From Brownies to Bestsellers: How the Creator of Broma Bakery Gets Prepped for the Holidays

When I first started out as a food writer back in the late 2010s, I can distinctly recall the blogs I read religiously. The creator I came back to time and again was Sarah Fennel of Broma Bakery. Ahead of our shoot, we both noted that when we looked at our DMs, we’d been messaging for almost ten years! Sarah has an undeniable skill when it comes to making the baking process approachable, interesting, and most importantly—fun. Her recipes are always instant hits. Some personal favorites that I’ve made over the years include her pistachio cake and these brownie cookies.

Sarah Fennel of Broma Bakery Shares Her Baking Secrets

With her first cookbook, The New York Times Best Seller, Sweet Tooth, Sarah has created a collection of everyday favorites and treats that pair nostalgia with sophistication—encouraging everyone to lean into the fun that comes with baking. I made the book’s oatmeal cream pie recipe for friends a few weeks ago and everyone was obsessed.

We joined Sarah for an afternoon of treats ahead of the holidays. Sarah shared her favorite entertaining tips, behind-the-scenes kitchen secrets, and two recipes that are perfect for your Thanksgiving table.

Tell us about your career and starting a business. What has life been like as an entrepreneur?

Busy and constantly changing! But that’s also what I love about it. Every day is different, from recipe testing and shooting social videos in my kitchen, to sitting on my couch all day doing meetings and emails, to going to events and networking with people in the food space all over New York. It’s very varied! It’s interesting, though, as an entrepreneur I feel like I’m always “on” and thinking about my business in some way no matter what I’m doing. 

What has been your biggest learning over the past year?

My biggest evolution in the last year has been including myself more and more in my business. In years prior, I’ve been able to let the food and my recipes shine on their own. Now, people seem to want to hear more and more from me—what I’m wearing, what workout class I’m going to, what movie I’m watching.

It’s an interesting shift that parallels what we’re seeing in the influencer space overall. People are more and more interested in the person behind the brand.

It’s been a learning curve for me, as I’m someone who prefers to keep my personal life separate from my business life, so it’s a challenge for me to integrate both seamlessly and in a way that still feels natural to me.

What recipes from your new cookbook, Sweet Tooth do you lean on for gatherings?

I feel like in general, desserts are meant to be shared! SO many recipes in Sweet Tooth are great for gatherings. The Brown Sugar–Walnut Dutch Apple Pie is incredible for Thanksgiving—it’s truly the perfect apple pie. The Raspberry Croissant Bread Pudding is surprisingly easy to make for a brunch moment but feels elevated and special. In the warmer months the Strawberry Shortcake Cake is a huge crowd-pleaser. The Nutella Smith Island Cake is probably the recipe I’m the most proud of and is such a knockout cake that will make anyone ogle. Clearly there are a lot I love!

How did you learn to cook? What informs your approach to food?

I am completely self-taught. My mom had a huge sweet tooth, so growing up there were always brownies in the fridge or cookies on the counter. But at the same time, my mom isn’t the most… technical baker. She’d swap melted butter for room temp and wonder why her cookies didn’t turn out how she wanted. (Pro tip, melted vs. room temp butter bake up very differently!).

I taught myself through lots and lots of trial and error. When I was in college, I started by making other peoples’ recipes and slowly starting to understand the science behind baking. Then after a while, it became second-nature.

In terms of what informs my approach to food, I am always thinking about the person who, like me, has always enjoyed baking and desserts, but doesn’t necessarily have the knowledge themselves to execute the perfect chocolate chip cookie. One thing that I think is really special about this book is that you’ll find a lot of me “talking” to you like a friend might within the instructions throughout the recipes, which is there to help encourage you along the way and make you a better baker in the process. 

Tell us about your home.

We found our home online through a Compass listing, and we are so thrilled with it. The owners were very particular about renting it out to tenants who would treat it with the same care and love that they have for this home, and I think that’s part of what makes it feel so special. It feels like a home.

We haven’t made any changes because we only moved in a few months ago and aren’t sure what the near future has in store for us. (We don’t want to go painting things if we happen to move in a year!) The space was so cozy already, we didn’t need to do much. The kitchen and dining area is my favorite part of the house. I love the floor-to-ceiling windows and how they look out over greenery (a very special thing in the middle of New York City). I love the marble island and its contrast to the black cabinetry. I love the chevron pattern of the wood flooring. The whole space feels really inviting. 

What does a great gathering look like for you?

Beyond making your guests feel special and taken care of, gatherings have to consider how to make guests comfortable. Comfortability is so important to me any time people gather, as I want them to feel like they can relax and not feel stiff and proper, as sometimes can happen at dinner parties. I love welcoming people with drinks and food, but I also like having music on to diffuse any initial quietness. My husband and I also LOVE playing games and have found that playing a game during appetizers is a great way to get people to start letting loose and having fun.

Walk us through a typical day for you.

I usually wake up at 7:30 a.m. and go straight into an at-home workout. I find that if I’m still sleepy I am able to stumble my way into it rather than convincing myself out of it later in the day, LOL! From there I might take my dog to the dog park a few blocks away, or hop right onto my computer. I like to tackle emails first thing, then go into meetings in the late morning. I like to eat lunch around 12 p.m., then get to shooting videos for the day. I’ll typically shoot from 12:30-4:30 or so and get through three recipes. Then I’ll check my emails again, and if I’m lucky sign off by 6 or 7 p.m. 

What products do you love for the table?

The tastiest twist on a classic.

Prepare to bake them on repeat.

What’s your must-have cooking tool? 

Kitchenaid Stand Mixer because it’s so versatile and convenient. Every baker should have one!

What are your favorite cookbooks?

I love books that have a full range of dishes that you can turn into a whole meal. My all-time favorite cookbook author is Ottolenghi. He is just so creative and layers flavor so well. Recently, I’ve been cooking out of Pass the Plate and Seriously So Good. Both Carolina and Carissa are great at making inventive meals with relatively few ingredients!

Tell us a few things we’ll always find in your refrigerator.

Butter. Literally so much butter. Also milk and eggs… you know, the baking essentials. Also, random slices of cake, squares of brownies. Then, like, hummus? I’m obsessed with hummus.

Does anything scare you about entertaining?

Tablescapes can feel like a lot of pressure. Getting cute napkins and plates perfect for the season or occasion… it’s a lot! But I think ultimately people don’t care what the table looks like so much as the food is delicious.

What are your signature dishes for entertaining?

I’m a sucker for a cheeseboard app. It’s so crushable and a great choose-your-adventure moment. For dinner parties, I love a good risotto or orzo alongside a simple protein like roasted chicken or grilled steak with a good marinade. And I always opt for a super simple salad like arugula with parmesan and a lemon vinaigrette. 

Favorite conversation starter?

I actually love having conversation starter cards out on my table during dinner.

What is your no-stress party rule to live by?

Have a drink while you get ready lol.

Fill in the blank:

A perfect meal should: leave everyone stuffed.

It’s not a dinner party without:  good conversation.

Every cook should know how to: make dessert 😉