Tuesday, September 8, 2009

The cupcake has peaked

Posted by on Tue, Sep 8, 2009 at 11:20 AM

cupcakes.090809_thumb_510x510.jpg
​With the cupcake trend in full swing, one writer believes that all of the different iterations and new storefronts are leading to the bursting of the cupcake bubble. On Slate, Daniel Gross argues that cupcakes are a luxury item and all of the new options are reactionary, retro-fitted onto a pastry that is meant to be simple.

"Indeed, they are being pitched as affordable luxuries. In an age when discretionary, feel-good spending is at a nadir, cupcake bakeries are trying to persuade people to trade up from cheaper sugar-delivery vehicles (such as, say, a doughnut)."
He feels that most Americans are not in a mood to upgrade. Yet, America is all about affordable luxury. That's why Starbucks exists today and Walmart advertises its genuine Steak House Steaks as something you can afford without a special occasion. In a culture of individuals, we want our food purchases to make us feel unique -- and a fancy cupcake sits perfectly in that niche.

At the same time, doughnuts and cupcakes are not analogous. One represents

celebration, while the other symbolizes a ready escape of corporate

drudgery and the State Fair's equivalent of bread. Nobody eats cupcakes

daily -- which is perhaps Gross' point -- however, I wish he had

simply said that.
 
While cupcakes used to be made by every mother (and occasional father), today they're more likely to come from a pallet at Costco or a specialty bakery. With food allergies and parents sensitive to how much sugar their kids eat, there's a wide open market of cupcake consumers. So maybe gluten-free and chocolate-chocolate versions will be as successful as the old standards.

Just in case the

cupcake crash is coming, it makes sense to stockpile some reserves.

Alas, cupcakes don't keep well, so you're going to have to eat all you

buy. And remember no matter what, we'll always have doughnuts.

[Image via Flickr: clever cupcakes]

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