HELLERTOWN, Pa. — Jay Losagio described the process of bringing a specialized donut shop to Hellertown in just three words: “It’s a science.”
That’s because Losagio — who is gearing up to open Aloha Jay’s at 1120 Main St. — said it took 350 batches to perfect the recipe he’ll soon offer customers.
After all, Losagio’s not just baking up any old donut. He’ll be serving up a traditional Hawaiian malasada —the type beloved across the islands.
“Our slogan is 'eat ‘em hot."Aloha Jay owner Jay Losagio
“The difference between a donut and malasada is the higher ratio of butter and milk,” he said Friday as contractors buzzed about, putting finishing touches on the space.
“What that does is it makes the outside of the donut have a slight little crisp, while the inside is very light and airy and fluffy. It has a lot of elasticity to it, and, of course, it has no hole.”
Once baked, the outside of a malasada is typically coated in cinnamon and sugar or just sugar.
“Our slogan is 'eat ‘em hot,'" Losagio said.
“That means you should enjoy your malasadas within the first hour of receiving them. We don’t have any preservatives to keep them fresh forever. You have to eat them hot.”
And that isn’t all pastry-lovers can find at Aloha Jay’s.
Losagio also will serve up malasadas with fruit-based fillings such as mango, guava and raspberry, along with several options for those who enjoy cream fillings (such as Bavarian and Holland).
Not just a bakery, an experience
Losagio has been to Hawaii 13 times, and said he was inspired to bring a piece of the islands to life in Pennsylvania.
“I want to give people the experience of Hawaii and I want them to feel the Hawaiian spirit," he said. "I want them to appreciate the experience and to enjoy themselves with the food and the culture."
Mahalo is a well-known Hawaiian word that means “thank you, or is used to express gratitude. It’s also one of the common greetings, rather like “aloha,” used in everyday life in Hawaiian culture.
Losagio said the common word of gratitude will be applied to every customer who walks into his shop.
“We’ll have a full app so people can order online and then pick up in the store,” he said. “They’ll be able to earn points toward free food and beverages such as shirts and mugs, etc.”
“It’s more than just the food. I want that and I need that to be 10-out-of-10. But I want customers to view us as an experience. Something different."Aloha Jay's owner Jay Losagio
The shop also will play Hawaiian music and have gas-powered Tiki torches and fire pits burning outside.
“It’s more than just the food," Losagio said. "I want that and I need that to be 10-out-of-10. But I want customers to view us as an experience. Something different."
He'll also serve Aloha’s Jay’s Punch, which was crafted with the help of a food scientist, along with hot chocolate and Kona coffee from the Kona Coast and the Big Island.
Countdown to opening
Losagio said he hoped to open the doors by the end of March, but said Friday it would be a big stretch.
“If it was next month it would be very late next month,” he said.
“Construction should be done [shortly] but then I have to get the inspectors in there and put in the equipment and get everything tested. I’d like to say late March, but I’m going to say spring.
“To me, malasadas have such a unique taste that I thought, ‘I’ve never tasted anything like that.’ I can’t wait to get open and hopefully people find us very hospitable, very welcoming. Very aloha.”Aloha Jay's owner Jay Losagio
"I hope it’s earlier, but there’s a lot of things that have to happen to get there.”
The shop will be open from 8 a.m. to 4 p.m. Monday through Friday, with weekend hours from 7:30 a.m. to 5 p.m.
“If we get busier or demand goes up, we’ll extend our hours further,” Losagio said.
“To me, malasadas have such a unique taste that I thought, ‘I’ve never tasted anything like that.’
"I can’t wait to get open and hopefully people find us very hospitable, very welcoming. Very aloha.”
