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Per OC Register:
http://www.ocregister.com/articles/reinhardt-311914-cupcake-cupcakes.htmlhttp://www.caseyscupcake.com/
Published: Aug. 12, 2011 Updated: Aug. 15, 2011 1:22 p.m.
Cupcake shop to challenge Sprinkles in O.C.
By NANCY LUNA / THE ORANGE COUNTY REGISTER
Don't tell Casey Reinhardt the cupcake trend is winding down because, for her, the dessert movement is just beginning. Thanks to a career-changing win on Food Network's "Cupcake Wars," this Orange County reality TV star is on a non-stop sugar high.
Her mission: make Casey's Cupcakes a national brand.
"Our goal is to always expand -- to make [Casey's Cupcakes] as big as possible," Reinhardt said.
So far, she's headed in the right direction.
Reinhardt, former MTV "Laguna Beach" star, owns shops in Riverside (at the Mission Inn, owned by her father and financier Duane Roberts) and Laguna Beach. Her cupcakes are also sold at various Southern California Bloomingdale's department stores and at UC Riverside.
Now, she plans to double her empire by adding two more Orange County shops in Irvine and Newport Beach. The latter shop will be at Fashion Island -- less than a mile away from one of the nation's best known cupcake chains -- Sprinkles Cupcakes.
Competing with the darling of the industry doesn't scare Reinhardt.
"There's always room for cupcakes," said Reinhardt, who met Sprinkles' cupcake founder Candace Nelson on Cupcake Wars.
Nelson is a judge on the popular Food Network show, which tests the talents and tenacity of cupcake shop owners across the country. During Reinhardt's appearance on the program, Nelson complimented her cupcakes for their glitzy presentation, as well as taste.
"Our cupcakes are glamorous," said Reinhardt, who now lives in Newport Beach. "They aren't basic with a tiny decoration. They have glitter and chocolate shavings."
But Reinhardt knows appearance will only get you so far with finicky foodies. "We use the highest quality freshest ingredients. The most important thing is making them taste good, getting them moist and not too sugary."
Since nabbing first place in Cupcake Wars in February, Casey's Cupcakes has been approached by entrepreneurs from as far as Dubai who want to build shops showcasing her glam treats. Demand for international deliveries has also come from Russia and Italy.
"Being on Cupcake Wars definitely provided us good exposure. All over the world, people saw us," she said.
With her father's financial help, Reinhardt said she's keeping her business a family-run venture. Her father is a fast-food legend -- known in the industry for making millions from mass producing frozen burritos. He also owns the historic Mission Inn in Riverside, where Reinhardt launched her first cupcake shop in 2009.
The Fashion Island and Irvine shops are expected to open by the end of the year. She hopes to open the Fashion Island store, which will replace Children's Bootery, in time for the holiday shopping season.
Like her other shops, the cupcakes will cost $3.50 each -- a price that's on par with other gourmet cupcake shops.
The Irvine location, at the Woodbury Town Center near Trader Joe's, is replacing Pink Mascara clothing store. Reinhardt said she expects the Parisian-inspired cupcake cafe to be a destination shop geared for families celebrating birthday parties.
"It's such a beautiful atmosphere. It'll be perfect for kids," she said.
The Irvine location is at 6258 Irvine Blvd.
Besides adding new locations, Reinhardt is also expanding her product line.
Casey's Cupcakes also produces custom cakes for weddings and special events. And, soon the store will be launching a line of "dazzling" doggie cupcakes and cupcake lollipops, Reinhardt said.
Though the economy has forced multiple food shops to close in the last few years, Reinhardt is confident that her concept will prevail. She's scouting locations for her next shops in Santa Barbara and San Diego.
"I believe that people will always eat sweets. It makes people feel better."
Contact the writer: nluna@ocregister.com
http://www.ocregister.com/articles/reinhardt-311914-cupcake-cupcakes.htmlhttp://www.caseyscupcake.com/
Published: Aug. 12, 2011 Updated: Aug. 15, 2011 1:22 p.m.
Cupcake shop to challenge Sprinkles in O.C.
By NANCY LUNA / THE ORANGE COUNTY REGISTER
Don't tell Casey Reinhardt the cupcake trend is winding down because, for her, the dessert movement is just beginning. Thanks to a career-changing win on Food Network's "Cupcake Wars," this Orange County reality TV star is on a non-stop sugar high.
Her mission: make Casey's Cupcakes a national brand.
"Our goal is to always expand -- to make [Casey's Cupcakes] as big as possible," Reinhardt said.
So far, she's headed in the right direction.
Reinhardt, former MTV "Laguna Beach" star, owns shops in Riverside (at the Mission Inn, owned by her father and financier Duane Roberts) and Laguna Beach. Her cupcakes are also sold at various Southern California Bloomingdale's department stores and at UC Riverside.
Now, she plans to double her empire by adding two more Orange County shops in Irvine and Newport Beach. The latter shop will be at Fashion Island -- less than a mile away from one of the nation's best known cupcake chains -- Sprinkles Cupcakes.
Competing with the darling of the industry doesn't scare Reinhardt.
"There's always room for cupcakes," said Reinhardt, who met Sprinkles' cupcake founder Candace Nelson on Cupcake Wars.
Nelson is a judge on the popular Food Network show, which tests the talents and tenacity of cupcake shop owners across the country. During Reinhardt's appearance on the program, Nelson complimented her cupcakes for their glitzy presentation, as well as taste.
"Our cupcakes are glamorous," said Reinhardt, who now lives in Newport Beach. "They aren't basic with a tiny decoration. They have glitter and chocolate shavings."
But Reinhardt knows appearance will only get you so far with finicky foodies. "We use the highest quality freshest ingredients. The most important thing is making them taste good, getting them moist and not too sugary."
Since nabbing first place in Cupcake Wars in February, Casey's Cupcakes has been approached by entrepreneurs from as far as Dubai who want to build shops showcasing her glam treats. Demand for international deliveries has also come from Russia and Italy.
"Being on Cupcake Wars definitely provided us good exposure. All over the world, people saw us," she said.
With her father's financial help, Reinhardt said she's keeping her business a family-run venture. Her father is a fast-food legend -- known in the industry for making millions from mass producing frozen burritos. He also owns the historic Mission Inn in Riverside, where Reinhardt launched her first cupcake shop in 2009.
The Fashion Island and Irvine shops are expected to open by the end of the year. She hopes to open the Fashion Island store, which will replace Children's Bootery, in time for the holiday shopping season.
Like her other shops, the cupcakes will cost $3.50 each -- a price that's on par with other gourmet cupcake shops.
The Irvine location, at the Woodbury Town Center near Trader Joe's, is replacing Pink Mascara clothing store. Reinhardt said she expects the Parisian-inspired cupcake cafe to be a destination shop geared for families celebrating birthday parties.
"It's such a beautiful atmosphere. It'll be perfect for kids," she said.
The Irvine location is at 6258 Irvine Blvd.
Besides adding new locations, Reinhardt is also expanding her product line.
Casey's Cupcakes also produces custom cakes for weddings and special events. And, soon the store will be launching a line of "dazzling" doggie cupcakes and cupcake lollipops, Reinhardt said.
Though the economy has forced multiple food shops to close in the last few years, Reinhardt is confident that her concept will prevail. She's scouting locations for her next shops in Santa Barbara and San Diego.
"I believe that people will always eat sweets. It makes people feel better."
Contact the writer: nluna@ocregister.com
