I suppose I have to address this… again.
Over a year ago I poasted that the incipient demise of ONE cupcake chain did not mean cupcakes are dead.
Crumbs cupcakeries are all closing now. And there are eleventy billion articles like this one out there declaring that cupcakes are over, they’re dead, they were just a fad, etc. Because one chain has gone belly-up. Restaurants flop all the time; it’s very difficult to make a go of them. I would imagine the same for bakeries.
And here’s the unfortunate truth: Crumbs cupcakes weren’t that good. That’s right. I have proof. Some of you may remember my old blog where I made a cupcake table… well, guess what? I still have it.
Ta-dah! Note that only one Crumbs item is over an 8 ~ and the worst of the bunch is from Crumbs. To be fair, this table hasn’t been updated in years, and you may recall my dislike of Casey’s Strawberry Bomb, but regardless. Point is, Sprinkles and Yummy Yummy are way better than Crumbs, and Sprinkles, for one, intends to avoid Crumbs’ fate.
Sprinkles has added food trucks, ice cream and cookies to entice customers. It’s also never opened more than five locations in a year, said Charles Nelson, co-founder of the Beverly Hills, California-based chain, which started in 2005.
“We’ve always tried to be very cautious,” he said in an interview. “We’re still very positive on the industry.” [via Bloomberg]
According to that article, Magnolia Bakery, on the Upper East Side of NY, is still doing fine. Here in Orange County, CA, there are plenty of cupcakeries. Not only that, but regular bakeries and restaurants and coffee shops often have cupcakes. Why? People love ’em, dur.
You know, frozen yogurt shops are a relatively new “fad” and those stores go out of business all the time. But you don’t see all these headlines screaming about it. So, maybe the gourmet cupcake stores will be shuttering one by one. Part of the problem is that grocery stores now all have cupcakes, and some of those are damn tasty. Obviously way cheaper, too. And you can, y’know, bake your own cupcakes. But the cupcake itself? The adorable nummy pretty treat you can eat sans plate and fork? Ain’t gonna die.
I have a weird feeling that the cupcake is hated by some people/journalists as a symbol of something. What, I’m not sure. The horrible, materialistic Sex and the City, which popularized Magnolia? Or maybe it’s the pink sprinkled cuteness, reminding people of adorable things like kittens and rainbows, when they want to posture as dark cynics. Health-conscious peeps will rightly say that cupcakes are Very Bad, but so are a million other things Americans nom on nightly. It’s weird to me that the prettiful little cupcake is so despised in certain circles. But their flailing is futile. Why? Because a new batch of babies comes along every year and kids will Always Love Cupcakes.
BECAUSE CUPCAKES ARE AWESOME.