Wednesday, October 23, 2013 , Updated 12:00 p.m., October 24, 2013
Cupcake shop Smallcakes will open three stores in DFW by December
They don't plan to compete with Sprinkles. The focus is to be a "neighborhood cupcakery," said the owner.
Smallcakes cupcake shop is coming to the Dallas area in no small way.
With its first DFW location open in Southlake as of last week and stores in McKinney and in Dallas' Mockingbird Station opening December 1, the owners of the Kansas City-based bakery plan on more in North Texas to come.
The brand currently has 56 shops in the U.S., mostly in the Midwest and Deep South. In Georgia, 15 franchises opened in 2013 alone, with five in Atlanta. Martin hopes Dallas will mirror that growth.
"I have a feeling we can definitely grow a lot in Dallas," said Jeff Martin, who owns Smallcakes with his wife Brandy Martin. "Houston has been petering on three or four [stores], but Dallas, I have so much interest in Dallas."
Smallcakes became nationally known when Jeff Martin appeared in Cupcake Wars Season 1 and presented judges with a pumpkin cupcake in which he forgot to add pumpkin. He was voted off for the mess-up, but Martin made light of the situation by buying billboards and making T-shirts about the mistake. He's since been on Cupcake Wars two more times but has yet to win.
"People remember me because of the funny things and the crazy things we do," Martin said, mentioning the Season 7 episode where he hit a mixer and his cupcakes went flying. "I'll take being the best loser any day."
Because of the pumpkin incident, franchisees are required to sell the "infamous" pumpkin cupcake between September and the end of the year, Martin said.
Each shop sells 12 signature cupcakes -- like the Lemon Drop (lemon cake with lemon buttercream), "Famous" Red Velvet (topped with cream cheese frosting -- Martin's favorite) and Chocolate Cream (chocolate cake filled with buttercream and topped with fudge frosting). Then, store owners choose six to eight additional flavors from Smallcakes' stash of about 100 recipes. At the Southlake store, for instance, they created a cupcake called Dragon Lemonade to honor the Carroll Senior High School mascot.
Our own digital editor Amanda Wilkins lived in Kansas City, home of Smallcakes, for 14 years and said they were addictive. "We lived all the way across town from Smallcakes, but we would make special treks just to get our hands on them," she said.
The Mockingbird Station Smallcakes replaces a now-closed Cold Stone Creamery. Martin said many of his stores replace ice cream or frozen yogurt stores.
The McKinney store will be located on Stacy Road, Martin said. We will update this story with the address when it is available.
The company is named after the Martins' daughter Lily, whose nickname was Smallcakes when she was 1 year old. The cupcakes for sale, however, are standard size.