Okay, okay—hating on cupcakes is admittedly as cliché as cupcakes themselves, and I won’t front like I haven’t enjoyed upwards of 50 of them at office birthdays and going-away parties over the past few years. After all, they are the official treat of vaguely impersonal professional functions.
But still…eff cupcakes, seriously. Their rise to Starbucks-like ubiquity is simply not backed up by their deliciousness compared to other desserts, and we never needed 101 different chains selling every imaginable riff on this lesser genre of cake (“cupcakes for men” may have been the low point).
If you feel the same way, you may take heart in the Wall Street Journal’s report today that the cupcake craze is showing signs of collapse. Numbers don’t lie: “After trading at more than $13 a share in mid-2011, Crumbs has sunk to $1.70. It dropped 34% last Friday, in the wake of Crumbs saying that sales for the full year would be down by 22% from earlier projections, and the stock slipped further this week.”
While Crumbs suffered a few store closures from Hurricane Sandy, pundits point to “gourmet-cupcake burnout” as the true cause of the downturn. Off the record, I’ve also heard word of other popular cupcakeries falling upon tough times in recent months. And even in the staff room, it’s easy to notice that a swirl of technicolor icing doesn’t elicit the squeals of delight it once did.
So could this be the beginning of the end for cupcakes? Maybe, but it’s certainly not the end of other aggravating fads—next on deck, as the New York Times informs us, is cold-pressed juices. Oh boy…
[via Wall Street Journal]