche con brownie, DAloisio will whip up a batch. He told me, I just came back from Buenos Aires, and the gelato in Buenos Aires is tremendously good, says DAloisio. Well, I know that. I was born there. I said, I dont think people are gonna get it over here. They barely get dulce de leche. I have 32 spots in the freezer, so if I have to make a new flavor, I have to discontinue one. But DAloisio says he admired Riffs persistence, and when he found out Riff was a political operatorhes a legislative aide for State Senator Tom Duanehe told his eager customer to get votes for the flavor. This guys unbelievable, he says. I told him, If you keep doing things this way, youre gonna be mayor of New York City.

As of Monday, the visitor count was at 28, and with summer approaching, both men feel confident the goal will soon be reached. The whole thing blows my mind. Hes gonna get to 50 in less than two weeks, says DAloisio. Im gonna definitely e-mail him and say, You got the 50. This weekend, come around. Were gonna be all happy. All a happy family.
Lori Fradkin

Full disclosure: We know Riff and received the e-mail. And experienced a sudden craving for gelato.