photo by Mark Wagoner

Delightfully dense, rich, and velvety-smooth ... there’s nothing quite like a slice of good cheesecake. And for Cheesecakes by Alex — one of the Triad’s favorite desserteries — perfecting the art of this dessert produces a variety of decadent flavors, from Chocolate Chip to Pumpkin to Peanut Butter Cup.

When asked how his 5-year-old business began, owner Alex Amoroso jokingly places the blame on his mother-in-law Nancy’s sweet tooth. “She asked me to make a cheesecake for her and I followed a recipe from a book,” Amoroso says. 
“I kind of had a taste in mind and I was disappointed with the way it turned out. So I rewrote the recipe.”

In fact, Amoroso spent the next few months experimenting with cheesecake recipes until he was satisfied with both the taste and texture. A veteran of the restaurant business, Amoroso tested his recipe on friends and family and received encouragement to continue. At a local United Way bake sale he gave out samples and sold 65 cheesecakes in just two hours. His tantalizing desserts received a similar reception at the Greensboro Farmers’ Curb Market, where they are still sold today. The verdict was in: His recipe was a success.

“Our original plan was to build a kitchen onto the back of our house,” Amoroso explains. Instead, he says he spotted an “available” sign in front of the company’s current location on South Elm Street, and he and his wife, Vera, opened Cheesecakes by Alex there in December 2002. It has since grown from a pickup bakery to an eat-in café with a streetside patio that offers quaint seating and a view of downtown.
Over the years, the menu has expanded as well. In 2002, the company offered four flavors — New York, Key Lime, Pineapple, and Chocolate Raz. Today there are 20 taste-tempting varieties, including customer favorites Chocolate Brownie Turtle, Kahlua Espresso, and Crème Brulee.

And Amoroso doesn’t stop there. Rounding out the menu are made-from-scratch muffins, scones, brownies, and crumb cake, as well as hand-dipped ice cream from local dairy farm Homeland Creamery, and a selection of coffees.

The whirlwind success of his cheesecake business came as a surprise to Amoroso. “I just thought it would be a great hobby, but the product has really pushed us along,” he explains.

A second Cheesecakes by Alex location is in development in northern Greensboro. The new, larger facility will feature the same delicious menu and is scheduled to open in February.

With a staff of 10, Amoroso still personally oversees the daily baking. “There are two things I love, dealing with people and cooking,” he says. “I love to see the reaction of people trying these cakes for the first time — it really brings me a lot of joy.”