And the winner is...

And the winners are...was written in the subject line. It was an undisclosed eblast. I assumed all the participants of the battle received the news. It was "the" email from Macy's. Just about three weeks had past and not a word. I tried to convince myself that winning didn't really matter as much as knowing I did my best. Huh! So much for that.

Isn't it always about winning? Ask Lebron James!!!

I refused to concede just because I was up against one of New York City's most famous bakeries!!! Some say "they" are responsible for starting the whole Cupcake Craze. Seemingly, that would be a recipe for intimidation. Not! Even if that were true- I love a challenge. Colossal or mini. Pun intended. So what if "they" consistently have lines wrapped around several blocks on sixth avenue. Did it really matter that cupcake aficionados would travel cross country just to indulge in a certain bakeries handheld treats? Sure "they" have even been on the Martha Stewart Show, shipped cupcakes to Oprah, visited by Hollywood's finest etc... etc... ! Really, what was the big deal? "I" was the "mom minus the pop" shop. A start-up. So was Google once upon a time!!! Where are they now? Ha!

By the way, "they" are famed Magnolia Bakery.

This was the real life Cupcake Wars...no edits, cuts, takes, do-overs, wardrobe, hair or makeup. Just raw footage. Oh, did I mention that both my parents earned Master's Degrees in child psychology with a speciality in self-confidence fortification. Perhaps, I could blame my optimism on them. Either way, I enthusiastically accepted the challenge. Crazy or Brave? We'll see...

As I scrolled down to the winners...I moved closer to the screen, slide to the edge of my seat and read every letter that formed each word. I wanted to be sure I didn't misread, misconstrue, misunderstand or encounter any of the other misses. Instead, I inhaled the entire email as if I were Vanna White turning over yet another appetizing vowel. Then, I read it again. I refused to be a victim of fine print.

It read...

"A special thank you to all of our wonderful chefs who participated in the Battle of the Summer Favorites! The competition was stiff and the judges were impressed by everything that was dished out! It was a great month long event that excited customers and the store and after tallying all of the votes, I'm pleased to announce the following winners!"

Battle of the Crabcakes:
Chef Matthew Hughes, Blue Water Grill

Battle of the Burgers:
Chef Brian O'Donohue, Primhouse

Battle of the Guacamole:
Chef Scott Linquist, Dos Caminos

And........


Battle of the Cupcakes:
Nicole Friday, The Cupcake Craze

OMG!!!!!!!

SHUT. UP.!!!!!

SERIOUSLY!!!!!!!



I WON!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!


Thank you to all of you who voted for me. I'm so excited!!!!!!

posted by Nicole Friday for the Cupcake Craze

Cupcakes Delivered

It arrived in our info box. Like the others, it had a "from", "subject" "received." The request read: we would like to place an order for seven dozen assorted cupcakes, especially the Amaretto Pineapple Upside Down and the Sweet Potato to be delivered at 12noon-- tomorrow. Tomorrow??? It was 5:45pm. That was less than 24 hours. Just one problem, I didn't have any-- STAFF!!!!!!! For the most part, I'm it!!! No sous chef, no assistant, no mother's helper. NA-DA. Just me, myself and I. How could I pass on this "big" opportunity? One thing could lead to another and who knows??? Ugh, I was in a bit of a pickle. Sure, without even a wink of an eye, I could pull this off. But, then there were the kids, my kids; the husband, my husband and oh lets not forget the shower: Necessary! Seemed like an impossible task for even the most skilled. Obviously, the Craigslist Ad, I had been meaning to post served absolutely no purpose now. Bakers Assistant-WANTED!!!! Shucks.

Against all odds, I confirmed the order and bought two hours. They agreed to a 2pm delivery. Was I nuts? Probably. Willingly, I gave me, myself and I an impossible task. While my three alter egos battled, I ran the credit card. Waited. APPROVED. Let the baking begin.... I may be ambitious and a little over zealous, but I know the drill. Money first, cupcakes later.

I had twenty-three hours to go. I gathered my recipes, ingredients, equipment and "got to mixing". It was a reality show in the making. I was tempted to set up the tripod and attach the handheld. If nothing else, this was sure to be a "real" life episode. I passed on that opportunity. I figured YouTube had staying power.

Deliriously, I pulled an all nighter. Not really something at the top of my "to do" list. Those insane mid-term days had long passed. At 7am, I had to get the kids ready for school. Thank God, my four year old is pretty self sufficient. As long as one color on the shirt and pants match--it's an outfit. He's happy--I'm happy. I made sure my little one was groomed and dressed appropriately. Then, off to school they went. As for me, I was back to cupcaking.

By 11 am, the cupcakes were done, boxed and ready to go. Believe it or not, I made it with time to spare!!! Now, I had to deliver the cupcakes. Yep, "me deliver the cupcakes too"! But, not without disguise. I grabbed my Pam Grier hair, my inspector gadget hat and MJ's white glove without the studs and proceeded to the ninth floor reception. I was prepared for my fifteen seconds. I couldn't be the little fish in the big pond. OH, NO! I had to be like the "others." This was it! So, I cleared my throat, lowered my voice and announced, "cupcakes delivered".

posted by Nicole Friday for the Cupcake Craze

Cupcake Mission

It was like a blind date. Sort of. I was persuaded. Grudgingly I agreed. For me, it was the superior mission that kept me motivated. We've all been there. Agree to something that simply makes us regurgitate at the very thought. Indeed, I said "yes"! Not that I had a choice. It was a friend of a friend thingy. So, I gritted and smiled at the cameras. It was three minutes, at most. Grant it, a long three minutes. I kept my eyes on the bigger picture. The optimistic pay off. The end result. The walk down the aisle or in this case the runway.





Before, hitting the catwalk, I made a special delivery to the producers. An afternoon sweet snack is simply irresistible. The Red Velvet cupcakes with swirled cream cheese frosting was all the buzz around the studio. Who? What? Where...echoed throughout the hallways while the makeup artist tweezed my untamed eyebrows to perfection.

First, I had to fulfill my commitment. Done. Then, it was all about my personal assignment. Still dressed as if I just walked out of Vogue's fashion closet and Revlon's makeup studio, I introduced myself as the "cupcake lady". I'm rarely forgotten that way. Hey, whatever works! I happily distributed my business cards, answered the previous who, what, where questions and entertained any others. At that moment, I was an open book. The floor was mine. Perhaps, they were all delirious from the sugar rush. Not sure....wasn't important! With my hand raised and my bright whites beaming, I asked enthusiastically, "anymore questions????."

The next business day, I followed up. I emailed all 52 people I met. My cardholder was filled with random names none of which had mine on it. Didn't matter as long as one person responded. Preferably a decision maker. But, I'm begging not choosing. So, whatever. I received, ONE.....it said, "I LOOVVVVVVE YOUR CUPCAKES'!!!!!! From.....the producer. Wow!!!!

.....the return invitation. Of course, minus the arm twisting.

Mission accomplished! Stay tuned......

posted by Nicole Friday for the Cupcake Craze

Bread & Butter Cupcake "copy"

For me, bread and butter are the beginning, middle and now "the end" of any course. Have you ever heard of "Bread & Butter Pudding"? OH. MY. GOD!! I got a taste of that sweet life while on a culinary retreat in the islands. By the way, anytime food meets my world, it's a "culinary retreat." It was unbelievable. Besides cupcakes, I have never tasted anything so darn good. Like every course, the server highly recommended the dessert. We took our chances repeatedly. It's so frustrating when restaurants serve up great entrees, then fall apart at dessert. We risked it all. And, unanimously decided to share the pudding. BIG MISTAKE. Never have I felt the desire to stab my comrades with a fork. The pudding was sooooo delicious, it made me selfishly and childishly want to hog the dish and yell, "no mine." I literally wanted to stick my face in the pudding as if I were bobbing for apples and give it a "Mr. Clean" shine. Down to the last drop we scowled at the sight of another fork gesturing towards the plate to experience more of the silky smooth delight. It was a valuable lesson learned. In the future, I will cautiously commit to family style sharing.

With most desserts I encounter, I consider the test kitchen. Subconsciously, I'm always looking for new desirable treats. This was no different. Each time I dove into the pudding, I felt an uncontrollable urge to sift, whisk and bake. I wanted to taste every ingredient to make a cerebral shopping list. Unfortunately, I hadn't cleared out the history and cookies in my mental save drive, so in the absence of paper I jotted down a few notes in the palm of my hand. To say the least, the sous chef wasn't eager to share his secret killer recipe. So, I left it up to the speckled taste buds wagging inside my mouth and avoided washing my hands.

I held onto the delicious memory of my encounter with the "Bread & Butter Pudding" until returning to the states. I transferred the list to my journal and washed my hands of any unsolicited germs. First chance, I ordered the necessary ingredients for my creation. The delivery should be any day now. Meanwhile, the test kitchen awaits. I am eager to try my new recipe. I'm sure it will be a few trial and errors, but I am hopeful that the smooth taste of my new "Bread & Butter Pudding Cupcake" will be more than desired.

I'll keep you posted.

posted by Nicole Friday for the Cupcake Craze

The Working "Cupcake" Date

It started out as "just a date." Instead, it became a working lunch. For me, at least. Four days before, our "date day", we were ambivalent. The movies--boring. Dinner--don't want to talk about the kids! Broadway Show--so not a cheap date! We tossed around a few ideas, all following tentative. MoMA was a consideration. Definitely, far from the usual. Not a first thought, nonetheless, a cultural experience is always broadening.

I jotted it down in our [His & Hers] couples calendar. Prior to "date day", I researched the Internet and perused through past issues of the New York Times (the ones you swear you'll read at some point). I noticed an advertisement for the Architectural Digest Home Design Show happening the same weekend as our "date". Perfect. Since, it was ultimately my decision, according to him. It was decided. The lineup included exhibits, designer seminars, free consultations AND, a culinary pavilion!!!! The chefs featured were from the "hottest spots" in New York City restaurants. Bingo. We were SO there!

I visited the site http://www.archdigesthomeshow.com/ to find out ticket & registration, hours etc... Since our rendezvous was settled, I became more curious about the culinary demos. I needed more information. With three days to go, the participants were confirmed. But, what about next year? Does the company produce other events that showcase culinary demos? The rhetorical questions continued. The answers were essential. Thus, I called to inquire about the contact. I wanted to share my information for future events. And, why not? I had nothing to lose and maybe a demo to gain.

Later, I left a message for the director. We exchanged a game of tag. Eventually, speaking the day after. She asked the who, what, where questions, and I responded enthusiastically. She requested that I email here my contact information for future events. That was enough for me. Mission accomplished. I continued the day as scheduled. Checking her off my "to do" list.

That night, around 9pm, I sent it. At 9:45pm, I called it a night. I was exhausted. About, 6:45am, my two alarm clocks (boy 1 and boy 2) awakened. I wiped the sleep from my eyes. Stretched every ligament in my body until they snapped, crackled and popped. Had a solo meeting in the "ladies room". Then, proceeded downstairs with my crumb snatchers. Got their bowls of cereal. Turned on my blackberry. Browsed my emails. There was a response from the "director lady" of the Architectural Digest Home Design Show. It read: delivered. Great! At 10:30pm, about an hour after I sent my initial email, another posted. I clicked open...

"I had a cancellation for Friday 12-1pm, do you have any interest in doing a culinary demo?" That was her reply. I reacted...What? I paused. Meditated. Allowed the heavens and earth to come together. Yes, all of that, and then some. Before long, the kids began to harmonize, "mommy, mommy." The entire 3 minutes felt like excitement and fear were erupting towards the finish line. I had to respond without seeming anxious or desperate. This was HUGE!!!

Victoriously, I battled the sparing match. Maintained my composure. And responded, with...AB-SO-LU-TE-LY!!!! She replied immediately...FANTASTIC!!!!! I'll have my assistant contact you with all the details. SHUT. YOUR. MOUTH!!!

Did I just get booked to do the Architectural Digest Home Design Show? Yep.

The details: please arrive at 11am. Prepare a tasting for 75-100 people. Poggen Pohl is the sponsor. The kitchen is equipped with....

Say no more. I was off and baking.

It was Friday, my premier "cupcake demo". I was accompanied by a few unwanted butterflies that shadowed my every step. It was like an annoying fly that you keep missing with the folded newspaper or magazine. Where's the "butterfly" swat when you need it?

We (the butterflies and I) emerged from the darkness of the tunnel into sunshine city. I hoped the beauty of the sun would entice the butterflies to find another garden. No such luck. Mine was fine. Before, I proceeded to Pier 94, I confronted the unwanted "beauties". Next, I stepped out of my comfort zone into Martha Stewart's shoes for the day.

I arrived at the Pier. Prepped. And, stayed poised. There were about seventy or so tastemakers. Several preferred orchestra seating. Others, mezzanine was sufficient. Some onlookers were satisfied with standing room only.

The tech guy fitted the wrap around microphone on my head. We did a sound check...testing, testing... all was good. We were ready to roll.

The sponsor gave the intro... turned the show over to me....the butterflies had left the building....

"Hi everybody, my name is......,and Welcome to The Cupcake Craze".

posted by Nicole Friday for the Cupcake Craze

check out more photos: www.facebook.com/thecupcakecraze

Got Googled!

Has anyone notified Google? I pondered. Until now, I never really gave much consideration to how the Google people are "all knowing". Like everyone else, I just "Google". For everything and anything. Got a question? Google it. Want more information? Google it again. The searches run the gamut from cupcake ideas, to the latest kitchen gadgets to Forbes 2010 billionaires list. Guess who's in the top ten? It ain't Tiger Woods either. THE GOOGLE PEOPLE!!!! Talk about pot-luck! How old are they? Seriously, they are rolling in the dough without the flour.

The importance of Google? Very. So, my internal question raised, has anyone notified Google? What about the yellow and white pages? Too prehistoric, unnecessary? Besides, who has the time to peruse through the alphabetical pages of ads and fine print. Somebody. Let's keep it real, The Cupcake Craze is a start-up company. Better call Y & W AND 411! City and State, please...Listing...

Find me! The Good Year blimp was a stretch. But, placement on Google--MAJOR. First page listing is crucial. Some may arrow down to the second page, perhaps even the third, if they're desperate, the fourth. Beyond that you've dropped off the radar. Next search. If you're unlucky enough to land on the 18th or 19th pages. Consider purchasing the "going out of business" sign. Who goes that far? The subject matter has to be really loaded.

I had to make the call. From one All-Purpose Flour to the Unbleached En-RICHED. We spoke the same language. Sort of. You know, a BFF (in this case, in my head "only"). The

Google headquarters would hear from me! I wanted to be added to the list of "all knowing".

Now, I realize in the spectrum of the world "we" are a mere smidgen of cupcakery with big hopes and dreams, not that I would allow that to be a deterrent. I'm just saying! I will try to keep things in perspective when delivering my product dissertation. But, before I embark on that power move.

I figured, why not test it for myself. With a reputation that supersedes search engines, perhaps they already looked into their "info bubble". So, I Googled, The Cupcake Craze...

Ahem...about that call..not necessary! Damn, they're good!

posted by Nicole Friday for the Cupcake Craze

"We're Open For Business"

We've launched!!! We're Open for Business!!! Now what? It's one of those "hurry up and wait" sort of things. It's the norm in fashion, radio, tv and film. In an industry where there is hair & make-up, directors, producers, talent etc...there's a lot of moving pieces to coordinate. In the cupcake world, you have three...Ready. Set. BAKE. Hardly, a complex movement. Now, that's not to say I haven't put in the hours. My family can attest to that. Thanks fam for your love and support! I owe you some really special cupcakes! Smooches.

For days, weeks, months, we've grinded it out. I have to give kudos to my web designer (artoftanishasmith@gmail.com). She's got stamina. We've been around the world or the web a hundred times or more. Whew! I can be so indecisive. Maybe creative is more appropriate. I never really saw myself as a perfectionist or pest! Oops, did I say that? I'm just passionate, that's all.

So far, I've received some really cool feedback from the site. Apparently, a few of you have seen it. In case, you haven't here you go http://www.thecupcakecraze.com/. By the way, "We're Open for Business". Lol! Since the launch, I've received tons of inquiries. Several orders and lots of "cupkeeeekkeesse peeeeezzze, mommy" from my kids. It's pure torture for them. Mommy, apologizes in advance. Bring on the orders!!! Having an event? We're the perfect guilty pleasure.

Even the search engines are the craze. Call me a late bloomer. I avoided the whole facebook, twitter thing long enough. Whenever someone invited me to join. I responded with. Ignore. So not interested! I've since succumbed. Mainly, because my publicist told me I had to. For the business, of course. I'm still navigating my way through. Who has time for all that? The mompreneur thing has got me strapped.

Inevitably, you can catch me tweeting (www.twitter.com/thecupcakecraze.com) or facebooking (www.facebook.com/thecupcakecraze.com). Blogging, I sort of get. My husband argues, is there anything sacred anymore. Sure it is. Just nothing I write about!

This weekend, a blogger inquired about the company and the menu. She asked, if we had a store. I explained to her that we are not a retail establishment, but a catering company. I told her our slogan, "your favorite desserts turned cupcake." Her response, "they sure are, as a matter of fact, I wanted to eat everyone on your menu". Love that! I asked her how she heard of us. She said, on facebook. Go figure!

The Cupcake Craze launched a week and three days ago. I have 27 facebook followers and 9 twitter followers. Wow!! Funny thing is, I have no idea who any of these people are!! Well, maybe a few. Does it really matter? I'm just siked! But now, there's this responsibility and pressure thing. It's like a fan base. Right? Stop me when I've gone too far. I feel like I have to write something clever every time. Engaging the audience is key. Even, I, who fought the facebook, twitter craze, don't want to bore my loyal followers. God forbid they unsubscribe!

At least, I could still post, "We're Open for Business"?

posted by Nicole Friday for the Cupcake Craze