by Paula Detwiller
A muffin is a muffin, right? Not when it’s a Thoroughly Modern Muffin, one of this season’s best new offerings at the Delray GreenMarket. These big, tasty beauties are the invention of owner Allan Seiler, who came up with the idea about 10 years ago.
“In a regular muffin, the special ingredients—blueberries, chocolate chips, or whatever—are mixed throughout the batter,” Seiler says. “My idea was to concentrate the special ingredients in the middle of the muffin.”
Slice through the Lox, Stock and Barrel muffin and you’ll find a scrumptious filling of smoked salmon, cream cheese and scallions. Another favorite, The Italian Connection, has chicken, mushrooms, artichokes and pesto sauce in the middle. If you prefer sweet, try the Georgia’s Namesake (peaches, blueberries and a crunchy crisp inside) or A Fall Favorite, stuffed with diced pear, dried cranberries and pecans. Seiler’s menu includes 10 savory and six sweet varieties.
A London Debut
After working in high-end New York City restaurants and running his own catering company in Hong Kong, Seiler debuted his unique muffins in London in the early 2000s. He sold them to restaurants and specialty shops including Harrods until the economy collapsed and he decided to move back to the States.
Seiler settled in South Florida in 2011 and recently introduced his muffins at green markets in Miami, Fort Lauderdale, and Delray Beach. He’s developing a loyal following, and demand for his product spiked after a review in the Palm Beach Post. He hopes to open a retail location, possibly in Delray, toward the end of this year.
Meal in a Muffin
Seiler says he thought of the name Thoroughly Modern Muffins—a take on the popular 1967 musical film Thoroughly Modern Millie—after friends helped him brainstorm. An earlier name idea, Meal in a Muffin, just didn’t sound creative enough, he says, although it describes the product to a T.
Thoroughly Modern Muffins doesn’t have a website or Facebook page, but you can place a special order with Seiler by calling him at (305) 903-5576.