The company founder wanted to make manly cupcakes for manly men. But that’s like creating a manly doily. You can’t change something that’s inherently girlish, even when you butch up your product with flavors infused with beer and bacon. (Most of his customers are indeed female.) As my coworker pointed out, your guy isn’t going to swing by the cupcakery to pick up a six-pack on the way to the poker game.
Ranting aside, with flavors like rum-soaked lime cake with mint white-chocolate ganache (the “Mojito”), I’m glad they found this “gap” in the market. The chocolate discs are a nice touch, too, although the army print on a cupcake seems kinda like a Brody Jenner-Avril Lavigne hookup, as in, huh?
Currently they only deliver to Manhattan, Queens, and Brooklyn, with plans to offer nationwide delivery eventually.