A Butch Bakery Storefront and Cookbook Are Coming

Photo courtesy of Butch Bakery
Testosterone meets a tender crumb.
A mere six months after introducing the world to cupcakes for dudes, Butch Bakery has a new bun in its oven: Its owner, David Arrick, tells us he's planning to open a storefront. What's more, the search and subsequent opening will be the subject of a reality show whose pilot he's about to start filming. Oh, and he's also got a deal to write a Butch Bakery cookbook for Wiley, which he hopes to have out by next Father's Day. "Everything has happened very quickly," he says, adding that he feels the bakery's been so successful because "we've filled a niche market that was unfilled before. Why do pastries have to be girlie all the time?"

Although Arrick is no stranger to the fourth wall -- before he started Butch, he was an actor by trade -- he stresses that the TV show, should it be picked up, won't be "about me waking up in the morning, but "about the genesis of the business, building the business, and how I'm surviving in my first year of business."

Regardless of whether the show, which is being produced by MY-Tupelo Entertainment, ever makes it to the airwaves, Arrick says that the bakery is a go. He wants to open a storefront because his current production space isn't accessible to the public. "I don't like that," he says. "I want it to be all in one place, like other bakeries." He's scouting locations in downtown Manhattan -- the Meatpacking District, the Lower East Side, Chelsea -- "somewhere cool, something with a lot of walk-by traffic, something where it would fit in with the whole concept," which is, he says, "very industrial."

Given that downtown Manhattan isn't exactly lacking in cupcakes, isn't Arrick a wee bit concerned about the competition? "I'm not worried. I think there's enough room for all of us. I knew this was conceptually so different that I thought, 'This is going to get the attention that I need to have sustainability.' When the book and reality show people called, I thought, I'm on to something here."

And he adds -- no doubt to the consternation of those who have been driven to homicidal impulses by buttercream overload -- "The market isn't saturated yet. I think the cupcakes craze is on the upswing. It's here to stay. There's something about it that resonates and survives in spite of the economy."

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