Edmonton Business Review: Made by Marcus

The queue during opening weekend was pretty long.

I’ve been following Made by Marcus on Instagram for at least a couple of years now. Originally based out of Calgary, this beloved local ice cream shop has now made its way north with a back alley store on Whyte Avenue and 104 Street. With infrequent visits south, I never had the opportunity to try Made by Marcus before, so I was happy to learn that the Edmonton location had finally rolled out the welcome mat at the end of June.

The lines were long during their first weekend in business, so I decided to wait a bit before going. Kirk and I actually bought tickets for a Secret Streetcar Show around mid-July, so it made perfect sense to go for a late night ice cream run after the concert. As we turned to enter the alley at 10:00pm in the evening, the bright pink shop at the end of the lane was like a beacon. Although there was a door to the side, no one really used it since the front of the shop was completely open. Surprisingly, it was still busy. The queue didn’t run down the whole alley, but it still snaked through the space and most of the indoor seating was occupied. A few benches were also placed outside to accommodate overflow.

The Made by Marcus menu.

Thankfully, it didn’t take too long before we made it to the counter. With three staff on hand to scoop and another to process payment, there seemed to be a decent rhythm. A kids scoop is $3, a “single” scoop of ice cream is $5 and can be split into two flavours, a “double” scoop is $7 and you can probably choose three flavours, and a flight is four scoops for $9. Waffle cones are an extra dollar each.

Waffle cone makers!

Kirk and I decided to share a flight without any added waffle cones. It took a while for us to pick four out of the dozen plus flavours (I think they usually have even more to choose from), but we eventually got it down to the Lemon Curd Blueberry, Tahini Cookie Dough (Vegan), Moonshine Brown Butter Pecan, and Bananas Foster & Rum Caramel.

The first thing I will say about Made by Marcus ice cream is that the quality is top notch. The flavours are strong and the small batches are extremely creamy and smooth, making for a very rich and decadent dessert. It felt like silk as there was not an ice crystal to be found.

Our ice cream flight includes four flavours for $9.

To be completely honest though, not all of the flavours we chose lived up to my expectations. I was really excited for the Lemon Curd Blueberry, which is a signature flavour. I thought it’d be citrusy, sweet, and refreshing. And, it was a first. The tongue was initially hit with a pop of zest from the lemon curd and sweetness from the cream and blueberry; however, what lingered at the end was an incredibly bitter aftertaste. I truly thought that the Lemon Curd Blueberry would be my favourite, but it ended up dead last.

The Tahini Cookie Dough is a vegan option, so it’s also lactose-intolerant friendly. If you don’t already know what it is, tahini is a spread made from toasted ground sesame seeds. It has a really nutty flavour to it, but it’s not as pronounced as a black sesame ice cream, for example. This was probably one of the more subtle tastes out of the four scoops we got. I didn’t mind the flavour, but I was hoping for more chunks of cookie dough throughout.

Clockwise from the top left: Tahini Cookie Dough, Lemon Curd Blueberry, Bananas Foster & Rum Caramel, and Moonshine Brown Butter Pecan.

Since Made by Marcus is known for their experimental flavours and collaborations with other local businesses, I’m going to assume that the Moonshine Brown Butter Pecan makes use of a moonshine alcohol in some way. If it was supposed to be there, I didn’t find that the flavour of the liquor came through much, but the brown butter did add to the nuttiness and amplified the taste of the pecan pieces.

Our top pick was most definitely the Bananas Foster & Rum Caramel. The flavour was spot on with the banana tasting natural and not artificial. There was a hint of the rum, but nothing overpowering, and the caramel brought in the perfect amount of sweetness. Kirk and I practically fought over this scoop because he kept eating it and touching nothing else.

A late night visit to Made by Marcus.

After trying Made by Marcus for the first time, I certainly understand the hype more than I used to. The standard of their ice cream is ridiculously high and they put a lot of effort into creating the unique flavours that they’ve come to be known for. Not every flavour is going to be a hit for everyone (Dill Pickle & Peanut Butter is an acquired taste, right?), but with the number of choices available, there’s bound to be something you’ll like amongst the signature, seasonal, and vegan options. While Edmontonians are warriors who will eat ice cream even in the dead of winter, make the most of your nice summer and pop into Made by Marcus for a cone or two!