Further insight into Houston's Cupcake Scene

(Lemon Raspberry cupcake from Sugarbaby's)

Continuing from my previous preliminary look into the status of cupcakes in Houston, TX, I've since gotten in touch with Bridget Gould, owner of Sugarbaby's Cupcake Boutique. Sugarbaby's was started in 2007 as the first cupcakery in Houston, so I figured I should start from the roots.

As the local pioneer to spotlight cupcakes in her shop, Bridget provides an inside perspective on the current and possible future cupcake landscape. I asked her for her general thoughts on the Houstonian cupcake scene, and this is what she had to say:

Yes, Sugarbaby's was the first cupcake specialty bakery in Houston. [...] When we developed our concept, we really wanted to present this new trend in a different manner than what we’ve seen in other cities. Our Southerners appreciate service, a little personality, and anything unique. We wanted something more than the walk up to the counter, pay and go kinda place. We wanted our clients to have an experience – something to really tell their friends about. So we offered a gift boutique, a dining area to hang out and enjoy your desserts, and a party room.

As for the cupcake scene in Houston, I think we are dealing with a very different way of doing business here than what I see in other big cities. Even though Houston has one of the largest populations in the U.S. it’s also a very big city. Other highly populated cities have a large number of people in centralized areas, where as in Houston and our surrounding area, our neighborhoods and business districts are spread out. Cities like LA and NYC can get away with having several cupcake shops in a tightly knit area because there are so many people in those areas on a given day (walking traffic especially). I just don’t think the same applies to Houston.

To be honest, we LOVE the neighborhood we are in, and apparently our competition seems to want to “get a piece of the cake” now so to speak because we are seeing other cupcake shops in the process of opening in very close proximity to us. I’m not so sure that’s a good idea for any of us. I hate to think we will all be trying to reach the same client all the time and inevitably dividing our client base instead of growing it. Clients that live and work in some of our more suburban areas just don’t make that drive in as often – mostly weekends – and the clients right here in the central part of the city probably don’t want to have cupcakes EVERY day from a different place, no matter how much they like them.

My hope is that if each shop is able to find ways to make itself unique, we can all continue to keep our businesses going for the long haul – especially in our current economic situation. I think in some ways cupcakes have managed to make it through the recession so far because they are an affordable indulgence. We may not be able to afford a shopping spree on a whim any more, but a cupcake is a nice treat and pick me up from time to time.

I personally found her response to be representative of the cupcake scene in Houston that I couldn't quite put my finger on during my brief visit. Cupcakes in different locations depend a lot upon how the structural layout of the city integrates with the density of the population. I think vacillating between Houston and NYC really highlights this fact. On a happier note though, I've heard about a cupcakery in Katy, and perhaps more on the outskirts of Houston city limits, so I think the boundaries are expanding instead of building congestion.

What are your thoughts on Houston, or your own city, for how the layout plays a hand in cupcake expansion? Also, more recommendations for cupcakeries are always duly noted!