"Butch it up, these ain't your grandma's cupcakes, buttercup." And so goes the introduction to New York's Butch Bakery.
As the name suggests, this is no ordinary bakery - after all, this is New York, baby!
Butch Bakery is a business created by former Wall Street attorney David Arrick late last year in response to the overwhelmingly "pretty" cupcake culture.
"I thought they're all very feminine and pink and a lot of them are frilly with jelly beans and sprinkles and I thought I wanna do something very different than that," Arrick told Reuters.
"I decided that I wanted to do something that had a masculine bent to it and that's how I came up with the idea."
He decided to create a culinary concept where "butch meets buttercream".
There are no "girly" cupcakes at Butch Bakery, instead Arrick's 12-flavour cupcake menu reads like a pub chalkboard with names including Beer Run, Rum and Coke, Mojito, B-52 and Jackhammer.
For something to really rev up the taste buds, why not try the Home Run: a peanut butter cake with banana bavarian cream and crumbled bacon.
That's right - bacon.
Arrick describes the Home Run as "more fun than getting to third base". And he ain't talking about baseball, people!
Butch Bakery delivers cupcakes around the world - he even receives orders from Australia.
Arrick said the worldwide response to his baked delights had been overwhelming.
He hopes to open a Manhattan store later this year, but until then, Arrick will continue to personalise his service by hand-delivering his cupcakes to customers near his New York base.
Ironically, most of the customers attracted to the "manly" cakes are women. Go figure.
Life+Style had a chat with Arrick, who proved that a sense of humour has helped Butch Bakery become a success. This is what he had to say in response to our questions:
1. What sets Butch Bakery apart from other bakeries?
We are very different in that our whole concept is a direct opposite of what is traditionally a bakery.
We have no pink frosting, no sprinkles, etc. We have taken the traditional rules and completely broken them.
We use beer, for example, and bacon and whiskey, etc. Our flavour profiles are dynamic, interesting, and sometimes seemingly paradoxical.
2. How did Butch Bakery come into existence?
Cupcakes are very, very popular here in the US. Cupcake shops are opening on every main street of every US town and city.
I was tired of seeing the same old flavours and decorations. There was nothing that appealed directly toward a male aesthetic, and it all seemed to be either cutsie with toy cars or golf balls on cupcakes.
There was nothing that I could find that was grown up. So, I started the company to appeal to a more sophisticated aesthetic.
3. Any plans to expand the Butch Bakery concept with more food options or even expansion to more stores - including overseas?
Sure. We are working on franchising and expanding.
We have a cookbook coming out in a few months being published by Wiley. It will include some kick-ass flavours and some exciting ideas for the home baker who is interested in making some very different types of cupcakes.
Also, we are filming a reality show. Hopefully, we make it on air in the US and overseas. That would be an exciting opportunity for us to expand our brand recognition.
We are looking to additionally do some wedding cakes and groom's cakes.
4. Any plans to include Whoopie Pies to the menu?
Do you think Whoopie Goldberg would approve? (kidding).
We have no plans to include those, but we like "making whoopie".
5. What's the secret to a good cupcake?
Don't drink too much scotch while you're cooking ...... You'll forget those babies are in the oven, and will come out like a charred side of beef.
But seriously, the best ingredients are key, and make sure your butter is whipped at room temperature. It's the only way to get a great buttercream.