Building a Sweet Business Tweet by Tweet

Building a Sweet Business Tweet by Tweet

Food & Drink

Building a Sweet Business Tweet by Tweet


On a recent visit to Chicago, we met up with an exciting new company called Foiled Cupcakes, which creates and delivers 20 different flavors of cupcakes to the Chicagoland area.

The company officially launched in May, but owner Mari Luangrath had been steadily building buzz for her business for several weeks prior via Twitter, and the 140-characters-at-a-time messaging phenomenon has continued to be her key business driver. You can follow her on Twitter @foiledcupcakes.

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Tweeting Its Way to Sweet Success

Luangrath is pretty amazed by the buzz she was able to build just through Twitter. ‘I had no idea what Twitter was about before this,’ she says. ‘The following has grown to where we have people from Oregon, Florida and Missouri ordering cupcakes for friends and family living in Chicago. In fact, the entire business is supported only through word-of-mouth and online promotion, along with people who happen to witness our personal deliveries.”

Headquartered in the Chicago suburb of Naperville, Foiled Cupcakes provides an affordable indulgence and something positive, sweet and flavorful, which, according to Luangrath, is something everyone needs when times are tough (yes, that would be now).

It may seem simple, but the concept is tried and true. It’s nearly impossible to taste something so sweet and delicious without smiling—which, I noticed, all of our ‘taste testers’ were doing after sampling. Honestly, that’s the best part of working in the food industry, being able to taste luscious creations such as these.

When asked how she came up with the concept for her business, Luangrath smiles. ‘Cupcakes are all the rage and still growing in popularity worldwide,’ she says. ‘They provide little bits of goodness and have really gained in popularity as a trend. I love cupcakes, so the business folds into my personal passion.’

Using traditional foil cupcake wrappers, all-natural ingredients, real butter cream frosting, handmade fillings and European garnishes, the cupcakes are made from scratch by a team of professional Chicago-based pastry chefs. These are then hand delivered to any Chicago or western suburban location.

Luangrath got one of her best friends involved in creating the recipes and developing the on-trend flavors. It can’t hurt that her best friend is a chef. With a bond extending back to 7th grade, Luangrath says her friend is one of the most reliable, responsible people she knows. So it was only natural that she would ask this graduate of the French Pastry School to help her come up with the recipes.

Adding further to the cupcakes’ appeal are short messages attached to the cupcakes, called ‘Quippies’, designed to make customers smile and provide an extra surprise.

If you’re not sold yet, consider some of the most popular flavor names dreamed up by Foiled Cupcakes; Ooey Gooey, Pinkalicious So Delicious, Cinnful Apple and Give Me S’Mores.

A dozen cupcakes retail for $38, standard Quippies and delivery included. Orders may be placed via phone, fax, or website. For more information visit Foiled Cupcakes or drop a direct message to the company’s Twitter stream @foiledcupcakes.

Check out our Food Channel picks for the Top Ten Dessert Trends of 2009.

_This first person review submitted by John Scroggins


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