Frostings Cupcake Boutique Bakes Up A Solid Business Model
With the economy in its current state, many people are thinking twice about starting new businesses. Not Matthew Fraker or Jason Ferrell. The two are baking up a new business the same way they bake their cupcakes: from scratch. They’re currently in the process of opening Frostings Gourmet Cupcake Bakery, in the Short Pump Station shopping center on West Broad Street.
Fraker, a high school teacher for several years, got the idea for Frostings after visiting several cupcake boutiques in New York City, including the popular Magnolia Bakery, with a group of friends. “We noticed the prevalence of [cupcake bakeries] there,” Fraker said. “Each seemed to have its niche. We came back and started talking about [starting our own].”
Fraker decided to take the plunge and start his own cupcake business with Ferrell last year. The two began baking cupcakes out of their home ovens and taking orders over the phone and web. Word quickly spread and they soon began thinking about the possibility of opening a storefront. “There was nothing really like this in Richmond at the time,” Fraker explained.
When asked if they were worried about the economy impacting their business, they quickly brushed it off. “[Cupcake bakeries] are a hot concept right now and the business model has withstood the economy,” Fraker said. “It’s a small luxury that makes people happy, and besides, who doesn’t love a cupcake?”
The duo is confident they picked prime real estate for their business, too. “Short Pump is the bullseye of our demographic,” Ferrell said. Their business is targeted towards women and children, both of whom already frequent merchants at Short Pump Station, such as Petco, Five Below and Pizza Fusion. “We were really drawn here because of Trader Joe’s, too. Moms and their kids are always streaming in and out,” Ferrell said. “We knew this is where we wanted to be,” added Fraker.
Though there are already two other cupcake bakeries in Short Pump, Frostings will offer something the other two don’t have: space for parties. The large, open room in the back of the store will offer structured celebrations led by staff for everything from birthdays to baby showers. The owners anticipate this will be offered approximately a month after their grand opening.
When the two accepted orders over the phone and web, they only sold their cupcakes by the dozen. They plan to sell them both individually and by the dozen in the bakery, and will offer eight different flavors to choose from daily.
As construction on the shop winds down, the pair is shooting for a mid-April opening date, and are currently accepting applications for pastry chefs, bakery assistants and cashiers. The application can be filled out on the Frostings website.
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I wish the owners success, but despite their notion that a cupcake business is recession proof, I wonder how popular $2.75 cupcakes will be. That seems pretty steep to me.
Just because we are in a recession doesnt mean that everyone is struggling. The river still and always will continue to flow, meaning; blessings continues regardless of what the rest of the world is going through, some will continue on and some will have minor set backs. I commend Fraker and Farrell for pursuing their dreams of becoming entreprenuers, that shows great courage and belief and their ability to succeed when the rest of the world has stepped back to wait for change…
@Short Pump Mom – I'm so excited. These cupcakes are absolute heaven! I've seen prices much higher ($4) than theirs for less quality! These things are blessed with love. More power to Frostings!
Frostings has the BEST cupcakes ever! Simply stated! If you want a little indugence then definately go! You won't regret it. I assure you the cupcakes are a little it of heaven and totally worth the price! May I recomend, Tiramisu, Margarita, Salted Caramel or strawberry shortcake for starters. All are delectable!! If you like something more traditional Wendy's Red Velvet is the way to go! YUM!
Do you think the might of copied SPRINKLES CUPCAKE? Even down to having different flavors on different days. Get you own idea Frostings. And I might say Frosting ISN"T as GOOD as SPRINKLES.
Kathy, almost EVERY cupcake bakery offers select flavors on certain days. It's a way to ensure that they don't have hundreds of cupcakes left over at the end of the day. And if you had any knowledge of cupcake bakeries, you'd know that almost all stores are named some type of variation of Sprinkles/Frostings/Sugars. I agree, it's not very original, but it's by no means a copy of Sprinkles.
Well said, Cally! I am opening my shop in Missouri soon, too. Why totally reinvent the wheel when you don't have to. Thanks again! Cally
I experienced the tasting of "Frostings" cupcakes in the dressing room at the West End Assembly of God Church this past weekend. The turtle was wonderfully done along with the rest of them. They are sure to do well in the Richmond area and if they don't then folks don't know what is good. I am ordering a dozen tomorrow to take to a baby shower. Thanks again for the pleasure of what you now offer Richmond. Much success to you and your business.
Wishing you well.
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