Dirty Dough’s soft opening in Augusta kicked off at 10 a.m. Saturday morning, and saw steady patronage throughout the day, said owner Mike Ralphs.
The franchise has been gearing up for its CSRA debut since this summer. Ralphs has felt that Augusta was ripe for a location the Tempe, Ariz.-based dessert shop chain since he and his wife Maycie moved to North Augusta from Utah area last year.
The shop’s hallmark gourmet stuffed cookies—such as the “Brookie” (brownie-cookie), or the chocolate and peanut butter-filled “Reverse”—have already proven a draw for most walk-ins and preorders.
“People love our signature cookies,” said Ralphs. “The chocolate chip, the cookies and cream… Those are the ones that have gone really quickly.”
The dessert shop is tucked between McAlister’s Deli and V’s Barbershop in the Exchange Lane shopping center. Visitors will find a wall muraled with an rendering of Augusta in the franchise’s brand design and colors, sent from the corporate office a week prior.
The eatery’s moniker refers to the principle—also used in its slogan—that “it’s what’s on the inside that counts.” Ralphs notes that its mottos, such as “we care about your fillings!”—which decorate the inside—describe both the baked desserts as well as an underlying attitude towards people (as well as a love for puns).
Ralphs notes the company’s connection to a nonprofit initiative to build wellness centers for children inside local schools, and hopes the new Augusta franchise will pursue the same.
“Most of our cookies are filled have multiple layers,” he said, connecting the store chain’s mission with its product. “We’ve got peanut butter, chocolate, fudge… We focus more about the inside, and we like to have that message along with our cookies.”
Dirty Dough Augusta is located at 3602 Exchange Ln. The grand opening is scheduled for Dec. 2.
Skyler Q. Andrews is a staff reporter for The Augusta Press. Reach him at skyler@theaugustapress.com.
