More Cupcakes opened today in Chicago

More Cupcakes Bacon Brown Sugar Maple and Passion Fruit Meringue photo by Flickr user berklieblog (and the blog Berklie - all other photos courtesy More Cupcakes



More Cupcakes opened today in Chicago and already has locals buzzing. They did a big PR blitz too. More details coming soon.

The blog Chicago Bites covered the opening, and has a Flickr set here. They wrote largely about More's setting, packaging and future prospects, but here's what they said about the taste:

I'm impressed with what I tasted at More. The thought and attention to detail that has been put into this venture may just be enough to put More ahead of the pack.

With 50 different savory and sweet varieties slated to rotate through the store, including seasonal specials, there's a cupcake for everyone.



Christopher Borelli at The Chicago Tribune blog The Stew wrote:

But the BLT (right) was available, and holy ranch dressing, we really liked it, a tiny mountain of a dish -- an almost biscuit-like base sprinkled with real bacon chunks, capped by a saucer of ranch dressing and four tiny slices of red and yellow tomato. "That's interesting," we said. And "That's lunch," we said. And "It's not that different from a sandwich," we said.

Next up, the bacon-brown sugar maple cupcake -- which tastes like pancakes, rather dry pancakes, and the bacon (nestled on top, and spread throughout) has the rough consistency of beef jerky. But it is compelling. The signature cupcake is simply the More, and identical to a Hostess Cupcake (chocolate, marshmallow-filled) but the chocolate is richer and the base moist without being airy. (More marshmallow, please. But otherwise it works.) Lastly, the salted caramel -- which elicited gasps as we cut into it. It appears staid, then the standard-looking base breaks apart in a flood of light brown caramel lava that's salty without being harsh. "Wow," we said. "Really, really rich," we said. "Worth it," we said. What we meant was, at $3.50 to $4.25 a cupcake, they make a pretty satisfying snack.



From More Cupcakes' press materials:

"We wanted to create a business that was upbeat and fun, and what could be more fun than cupcakes?" says Rothman. "Not only are they delicious, but they are also small enough to fit in one hand, so we can all indulge in cupcakes and not feel so guilty."

"In regards to developing savory recipes, I've worked to put my thoughts into an entirely different perspective," says Maturatai. "My creative approach is to look at everyday items and apply them to the cupcakes I create."

Showcasing this creative way of baking, Maturatai found himself dining at fine restaurants, looking at diverse ingredients for inspiration. MORE's Caramelized Onion cupcake, which features an olive oil buttermilk cake, topped with caramelized onion frosting and candied pine nuts, is evidence this practice works.

"Cupcakes appeal to everyone," continues Rothman. "They're small, precious, artful. You hold one in your hand and know that it can be yours alone, a guilty pleasure. We learn this early, as children. Even as adults, we all still have that soft spot for cupcakes, a tiny, magical, decadent splurge that's all our own."