What’s Sweet for You is Sweeter for Sprinkles: The Marketing Strategy Behind the Company’s Cupcake ATMs

For anyone who has ever been in “The City that Never Sleeps,” you can certainly relate. You are coming back from an event late at night—be it a Broadway show, a night out at the bar, a high school reunion… you name it—when your stomach starts grumbling. You begin to mentally scroll through a list of possible diners, delis and food carts that may still be open at this ungodly hour. But the truth is you don’t want to consume your calories in Big Mac form. Rather, you want something delectably sweet.

Big Apple desert aficionados everywhere are delighting in the fact that Sprinkles Cupcakes, the innovators of the world’s first cupcake bakery, has brought its 24-hour Cupcake ATMs to the Upper East Side. The company already boasts ATMs in Beverly Hills, Chicago, Atlanta, Dallas and Las Vegas—all of which have attracted attention from A-list celebrities like Jay Leno and Wolf Blitzer as well as countless media outlets. New Yorkers couldn’t wait to get their hands on these yummy treats.

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