You can be on Entrepreneur’s cover!

Georgetown Cupcake Founders: We're Living Proof That the Cupcake Isn't Dead Reports of its death have been greatly exaggerated, say the duo behind one of the nation's leading cupcakeries.

By Geoff Weiss

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Amidst the sweet proliferation of uber-trendy macarons and perplexing pastry mashups (we're talking to you, Dominique Ansel), what's a lowly cupcake to do?

The demise of the cupcake, it seems, has been projected for years. "The icing is coming off America's cupcake craze," The Wall Street Journal declared in April 2013. "The death of the cupcake is a victory for womankind," Jezebel added to the rallying cry.

But the beloved treats, whose origins actually trace back to an American cookbook from 1796, simply refuse to die.

At Georgetown Cupcake -- one of a handful of uber-trendy vendors that also includes Magnolia Bakery, Crumbs Bake Shop and Sprinkles -- lines still snake regularly around the block. Distinguished by its D.C. origins, it might even be said that the modernist white storefront has become its own Washington monument of sorts.


Georgetown Cupcake Founders: We're Living Proof That the Cupcake Isn't Dead

The Washington, D.C. flagship storefront.
Image credit: Georgetown Cupcake

Related: Government Shuts Down 11-Year-Old's Cupcake Business

And while the shop's success was immediate upon opening, its founders say, business has never been better than it is today.

"The media likes to peg things as hot," says 36-year-old Sophie LaMontagne, who established the bakery in 2008 alongside her sister, Katherine Berman, 35. "But cupcakes are a staple of the dessert landscape in the U.S., and they're always going to be."

Lip-smacking variations like salted caramel and lavender earl grey teacake -- topped off by the bakery's dense yet buoyant "signature swirl" of icing -- have spawned a fleet of storefronts across the country.

It has also turned the affable sisters into reality stars on TLC's DC Cupcakes, which frequently depicts them -- hovering over bedazzled Kitchen Aids in their famed pink aprons -- concocting sculptures composed entirely of miniature cupcakes.

Related: Cinnaholic Says Cinnamon Buns Are the Next Cupcakes, And 'Shark Tank' Agrees

But beyond reality television notoriety, LaMontagne and Berman boast serious street cred. While cupcake dissidents often contend that the desserts are unsophisticated or too easy to make, the bakery actually rose to prominence as an unexpected darling of some of the nation's most celebrated food critics.

Early on the morning of February 15, 2008 -- on its second day of business -- Washington Post food writer Walter Nicholls knocked on the bakery's front door. "These are great cupcakes," he eventually proclaimed in a profile that the sisters say put them on the culinary map.

Its hallowed status within foodie circles was cemented by a visit from Frank Bruni, chief restaurant critic for The New York Times. "Each different cupcake was beautifully colored and decorated prettily but sparely," he gushed later that summer.

The sisters are able to maintain such strict quality standards, they say, by specializing on cupcakes and nothing else. "We really wanted to do one thing, and do it best in class," Berman says.

Related: If You Fry It, They Will Come. Cronuts and the Business Case for Imitation.

Competitors, on the other hand, have chosen to diversify -- perhaps given the cupcake's precarious fate.

While Magnolia Bakery offers a full assortment of puddings, cakes, brownies and bars, Sprinkles branched out into ice cream and cookies in May 2012.

And as foot traffic has plummeted at Crumbs -- which was recently delisted from the Nasdaq -- the company said it would bring its Cronut knockoff, conspicuously dubbed the Crumbnut, to retailers like BJ's Wholesale. The company is also licensing its name for branded coffee and baking mixes to be sold at supermarkets nationwide.

The only expansion Georgetown Cupcake is seeing, however, is a propagation of new stores. Its latest location -- joining branches in Bethesda, Md., New York, Boston and Los Angeles -- is slated to open in Atlanta this September. Delayed for over a year due to construction hiccups, the unveiling will be heralded by a new cupcake flavor, Peaches and Cream.


Georgetown Cupcake Founders: We're Living Proof That the Cupcake Isn't Dead

Peaches and Cream cupcakes.
Image credit: Georgetown Cupcake

Related: What the World's Most Expensive Doughnut Looks Like

And to complement its ecommerce business, which comprises roughly a third of total revenues, the company is rolling out its first-ever mobile app. Coming next week, it will enable customers to pay for cupcakes in-store and earn rewards, as well as to place bulk orders on their smartphones.

Not bad for two sisters with no baking experience whatsoever who decided to abandon their successful corporate careers after having long been beckoned by an entrepreneurial "spark."

And in the face of naysayers decrying the cupcake's demise, the sisters say that seeing the tangible results of their labors -- being devoured on street corners or decorating wedding parties, for instance -- has already been more gratifying than either of them could have ever imagined.

"All we ever wanted," LaMontagne says, "was to make something of our own, to be our own bosses, and to build our own little piece of the world."

Related: Girl Scout Cookie Sales Are Blazing Outside of a California Marijuana Clinic

Geoff Weiss

Former Staff Writer

Geoff Weiss is a former staff writer at Entrepreneur.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

This Dad Started a Side Hustle to Save for His Daughter's College Fund — Then It Earned $1 Million and Caught Apple's Attention

In 2015, Greg Kerr, now owner of Alchemy Merch, was working as musician when he noticed a lucrative opportunity.

Business News

I Designed My Dream Home For Free With an AI Architect — Here's How It Works

The AI architect, Vitruvius, created three designs in minutes, complete with floor plans and pictures of the inside and outside of the house.

Business Ideas

7 Link-Building Tactics You Need to Know to Skyrocket Your Website's Rankings

An essential component of SEO, link building is not just a 'Set them and forget them' proposition, but a dance of skills and strategies.

Business News

This Fan-Favorite Masters 2024 Item Is Still $1.50 as Tournament Menu Appears Unscathed by Inflation

The pimento cheese sandwich is a tradition almost as big as the tournament itself.

Business News

Here's One Thing Americans Would Take a Pay Cut For — Besides Remote Work

An Empower survey found a high percentage of respondents would take a pay cut for better retirement benefits and remote work options.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.