Way back in 2004 or so, gourmet cupcake shops began to infest America’s cities, proffering paper-wrapped pastries top-heavy with icing, selling single servings for the price of whole supermarket pies. The trend rose with yeasty vigor for over a decade — until now.
The first inkling came in April with the collapse of share prices in Crumbs Bake Shop Inc. “The icing is coming off America’s cupcake craze,” said the Wall Street Journal.
Now the bakery ovens have grown stone cold. Crumbs is closing all its 48 stores in cities across America.
More:
“The rise and fall of Crumbs, America’s first public cupcake company,” Roberto A. Ferdman, Washington Post
“The standard bearer of America’s cupcake boom just ran out of dough,” Adam Pasick, Quartz
“Is the fad over? Cupcake firm Crumbs crumbles and shuts 48 stores,” Noel Young, The Medium
“Downfall of Crumbs Shows Limits of American Cupcake Addiction,” Lauren Coleman-Lochner, Selina Wang and Lindsey Rupp, Bloomberg News
“Why I hate cupcakes,” Meghan DeMaria, The Week
Dissenting opinions:
“Cupcakes not dead!” Mary Elizabeth Williams, Salon
“Crumbs’s Fate Aside, the Cupcake Still Isn’t Dead,” Joe Pinsker, The Atlantic
UPDATE:
“Crumbs Bake Shop nears lifeline from investor group,” Katie Little, CNBC
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