Sprinkles Cupcakes helped kick off the gourmet cupcake craze that swept the country in the mid-2000s, turning what used to be a kids’ birthday staple into something adults would actually line up for.
While Magnolia Bakery in New York got things started (thanks to that famous Sex and the City scene), Sprinkles took it to another level when it opened in Beverly Hills with upscale ingredients and creative flavors.
Now, after two decades of sweet success, the story has taken an unexpected turn with Sprinkles Cupcakes reportedly shutting down all of its stores, bringing a 20-year run to an abrupt end.
Founder Candace Nelson confirmed the closures in an Instagram post, saying the company’s final day of service will be December 31. Although Nelson sold Sprinkles to private equity firm KarpReilly Capital Partners more than a decade ago and is no longer involved in operations, she said the news still hit close to home.
A bittersweet farewell to a Beverly Hills icon
In a statement to KTLA-TV, Sprinkles said it made the “difficult decision to transition away from operating company-owned Sprinkles bakeries.” No additional details were provided, and the bakery chain did not explain what led to the shutdowns.
The brand currently operates more than 20 storefronts across six states and Washington, D.C., including nine locations in California. Its website still lists a Burlingame shop as “coming soon,” an opening that was announced on Instagram earlier this month. Sprinkles also runs about 25 cupcake ATMs nationwide, though it is unclear whether those machines will remain in service.
News of the closures sparked a wave of reaction online. Fans, including celebrities, shared memories tied to Sprinkles cupcakes, from birthdays to late-night ATM stops.
“This is such sad news as I have loved Sprinkles cupcakes since you opened,” wrote actor Lacey Chabert. “I’d wait in line for that strawberry cupcake and was obsessed with the cupcake ATM,” she added.
Others, including former employees, were less sentimental. Several commenters on Sprinkles’ social media pages said they were given little notice ahead of the shutdown.
“Cupcakes are sweet. One-day layoff notices are not,” one comment read.
About Sprinkles
Sprinkles opened its first location in Beverly Hills in 2005, after Nelson left a career in investment banking and trained as a pastry chef. The brand quickly became synonymous with the cupcake boom of the late 2000s, known for flavors like red velvet, ginger lemon, and s’mores.
It kept finding ways to stay in the spotlight. In 2012, the company introduced its cupcake ATM, which felt both ridiculous and genius at the same time, but it ended up helping cement its place in pop-culture food history before Nelson exited the business.
Celebrity endorsements helped build the hype. Oprah famously ordered hundreds of cupcakes for her studio audience. Tom Cruise was spotted picking up Sprinkles cupcakes for personal occasions. Before long, waiting 30 minutes for a single $4 cupcake didn’t seem so crazy anymore.
But that era has come to an end. With all company-owned stores now closed and no clear explanation from ownership, what happens next to the brand and its ATMs remains to be seen.
Source: SFGATE