By Elva Ramirez | WSJ
When food trucks go to sleep, do they dream of brick-and-mortar stores? Maybe.
The CupcakeStop truck (@CupcakeStop to its 15,000 followers) has grown since 2009 from one truck to two to a spot at the Limelight mini-mall. But last night, owner Lev Ekster opened the door to a quaint little shop in the Village.
“Every day on Twitter, I’ll see comments like, ‘I just got out of work, where’s the truck? Oh it’s gone already,’ ” Ekster said. The store “is almost like a truck that’s indefinitely parked.”
In contrast to having customers chase after a moving target (which, actually, we’d argue is part of the fun), now customers will be able to get their sweet fix seven days a week.
The menu has expanded beyond cupcakes to traditional bakery fare like mini-cheesecakes, croissants, pecan bars (which Ekster enthusiastically endorsed) and cookies. The holiday menu includes seasonal offerings including an eggnog cupcake and a chocolate peppermint cupcake.
Ekster will still man the twitter feed, which will not splinter off by truck or location. But for the next few weeks, expect a flurry of store-centric photos. Ekster half-joked that between leaving the store at midnight and returning at 6 a.m. to open, he was considering just sleeping in the basement to catch extra sleep.