I went here finally today after months of hearing and reading about them. The service was really good and they were steadily busy with customers while I was there. I really really wanted to like them a lot but find the cupcakes just ok. The issue isn't the cake part. That's actually pretty good. The issue for me is the icing. Flour does an American style basic icing sugar, butter and milk frosting that I find too sweet, grainy and thick. I prefer a Swiss or Italian meringue or like at Bakes and Goods where she heats the milk before adding sugar, ensuring a smoother consistency in the icing. When I mentioned the Swiss meringue style or heating milk, the salesgirl remarked "what a lot of work." lol! I'm sure she meant it as a compliment to the other bakers who do all the extra work but it almost sounded like they weren't willing to do "work" at Flour.
The place is busy and has a fan base and I'm sure they will continue to do well. My 3 year old and 5 year old didn't mind the icing but my husband and I didn't care for it as much. I have had this issue at most cupcake places in town. The cake is good so why not match it with a great buttercream?
Perhaps once I try more flavors I will convert to being a Flourstudio fan. Til then, it's Wedding Cake Shop, Half Baked Ideas and Bobbette and Belle for us.