Photo by Kristen E. Olson from AM NY
"Cupcake Institution moves northward," AM NY
"It's been beyond expectations. Opening day, we ran out of product," Abrams said. "I think the volumes are going to be very similar [to downtown]. Just the way they manifest will be different. Downtown is touristy. ... They're not buying a dozen cupcakes. Here it's all families. People buy in bulk."
The success of Magnolia, he admits, is an anomaly. "If anyone thinks they're going to open up a cupcake shop and make millions they're kidding themselves," says Abrams, 50. "Magnolia is lucky. It's a very well-known brand and is able to do enormous amount of volume on its history, its quality and its product."
How is the new spot different? First, there may not be as many long lines wrapped around the block, as is the case with the Bleecker Street site. The space is twice the size of the West Village bakery. "We weren't looking for this much space … but it's allowed us many more opportunities to expand and offer what the space commands," says Abrams, for example a sitting area for customers and a separate room for private parties. Already 15 families have inquired about reserving the party room.
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