You can’t help but press your nose up against the front window at More Cupcakes to gawk at all of the yummy goodness inside. This upscale boutique opens today in the Gold Coast and aims to give cupcake lovers of all ages the excuse to have a cupcake for every meal. The good news? More cupcakes taste as good as they look!
“I’m not interested in making a cupcake because it’s trendy,” owner Patty Rothman told Tammy and me recently during a sneak preview tasting. “It has to taste good, and the flavors have to work together.”
The idea is to make an impression from day one, she explained. And now it’s finally here after several delays. But will this dining concept work? Can you really take a cupcake — a food item most often purchased in the Jewel bakery isle — and elevate it? Turn it into something More?
I think so. In our continuing quest for Chicago’s best cupcake, Tammy and I have done our research. Almost every time we come across a cupcake, we give in to the temptation to taste it. As a result, I’ve known a lot of cupcakes, and I’m impressed with what I tasted at More. The thought and attention to detail that has been put into this venture may just be enough to put More ahead of the pack.
With 50 different savory and sweet varieties slated to rotate through the store, including seasonal specials, there’s a cupcake for everyone.
More offers unique flavor combos, like bacon, brown sugar, and maple cupcakes as well as salted carmel cupcakes. Not sure about the idea of savory cupcakes? I say try one! They’re good at More, not just attention grabbing. I especially like the pink grapefruit cupcake. It has a refreshing taste.
There are classic flavors at More too, and the trusty standbys are served with flair. Want a chocolate cupcake? The valrhona chocolate ganache is topped with gold leaf and has Gale Gand’s signature all over it — it could have tumbled right off the Tru pastry cart.
If you can’t decide if you’re in the mood for something savory or something sweet, you’ve got an easy option. You can buy a flight of six mini cupcakes and sample a variety.
Another plus — Rothman says More won’t run out of cupcakes — that’s a big problem at the shop Cupcakes (now closed). And price wise More is right in line with other specialty cupcake places in the city — although it certainly isn’t the least expensive.
I’m really impressed with More’s to-go packaging as well. The box secures your cupcakes right-side-up, and there are finger holes to use so that you don’t ruin the frosting when you take your cupcakes out of the box — a brilliant touch I haven’t seen anywhere else.
Still, More could have some challenges ahead, and I have lingering questions.
I have to wonder if people will eat savory cupcakes regularly after they’ve tried them and the novelty has worn off. Sometimes you just want a good cupcake. Nothing fancy. The venue is also very small, and there is no place to sit and linger other than at the Starbucks next door. Will folks open that second door to get a cupcake after picking up their morning coffee? There is something to be said too for the nostalgia a cupcake invokes. Does a sleek and elegant cupcake lose some of its childhood charm even if it tastes better? After one or two visits to More will folks head back to Jewel?
Only time will tell.
One thing is for sure. More has a lot of promise. And I can’t wait to go back! In fact, I’m seriously contemplating making a special trip over there this morning to pick up breakfast. I haven’t tried the vanilla on vanilla cupcake yet. It’s my gold standard, and I need to know if it measures up.
1 E Delaware Place