cupcakes: lady food

cupcakes: lady food

Beyond gender issues, you also get the distinct feeling that much of the anti-cupcake movement is rooted in good old food snobbery, with cupcake commoners on one side of the baking schism and the elite macaroons posse on the other.
But the biggest names in gourmet cupcakes are too busy inventing mad new flavours, installing hole-in-the-wall gimmicks and plotting their expansion to take any notice of the harpers. For example, Sprinkles already has ten US stores and is preparing to expand to London with its ATM “soon” as well as Paris and Tokyo.  Several other companies have similarly ambitious plans to spread the cupcake love.
The largest gourmet cupcake chain in the US, Crumbs, went public in a $66 million merger last year and has since expanded to 50 outlets, with plans to grow six-fold in the next few years. But all is not completely rosy in cupcake land. Crumbs reported net losses of $3.7 million in the year to December 2011 and announced that structural and merchandising changes would be made in a bid to turn the good ship cupcake around.
It may be premature to state that the cupcake bubble will never burst.