Bakery Still Sweet on Cupcakes

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The cupcake craze appears to be over, but not if an L.A. baker can help it.

Crumbs Bake Shop, the nation’s largest bakery chain, closed all 48 of its stores in 10 states last week. Crumbs also stopped trading on the Nasdaq Stock Market on July 1.

But if it’s a trend, Elfie Weiss will try to buck it.

Her West L.A. shop, Hotcakes Bakes, is about to increase its space by more than threefold so she can add coffee, sandwiches and bread to the menu, which is now limited to cupcakes and desserts. Her specialties include creating wedding cakes and catering Hollywood parties.

“My location is so small that I cannot even have an espresso maker,” Weiss said. “At the very beginning I did sandwiches, but then I just had too many things to do, so I stopped. So I’m going to start doing the sandwiches again because I do a lot of catering.”

She bought the building where she’d been a tenant so she can expand from her current 825 square feet to 2,600 square feet and add ovens, a sandwich counter and customer seating. The real estate was $1.25 million and she’s investing an additional $300,000 for the rest of the expansion.

Weiss, who employs 25 people, is also planning a second location and then maybe more.

“That’s kind of like finalizing a business model so I can copy and paste it in different areas,” she said.

Weiss had worked as a voice actor before launching the business in 2005. She turned a corner in 2009 when she won a bake-off on the first episode of Food Network’s “Cupcake Wars.” The recognition she gained from the show initially forced her to step up production to meet demand.

“The hard part about being on TV when you have a small shop is that you have to completely change the business model,” she said. “You have to industrialize at a very small level.”

– Philip Joens

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