Cupcake interview with Lennie King of Atlanta's Sweet Pockets

Name: LeNora [Lennie] King

Title: Owner/Cupcake Girl, Sweet Pockets

Age: A lady never tells...

Location: Atlanta, Georgia

Occupation: Former Architect who traded in her drafting equipment for some baking equipment

URL: www.sweet-pockets.com

When did you open Sweet Pockets and what kind of baking experience did you have prior to starting it?

Sweet Pockets was launched the Friday after Thanksgiving 2006. I worked at a bakery in Atlanta for a few months, but gained most of my experience during our time in Albuquerque, New Mexico. I spent many hours researching and testing and tweaking recipes.

Why did you decide to open an all-cupcake bakery vs. a full-service one?

I love the cupcake making process and the freedom to experiment with flavors. There are so many different possibilities and they are just so cute!



What was the cupcake scene in Atlanta like before you arrived?

A few places in town had cupcakes, but nobody specialized exclusively in cupcakes. And nobody has flavors like mine!

Do your cupcakes have any specifically Southern elements to them?

No, but I am working on a few that have their roots in Southern flavors.

You call cupcakes “little bundles of sweet goodness.” What does that mean to you?

They're soft, fluffy and adorable when bundled together in a box.

You’ve opened two locations in Atlanta and have two more that you plan to open, and there are several local markets where your cupcakes can be purchased. How’d you choose which neighborhoods to focus on and what are your plans for expansion? Do you find that your clientele is similar or different depending on the location?

I am actually in two locations everyday except Mondays and two other locations on the weekends [but hope to be there fulltime in the upcoming weeks!]. Each location is based on a co-op model, where several businesses coexist in one shop. The four locations are located in four very distinct neighborhoods⎯each with its own style, vibe, and favorite cupcake flavor!

Thus far, has a favorite flavor emerged amongst your customers?

Definitely the Happy Monkey with Cookies + Cream a close second!

What’s your busiest time of the day/busiest day of the week? Have you ever run out of cupcakes?

Late afternoons. Saturdays are always prone to selling out.

You’d mentioned that you have more flavors you plan to unveil. Can you give us a sneak peek?

Yes, be on the lookout for Chocolate Velvet, Sweet Pockets' take on the Southern favorite, Red Velvet.

Do you plan to offer holiday cupcakes during the year?

Yes!! We plan to celebrate every holiday with special cupcakes⎯even for St. Patrick's Day, Mother's Day, and Father's Day. And, we always have cupcake bundles available for any occasion: 4 cupcakes packaged in a box with handcrafted decorations.

What’s been the biggest challenge in launching your own business, and what’s your favorite part of running Sweet Pockets?

Biggest challenge: Not having enough hours in the day. Since the cupcakes are baked fresh everyday, keeping up with that and managing the business side of things have been quite challenging.

Favorite part: Talking with customers⎯everyone has been so supportive and excited about the cupcakes. And, of course, I love making the cupcakes...especially piping the buttercream on and finishing them off with a splash of something special.



And now for some personal questions . . .

How often do you eat cupcakes?

Not all that often, but I do get cravings every once in awhile⎯especially on my days off, Mondays.

What's the best thing about eating cupcakes?

Sharing them with friends-⎯I have been known to cut cupcakes into quarters so I can have a bite of all of them.

What's your favorite type of cupcake?

Freshly baked ones that are light and fluffy with just the right ratio of cupcake to frosting...and no Crisco frosting!

How do cupcakes compare/contrast to other baked goods for you?

I love all things sweet and love trying new desserts, but there is just something magical about peeling back the cupcake liner and figuring out where and how to take that first bite!

Is there any innovation you'd like to see made to the cupcake that would improve it for you?

I wish there was a way to keep the cupcakes fresh without pumping them full of preservatives-⎯something I refuse to do. I have so many requests to ship cupcakes.

Do you bake your own cupcakes? Or (even better) have someone who bakes them for you?

I bake all of them myself...but would love to have an assistant soon!

What's your first cupcake-related memory?

I remember frosting cupcakes for my birthday sometime in elementary school⎯strawberry cupcakes, I think.

What's the most fun you've ever had with a cupcake?

Creating cupcake ice cream...I am working with Jake's Ice Cream here in Atlanta and we just created our first batch of cupcake ice cream for a special event. It was so exciting to see people's eyes light up when they saw that the flavor was Starlight, Starbright, the first cupcake ice cream Tonight.

Do you have anything else to add?

Just want to say thanks to my friends, family, and customers for all of their support and encouragement. And, also to this fabulous blog where you ladies have spent so much time and effort gathering, researching, etc. all this information so that we can stay updated on the cupcake world. The little bundles of sweet goodness ARE taking over the world!