Cupcake Craze

Hooray! Today is National Vanilla Cupcake Day! Okay, so it’s really just a dumb promotional gimmick cooked up by the baking industry. After all, in New York City, every day is cupcake day. But not all cupcakes are alike. My favorite is a very special little $1 treat. And I do mean little.

When I walk through SoHo on my way to class, there is always a cluster of people outside of a tiny storefront window. They’re even there when it’s pouring rain. I can totally relate. Melissa Bushell’s small cupcake haven, Baked by Melissa, has been a deliciously popular destination for a little over a year and a half.

Although the Manhattan cupcake craze is not a recent phenomenon, the goodies at Baked by Melissa are a new concept with their tiny size- slightly bigger than a quarter- and big flavors. Cupcakes got their name in 19^th century America because their ingredients were measured by the cup rather than weighed. The past few years have witnessed a revolution in the cupcake world that borders on obsession. Media pundits have theorized that there is an uptrend in cupcakes because people want comfort food, especially during the recession.

Melissa has even jumped on the technology bandwagon. The bakery has a Facebook fan page, a Twitter account (bakedbymelissa,) and a website: www.bakedbymelissa.com.

Current Location: Get your cupcake fix at 529 Broadway (pick-up window on Spring between Broadway & Mercer.) The store is open from 11:00 a.m. to 8:00 p.m. daily. The phone number is 212.842.0220.

The owners: Melissa Bushell, 25, always enjoyed baking as a hobby. But when she was fired from her advertising job, this New Jersey girl decided to open her own bakery. Her brother and his best friend became her partners.

The size: Melissa opened the storefront window in collaboration with the adjoining restaurant, Café Bari. She bakes the small confections in the restaurant and sells them out of a window. The small space is perfect for such tiny treats! The bite-sized goodies are not only much cheaper than most New York desserts; they also leave people feeling a lot less guilty than normal sugary snacks.

The flavors: The bakery offers nine varieties daily: Mint Chocolate Chip, Tie-Dye, Cookies & Cream, Cookie Dough, Peanut Butter Cup, Cinnamon, Peanut Butter & Jelly, Red Velvet, and S’mores. The most recent addition is Cinnamon, but they plan to keep expanding and introducing more flavors. Red Velvet has been the most popular.

The reaction: Melissa’s homemade delights have caused quite the stir around the city. The cupcakes have been featured in The New York Times, Us Weekly, Daily Candy, and many more publications. The most exciting press opportunity was Melissa’s appearance on the Today Show with Kathy Lee and Hoda in March. And, of course, the best reaction is from the customers who clamor for these cupcakes every day!

What’s next? Right now, Melissa is focusing on opening her next permanent location in Union Square on Dec. 14. The new store is located on 14th St. between Union Square West and 5th Ave on the north side of the street.