That's How the Cupcake Crumbles

In the late 1990’s and early 2000’s, Krispy Kreme Donuts was all the rage. It was not uncommon to see people lined up for the delicious glazed donuts. However, the company rapidly expanded making the hard to find treat seem like an everyday item. Stock plummeted, and Krispy Kreme Donuts was considered ‘out.’

                Something had to replace the Krispy Kreme. In 2003, the women from the HBO series “Sex and the City” ate cupcakes at the Magnolia Bakery. This is the unofficial debut of the cupcake craze. Following this episode, cupcakes exploded. They were definitely ‘in.’

Crumbs Bakery
Credit: Crumbs

                Cupcakes were the new trendy, stylish dessert from 2003 up until today. Even with an economic upset, they were cute and affordable. Americans may skip a fancy meal out, but a $4 cupcake was still a nice treat. TV shows such as “Cupcake Wars” and “DC Cupcakes” furthered the trend.

                Gone were Wedding Cakes and in came the cupcakes. Birthday cakes were replaced with cupcakes, and popularity of the dessert soared.

                Cupcake shops began sprouting up all over. Crumbs opened their doors in 2003, a ‘mom and pop’ style shop. Today, Crumbs has 67 locations in 10 states. Their cupcakes seem to be everywhere, and that’s the problem.  The cupcake was no longer a rare treat when you could find a shop on every corner.

At its peak, stock was selling for $13. Then the cupcake bubble burst, according to the Wall Street Journal. In April, Crumbs stock plummeted. Stock was selling for $1.70, less than a cupcake is worth. Many suspect that this is an indication of the cupcake crash.

At the LA Times, they believe the cupcake is on the way out, and the novelty has worn off. Cupcakes are a trend, and the market is saturated with product. Demand is low, and cupcake shops are seen everywhere. Besides, people can bake cupcakes.

Even with the numbers, many feel as though cupcakes will never truly go out. Liz Martens, manager of a local Crumbs, says, “Cupcakes aren’t popular now, but I think they’re here to stay.”

Lollipies
credit: Seattle Bride Magazine

If the cupcake is truly ‘out,’ what will replace it? Many have the answer of pie. The newest craze is to forgo the cake or cupcakes and serve pie at weddings. When Amber Karl, a bride who opted for pie, said, “Pie has a homey feel. It’s comforting.”

Are you worried a slice of pie is too much? Try a LolliPie instead. They are a newer trend of mini pies on a stick.  The Lollipie is the newest dessert craze. It’s small, compact, and on a stick!

Mini-pies, tarts, and macaroons are all waiting and ready for the cupcake to officially head on out so they can finally be ‘in.’