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December 6th, 2011Creating a Buzzworthy Brand

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by Richard Kallman
WashingtonPost.com

Staten Island, NY – The CupcakeStop started with its first gourmet mobile truck in New York in the summer of 2009 and in November we reached a major milestone when we opened our first kiosk at Staten Island Mall. We’ve been able to grow during the recession and the current economic malaise by focusing our attention — and financial resources — on creating buzz to build our brand name.

This year is turning out to be much stronger than 2010, partly because of investments we made in advertising. Our brand is becoming more popular and we’re seeing lots of foot traffic at the kiosk. Sales are up 24 percent. Targeting high-end retail space, like our location at the General Growth Properties mall on Staten Island, is going to be the company’s path going forward. We are currently looking at three more mall locations in 2012.

Cupcakes are a fun little treat that just about everyone enjoys. We bake everything from scratch — that’s our tag line. Because the price point is on the lower end, we haven’t felt much of a negative economic impact like luxury goods, such as jewelry. I was able to get it running fairly easily and grow it quickly. Last year, we added a second truck, partnering with a Philadelphia cheese steak company called Phil’s. They’re the savory and CupcakeStop is the sweet. The idea is to have two fantastic brands on one truck — we think that will be a very franchiseable model.

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