The cupcake infatuation was in full swing during our time in Melbourne. We saw small shops spring up across the city dedicated to the baking and selling of cupcakes – small sponges covered with icing. Many cupcakes were extravagantly decorated to resemble anything but a sugary treat.
Cupcakes tick many of the boxes required to be the basis of a new craze. They are cheap to make, consistent, familiar, and infinitely differentiable through size and decoration. They can also attract the sizeable mark-up needed to maintain a business. A cupcake and coffee is often presented as an affordable luxury.
We saw this cottage industry appear in Melbourne and wondered if it would last. Other fads had come and gone. We moved shortly afterwards and I have thought little of cupcakes since.
So I was surprised to see a new cupcake store has opened in Lyon, France. When we passed the store it was attracting attention from others on the street. Passers-by commented and pointed out the business to their friends.
The cupcake store is clearly still a novelty in this city, Lyon. A food lover’s city in a country with pastries and delicious treats available on almost every street.
I wonder how the My Cupcake will fare against the established bakeries. It is unlikely to be the first cupcake store in Lyon but its existence suggests a growing market for treats from other cultures.