Matt wanted to open a bakery that celebrated American desserts beyond the cupcake, and Renato had always been hankering to open a neighborhood cafe, so together they scoured New York City for the perfect location. They found a small, storefront church in the largely industrialized section of Brooklyn, and together with Rafi Avramovitz, set about building their inspiration. Finally, after many long delays, they opened Baked in 2005 on the shores of Red Hook, Brooklyn with just a few ovens, some mixers, and an espresso machine. Baked is both a neighborhood spot, and a nationally recognized bakery. Baked has been featured on the Martha Stewart Show, the Today Show, the Food Network, and the Style Network. Baked has also received awards from Time Out, French Culinary Institute, Citysearch, and America's Test Kitchen. Oprah recognized their brownies as a "favorite thing" and they have written recipes for Food and Wine, Bon Appetit, and many more.