The Sweet Taste of Convenience
Red Velvet. My favorite.
First pretzels & hot dogs, then tacos & pizza… now, cupcakes?! Duh, it’s 2009 for crying out loud! The convenience of street vendors has been a long-time tradition in NYC, and big cities alike, where passerby’s can stop for their morning coffee, meals, afternoon snacks and that late-night fix. Yes, there happens to be The Dessert Truck, Mr. Softy and typical ice cream trucks, but all of these sweet street vendors lack a very important ingredient. It just so happens that Lev Ekster, a recent Law School Graduate, found the perfect recipe.
As founder of NY’s first mobile gourmet Cupcake Shoppe, Lev has temporarily traded in his briefcase and books for a white truck and a commercial-size bakery in Brooklyn. Realizing the potential market for convenient and delicious cupcakes, Lev set out to find the perfect recipe for his moving gourmet cupcake shoppe.
In today’s over saturated world of not-so-novel ideas, it is easy to become old news, real fast. The key lies with the ability to adapt to the changing times, or (as I like to say) jump on the social media bandwagon and get jiggy with it!
The Cupcake Stop parked on 5th between 22nd and 23rd
See, I think that anyone could have come up with a cupcake truck and parked it in the middle of Union Square… but, the part of Lev’s business plan that really impresses me is the fact that he moves from-place-to-place, keeping customer’s engaged and excited via Twitter @CupcakeStop. Not only does Lev try to follow the same route daily, to establish a presence and regular customers, he uses Twitter to tweet his locations, free sample offers and menu options to cupcake lovers, all over the city! The tweet’s have generated excitement and buzz, as well as landed Lev a whole lot of spotlight.
Inside look at NY's first mobile gourmet Cupcake Shoppe
Lev was nice enough to take me on a tour of his gourmet cupcake-mobile and explain a little bit about the concept behind The Cupcake Stop. The cupcakes are baked fresh, every morning, at a commercial-size bakery in Brooklyn, NY. The recipe was developed by cupcake/baking chef of 9 years, Manal Mady… because, behind every successful male, is obviously a great female… I mean, behind every successful restaurant is a great chef 
. Chef Manal deserves a great deal of recognition for her light, fluffy cupcakes–which she tops with the perfect frosting; you know the kind that is not overly rich but not too liquidy.
Well, I’ve had plenty of cupcakes in my days and I was delighted with the quality of street cupcakes!! I am an avid red velvet conesseuir, and Manal, you’re recipe is my idea of perfection.
Be sure to stop by the truck and say Hi to Rob!
The Cupcake Stop opens at 9 a.m., with flavors that change daily, such as Red Velvet, Oreo Crumb and Double Chocolate… mmm! The truck usually starts on 5th Avenue between 22nd and 23rd and moves to 14th and Park around 6 p.m. Follow the truck on Twitter @CupcakeStop for location changes and free mini cupcake samples, which Lev likes to spontaneously tweet!
The Cupcake Stop aims to serve New Yorkers delicious cupcakes, on their terms. What better way to appeal to a New Yorker then by speaking the language of sweet convenience. The truck even will find you late-night, when you least expect it, as they travel through the city to feed the young, drunk and hungry!
Red Velvet. To die for. Enough said.
Mini cupcakes are available for $1 each, and regular size for $2.25. Personally, I’d go for a sample of minis–that way you can try all the flavors of the day and have just enough room for the larger version of your favorite!
Shelby Goldman
Shelby currently lives in New York City and loves to explore the extremely diverse and exciting culinary scene that makes NY the most incredible place in the world, especially for a foodie! She would also love to hear from fellow New Yorkers and foodies in the area, so feel free to contact her via email or twitter @sbgeee and let her know what's on your plate.