Utah, as we recently learned, has the highest Jell-O consumption per capita--not in the state, not in the USA, but in the world. In fact, the jiggly stuff was actually declared the official state snack in 2001. Why so? As one theory goes (from a former Utah-ite), perhaps it's the ease in preparation that seals the deal: Utah boasts a lot of big families, and a package of Jell-O sure can go a long way. Really though, we're still shaking our heads over this one.
Cakespy: You mention that cupcake bakeries in NYC served as part of the inspiration for Minis. Any bakeries in particular you'd recommend or that served as inspiration to you?
Leslie Fiet: In my other life I am a professional photographer and I have many clients along the east coast. While being in NYC it is impossible to ignore the cupcake craze there, and I got hooked on wanting to visit Magnolia Bakery because of Sex in the City. So I went there and all I can say is , they are cute, not great but cute. The staff was less than nice and I walked away a little disappointed after waiting in line. So on my next few trips I tried other places and fell in love with the coconut cupcake at Dean and Deluca. I loved that cake! I tried to get them shipped to me at Christmas just over a year ago and was sad to hear that there were no shipping options. So in January, while we were on a plane to Cancun, I informed my husband I would be opening a cupcake shop. His response, "ok, but you do not bake?" I do things like this all the time, he knows when I get my mind set that I will make a go of it no matter what. So by March of that year, I had a commercial kitchen space leased and all my recipes figured out (or so I thought) and hit the pavement and got some retail business to sell my cupcakes.
LF: No, I was really lucky to have great support from day one! Well there were a few skeptical people (including my parents) but after getting my cupcakes in the right places, and doing the farmers market, doing a lot of research, creating custom packaging (all of you who use the mini inserts from Big River, single cupcake boxes, 1/2 dozen cupcake boxes you can thank me I gave them the idea and dimensions with my prototypes). Being the first cupcake place has been
CS: You initially offered only cupcakes, but on your website it seems like you've considered adding some other items. What other items will you or have you added?
LF: A few things, I have a motto of only doing and baking what I love. Where my store is located we have no good food options, the Taco Cart on the corner or Taco Time on the other corner. Because we worked all day and never left, I started making sandwiches for myself and my staff, good for you type of things that taste good. Then I decided if I loved them so would other people so I offer a very small selection of boxed lunches, they are 1/2 sandwiches, a nice salad, and a cupcake. The presentation is really good and many of my clients are law firms and ad agencies. They love how they look and taste, this drives people to my store for a dozen cupcakes once they get one in a lunch at a meeting. I also love rice krispie treats, so I decided to make homemade marshmallows (pink of course) and use the marshmallows I make and turn them into crème for the rice krispies. They are more like a marshmallow sandwich, really good I usually eat one or two a day. I saw that episode of Martha Stewart and I loved the idea of cupcakes on a stick, so I decided that I would start doing that as well, the kids love them and they have gone over really great. Who knows what is next? I never can tell until something pops into my head.
LF: It is both! I make homemade lemon curd, fill my lemon cupcakes with it, frost them with meringue and take a blow torch to them. These are my favorite for breakfast.
CS: What is the bakery scene like in Utah?
CS: What is your most popular flavor at the shop?
CS: What is your personal favorite flavor?
LF: The Snowball. Coconut is my favorite.
CS: You do custom orders--have you ever gotten any wacky or off the wall requests?
CS: What do you think the next big thing will be in the baked good world?
CS: Any advice for others who are considering opening a bakery?
LF: Research! Do your homework, do not be afraid to ask questions of others bakeries, do what you love and love getting up really early, charge enough for you product and time--you are not a grocery store.
CS: What's next for Mini's?
LF: Who knows? Life is a journey that should be enjoyed.
Salt Lake City, (801) 363-0608; but even if you're not in the area, you can learn more at mini-cupcakes.com!