Thursday, October 04, 2007

High-end Cupcake Invasion!

First it was Yogurt (Pinkberry and its copycats). Now it's cupcakes taking over.
Look out!

Sprinkles in Beverly Hills (coming soon to Boston, London, Tokyo, San Francisco Bay Area, Chicago, Phoenix-Scottsdale, Charlotte, and elsewhere)

Yummy Cupcakes in Burbank.

I've had a Sprinkles cupcake, courtesy of our iteration producer who brought some in for our planning meeting. It felt high-end. Made with fancy ingredients, packaged in a nicely designed box. There was a neat color-key sheet in the box mapping the colored (and inedible!) buttons on each cupcake to what flavors they are. Was it to die for? Meh. A bit sweet. But pretty-looking.

This week, they were mentioned on NPR. The founders were investment bankers who decided to change careers, get trained in pastry arts and sell cupcakes. Evidently, they are good marketers too -- the cupcakes landed in the hands of Oprah, who gave them away to audience members. Voila! Huge lines at the Beverly Hills store, and expansion into more cities is imminent.

But there is also buzz about Yummy Cupcakes in Burbank. I suspect those may be better tasting than the highly branded Sprinkles, but that will require extensive research and taste testing.

If either bakery wishes to provide me with samples, I will begin immediately.

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posted by Brian at 4:01 PM

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