The tailored suits stride along purposefully, starched white shirt, manicured nails, heels clip-clopping along the pavement with busy urgency. Until suddenly they stop, pause and back-track with reluctance and then growing excitement.
Hands pressed onto the glass. Fingers pointing. Squeals of discovery. Sighs of lust.
The Power of the Cupcake takes its hold.
Behold the girly cupcake. Small, cute and irresistably indulgent.
The Sex and the City girls are credited with creating extreme cupcake frenzy when they filmed a scene in 2000 featuring Magnolia Bakery in New York. Apparently the queues, which were already significant, began to stretch around the block after the episode aired.
And just so we Sydneysiders don't feel left out, we have Cupcakes on Pitt - a temple of worship for any female passerby.
There is a window display of girly goodness, a spectrum of flavours and colours, each prettily decorated with an emphasis on pink.
Whether they represent a sentimental throwback to an idealised childhood, a self-indulgent treat for the girl who's "worth it", or just another temptation for the perpetual sweet tooth, the packaging is key.
Lemon meringue cupcakes
I'd always been a bit cynical about the cupcake craze, but after staring at the window, you suddenly find yourself analysing the flavours, imagining the taste sensation and making a mental checklist to narrow down the options, in pursuit of the perfect companion for the journey back to work.
A birthday girl can never have too much cake. And a foodblogger who is set for New York is obliged to research the local cupcake scene before her departure.
Despite the variety of flavours on offer, I choose the plain vanilla. It's the simplest one but it's also the prettiest =)
The cupcake is surprisingly light and fluffy, with a good crumb and a delicate sweetness. The buttercream icing is thick and sugary and spread on thick with a flattened swirl.
It's sweet. It's pretty. It's for men and women. But it helps if you do like pink.
Cupcakes on Pitt
Shop 2, 323 Pitt Street Sydney
Tel: +61 (02) 9264 4644
Monday - Friday 8 am to 6pm
Saturday 10am to 4pm
All cupcakes are $3.50 each, or $5.00 with a cup of coffee.
12 cupcakes (a dozen) or more: $39.00 then $3.25 each
50 or more: $150.00 then $3.00 each
A Bondi store is also open at:
112a O'Brien Street, Bondi Beach, Sydney
Tel: +61 (02) 9300 8306
Monday - Friday 11am to 4pm
Related GrabYourFork posts:
Cupcakes on Pitt, July 2007
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11/20/2005 11:00:00 pm