US – Who says a bad economy could not be an opportunity for business start-ups? After losing his job during the recession, a former Wall Street lawyer decides to start a bakery business that makes “manly cupcakes”.

David Arrick, the boss of cupcake store, Butch Bakery in New York City, decided to deviate from his law career and start a cupcake business because he saw the potential in it. He said the cupcake business was doing well as people were going for economical food during the difficult times, according to a Reuters report. “When I lost my job, I had to stop going to New York City restaurants a lot, I had to save money,” said the entrepreneur.

The business idea started from Arrick’s efforts to save money. After picking up cooking to reduce food expenses, Arrick decided to make money by utilising his baking knowledge. Later on, he took another step forward and collaborated with some other bakers to create original flavours for his cupcakes.

However, Arrick came up with the unique marketing tactic of packaging his cupcakes as “manly cupcakes for manly men” as he thought a masculine twist would be interesting for his business. The cupcake come in flavours such as chocolate beer and Mojito. “[The cupcakes] are all very feminine and pink. A lot of them are frilly with jelly beans and sprinkles,” Arrick explained.

Since his bakery's opening in November 2009, Arrick said his business has grown an impressive 500%, despite the poor economy. Butch Bakery now sells about 500 cupcakes a week and Arrick is targeting to quadruple his sales.

________________________________________________________

 More quality Lighthouse titles

Get your marketing department up to speed with Asia's most read marketing site
marketing-interactive.com

Want to get on the right side of the procurement department?
Direct them to Procurement Asia