Name: Christee Owens
Age: 35
Location: 5065 Pacific Street, Rocklin, CA
Occupation: Head Cupcake
URL: www.icingonthecupcake.com
How long have you been baking, and when did you come up with the idea for Icing on the Cupcake? Why did you decide to focus on cupcakes?
It all started 30 years ago with my Easy Bake Oven….My mom started teaching me to bake when I was about 5 and then it just progressed from there. I am not a chef, nor do I aspire to be; I just love to bake. I came up with Icing on the Cupcake about a year ago. My mom and I were actually in the process of opening a party shop that specialized in "old-school" children's birthday parties and the name of the shop was "Icing on the Cake.” We were going to make cupcakes for all the parties and focus some of the party themes around cupcakes. Well, the party shop ended up evolving into a cupcakery and "Icing on the Cupcake" was born. There are three owners: me, my mom, Shirley Nagasawa, and a longtime friend, Chuck Meridith.
Where do your recipes come from, and how much testing goes into each one before it's unveiled?
Most of our recipes are old family recipes. In fact, some are a combination of two or three family recipes. I read several books on the science of baking and started developing our old family recipes into even better, more stable/reliable cakes. Needless to say, much testing goes into every flavor before its unveiling. We also have a group of taste testers that gather to taste and critique every creation.
What was the scene like for cupcakes in your area before you opened?
What scene? LOL! We opened in a suburban city northeast of Sacramento where cupcakes were non-existent. We rolled into town and gave new vitality to the street we opened on. It's been really fun to hear the comments from our customers about how long the area has needed something new and fresh and how we fit the bill perfectly!
You say on your site that part of your motivation was to build a better cupcake. How have you done that? What makes your cupcakes special?
As we are noticing, the primary element that sets us apart is so simple…we bake everything from scratch and use such simple but good ingredients. I think it really all comes down to our core ingredients. You will not find a single "mix" in our shop. People know the difference and it’s really paid off for us. We get comments like, "your frosting is just dreamy," "your cake tastes like my Grandma's scratch cake," etc.
Which flavor(s) are the most popular?
As many flavors as we have, it always surprises me that chocolate with vanilla frosting is still number one best seller. Number 2 is chocolate/chocolate and number 3 is red velvet.
What are your busiest times of the day/week?
Business days of the week are always Friday and Saturday. Saturdays are a zoo with countless orders going out the door, plus all the deliveries and our walk-in traffic. It's a beehive of action here on Saturdays!
Is there a typical Icing on the Cupcake customer?
No real "typical" customer. Our customers run the gambit. Everyone from the UPS man to Santa Claus (a recent visit in December). We have fabulous customers that have embraced our little bakery in a big way.
Do you also do catering and special events, and if so, how far in advance should people book you?
Yes, we do catering and special events. We have gorgeous custom towers that are covered in fabrics chosen by the client. Our tower books up fast so we have two more being built at the moment. We are overwhelmed with the number of weddings and events being booked, so the sooner you book the better. We need at least a week's notice for large special events requiring a custom tower.
Do you plan to introduce new and/or seasonal flavors?
We are always working on new flavors, seasonal or otherwise. For December, we introduced gingerbread, chocolate peppermint, raspberry bliss, to name a few. We also change some of our decorations according to seasons or events. We also do specialty cupcakes for different ad campaigns. For instance, we have a program where if a student brings in a straight "A" report card, they receive a free "smarty-pants" cupcake as a reward.
seasonal cupcakes
Why do you think there's been so much interest recently in cupcakes?
I think society has gone so over the top with technology, fast food, hurry up, better/faster/more that we are starting to look back for better times. It boils down to nostalgia, comfort food, a small indulgence…who doesn't like cupcakes?
And now for some personal questions…
How often do you eat cupcakes?
About once a week I splurge on a cupcake.
What's the best thing about eating cupcakes?
The instant flashback I get to my childhood birthday parties and total innocent bliss. They just make me smile every time I eat one!!
What's your favorite type of cupcake?
"Old School"…chocolate cake with buttercream frosting.
How do cupcakes compare/contrast to other baked goods for you?
There is no comparison. Cupcakes first…everything else comes second. They are the perfect treat. If I had to choose a "second," it would be blackberry pie!
Is there any innovation you'd like to see made to the cupcake that would improve it for you?
If there was only a way to ship them…They are just too delicate. The only way to ship them is unfrosted or frozen, and neither is appealing if you ask me.
Do you bake your own cupcakes? Or (even better) have someone who bakes them for you?
I started out the shop being the butcher, baker and candlestick maker. We now have a full time baker who is an absolute godsend!
What's your first cupcake-related memory?
The smell of mom baking yellow cupcakes for an after school treat for me and my friends.
What's the most fun you've ever had with a cupcake?
I would have to say getting to participate in the creation of all of our marketing and advertising around cupcakes has been so much fun. My background and degree are in marketing so getting to actually market something so close to my heart has been really exciting. Cupcakes all day, every day! Gotta love it!
Do you have anything else to add?
I really enjoy your website and find myself visiting often. I appreciate your interest in Icing on the Cupcake and hope that you three cupcake cuties will stop in if you are ever in the area.
signature cupcake
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