Sprinkles is a brilliant food concept store out of the US. They’ve taken the simple cupcake to a new level with their innovative flavours, strong sense of design and merchandising.
In the last decade, numerous cupcake shops have opened up in metropolitan cities around the world, following the direction of Manhattan’s Magnolia Bakery, often credited with starting the so-called “cupcake craze” in the 1990’s. However none have been more successful than former investment bankers Charles Nelson and his wife Candace who founded the LA based Sprinkles Cupcakes.
They spent two years developing over 20 cupcake recipes before opening their first shop. They had to be pure indulgence (at $3.25 each) and they certainly succeeded.
They also hired an architect from Vienna to create a unique store design and a former Martha Stewart employee to design the logo and packaging.
In 2005 they opened their first Sprinkles store in Little Santa Monica Boulevard. On opening day they sold out of cupcakes in three hours and had angry customers literally banging on the windows when they ran out. Sprinkles opened a second location in Newport Beach in 2006, mostly to appease their customers in California, some of whom were travelling almost 60 miles for their cupcakes.
After similar success there, not to mention celebrity endorsement and featuring on virtually every major talk show and news station in the US, they opened their third store, this time in Dallas, in March 07. The company’s next expansion is to be Scottsdale followed by 15 other locations including London & Tokyo.
