Cupcakes — whether you’re with or against them, they’re taking over the modern world. I, for one, cannot understand the squealing that results out of single-serving cake, especially when it reduces short and tall adults alike to strange psychological reactions and the continual need to use the word “cute.”
People are joining cupcake groups on Facebook en masse, blogs are being dedicated to them — making and binging on them, specialized stores are popping up everywhere with creative techniques to garner crowds and competitive home-bakers are racing to sell their goodies and be crowned Master-Baker-Cupcake-Maker.
As much as I love watching the buzz, I seem to recall many food trend predictors declare the end of the cupcake time and time again, only to be proven wrong with new cupcake stores springing up on different corners of major cities worldwide; those cities only hoping to measure up to the capital of many things, New York City.
Now, not only has Cairo brazenly snubbed the news that the cupcake cult is over, but it is still fiercely embracing cupcakes like it’s never seen them before. Since then, a steady parade of cupcake bakers has emerged so we haven’t quite reached cupcake saturation point just yet.
So where will it lead? Will we end up with an influx of cupcake specialty stores like the late-adopted but ever dominating sushi rage we only recently lived through? Will we also forget to learn to make it at home and decide to reminisce years later about the fabulous cupcake store that used to be open years ago when cupcakes were “in”? There seems to be a secret pact between friends to willingly eat cupcakes with disregard to the actual techniques involved in making these specialty products.
To be fair and to give credit where it is due — I respect the women behind Egypt’s first cupcake store, not because of the idea behind their project as it can hardly be seen as new, but because they decided to pursue a novelty they enjoy and have it transformed into a legitimate trend.
They’ve diverted the attention of the people going out for coffee and now have many of them stopping by the cupcake store to socialize there instead. Amidst glorifying the cupcake through sugar rush smiles, I’m sure secrets spill better among friends there.
These lady owners have single-handedly turned cupcakes into a lifestyle choice but I’d like more lifestyle choices to choose from. What I don’t like is that what started off as a trend is looking like it’s going to turn into a red-velvet-flavored monster unless it’s saved by a group of smart competitors willing to ruffle up the system and break the mould. Where are the local flavors? Where is the seasonality? Please turn them in to the Egyptian bakers if you find them so that they can develop their products one step further.
So if you’re really set on opening a specialty food store, try to bring something new to the table. Experiment with unexpected flavors or try a new product all together. If the cupcake shop idea is bothering the baker in you so much, maybe start a cake pop shop?
There are many new trends replacing cupcakes and one of them is pie. Did you know that? How about a pie store? You can make single-serving ones too. The varieties are endless and don’t have to be cut into slices anymore.
We should try to each, individually, find our niche and develop it. Seeing an invasion of smaller, artisan operations in the food industry would only be welcome in Egypt and for once, we might avoid falling into the trap of the fine dining restaurant and club merging into one. There are many cute and quick pop-in-your-mouth desserts that can be abused for the better good of obesity, if that is the aim. You can use breakfast-inspired items in the morning like puffins and mint-infused chocolate tarts after hours.
Just don’t forget to credit me. Please.
Mini Puffins:
(Makes 24 mini pancake muffins)
1 cup of flour
1 teaspoon of baking powder
1/2 teaspoon of baking soda
1/4 teaspoon of salt
2 tablespoons of sugar
2/3 cup of buttermilk (I used a buttermilk substitute, which works just as well – 2/3 cup of milk with 1 tablespoon of vinegar left to stand for 5 to 10 minutes)
1 egg
2 tablespoons of maple syrup, pancake syrup or honey
2 tablespoons of melted butter
1/2 cup of milk chocolate chips
Preheat your oven to 180 degrees Celsius. Generously grease a mini muffin pan. Combine flour, baking powder, baking soda, salt and sugar in a medium bowl. Mix together with a wire whisk. In another bowl, stir buttermilk, egg, syrup or honey and melted butter until combined. Add the wet ingredients to the dry ingredients and stir until combined. Stir in your chocolate chips and keep a few to sprinkle on the top. Bake for 8 to 9 minutes. Let cool slightly and remove from the pan. You may need to use a toothpick around the edges to separate the pancake muffins from the pan. Serve immediately with warmed butter, maple syrup, pancake syrup, chocolate sauce — your call really.
You really should dip these in something. They are, after all, meant to be dipped.
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