04/12/2020
Life Off The Road:
How To Make Pandemic Lemons Into…Pretzel Day!
(By Lauren Lovett)
Shappy Pretzel Company, is a faux enterprise that started out as one of Adam Shapiro’s many social media amusements.
You may have spotted Adam’s curly pate in one of a dozen film and TV projects, not to mention Broadway, over the past few years — The Affair (Showtime), Steve Jobs (Universal), and most recently Never Have I Ever (Netflix) as the desk perching high school teacher who shares his name, Mr. Shapiro.
Adam and his wife Katie, whom you may know as Quinn Perkins on the super popular Shondaland series, Scandal (ABC), are stuck in the thick of the pandemic with the rest of us, wondering when production will start up again.
When I met Adam a few years back, he seemed like one of the most positive people I’d come across, especially in a business where folks take more than their fair share of gut punches.
“I never really think of it as being positive, it’s just my nature.”
Adam’s philosophy is of a laid-back-good-vibe, allowing but not attaching sort, which seems refreshingly light-hearted. He says he used to think if he asked people for things or really wanted anything, it wasn’t going to work. Presently though, as a father and a homeowner, he has updated his practices a bit:
“If I want certain things in life, I have to be a little bit more aggressive.”
Enter Shappy Pretzel Company? Not exactly.
Pretzel making was just another social media story through which Adam had been entertaining his followers. He’s a kid from the outskirts of Philly, so among the many prankish stunts meant solely for laughs, like his Oreo podcast, Shappy Pretzel Company didn’t actually exist.
“I started to learn how to make pretzels. I finally figured out how to make Philly ones and made my own recipe. It was just fun for me — just a story people were following on my Instagram.”
And then one morning when Katie was guest hosting with Ryan Seacrest on his morning show, LIVE with Kelly and Ryan, both broadcasting from their respective houses per COVID protocol, Adam had an idea to have a branded bag of freshly baked soft pretzels delivered to Seacrest’s home during the show as a perfect button to his Instagram-driven soft pretzel journey. The label read Shappy Pretzel Company borrowing from his childhood nickname, “Shappy”, and was done on the fly.
“It was the end — I didn’t realize it was going to be the start, you know, but he kept talking about the Shappy Pretzel Company. We even said on the show, ‘No, no, that’s a joke — we made that label for you, Ryan. That’s all for you.’ But it didn’t matter. He just kept talking about it throughout the rest of the show.”
So at six in the morning while his wife was shooting a national broadcast from their living room, he was the next room on Squarespace making himself a little website in case someone wanted to reach out about the pretzels. There was no business plan.
“I woke up the next morning and there were 400 emails.”
Unbelievably, that was in early August. Shappy Pretzel Company has gained a few more assets, like a properly branded apron and clipboard, and has bragging rights for over five-thousand pretzels twisted and baked with love right from Adam and Katie’s kitchen. (UPDATE: Since this story first appeared, Adam is sharing space with a local bakery in his neighborhood.)
“It’s fulfilling a part of me that I don’t think acting fulfills.”
His wife says that she finds him to be one of the most positive, social, optimistic, fun loving people in the world. He gathers his energy from other people. It’s different from acting, she tells me, from playing a role. It’s him.
“Watching him in the middle of our street with his Philly hat on, and his Shappy Pretzel Company apron on and his gloves and his mask and bringing his Philly soft pretzels to people is such his authentic self.
Away at sleepover summer camp, perhaps before he was altogether ready for it, Adam was fairly miserable. It was a kind camp counselor who took Adam under his wing and helped to create the Shappy alter-ego:
“He’s like, ‘Listen, Adam is homesick and this is a lot for Adam, right? You miss your family and you’re not making friends that easily, and you’re really sad and everything reminds you of home. But I’m gonna start calling you Shappy. You can be Shappy who loves this place and see how it feels.”
Years later, Adam/Shappy has integrated into one talented, joyful husband and father who’s able to twist one thousand pretzels in a single day, greeting friends, family and Instagram followers with a taste of Philly and a soft and salty distraction from the anxieties of our time.
“I always say that I’m not just selling pretzels, I’m selling like, a hug from home…”
UPDATE: Katie and Adam just welcomed a little girl named Vera Fay into the world on 11/22/20. Another thing one can do during a pandemic…
Links: Shappy’s Pretzel’s: https://shappypretzel.com/
Full Article: https://medium.com/