If you get a lot of hype and invented something, the standards will be high. Overall, good cupcakes but can't say are the best ever.
They rotate their flavors depending on the day and walked in on a weekday afternoon when there was no line. We chose the Cuban coffee, triple cinnamon and the carrot. If you like frosting and sugar, you'll approve. Plus, their frosting tasted cream-cheese based and isn't very creamy. Overall, the CC was a bit too strong in flavor for me. I preferred the cinnamon but it didn't taste like an overload of cinnamon. The regular sized cupcakes were $3.75 which isn't cheap for the size but also similar to other places. They recommend not refrigerating the cupcakes and consuming that day which is a good suggestion to keep you coming back! But there was also messaging that if you wanted to to put in the fridge, they had special bags...umm, why can't we use ziplock?
Their rewards system sounds cool but to score the ultimate dozen cupcakes on your birthday, you have to go there A LOT which is unrealistic unless you live in Scottsdale or have cupcake money to spend.