Basis for my starred ratings (which skews heavily to the food or drink):
1 star: Never again.
2 stars: Poor food, poor experience, extraordinary measures in order for me to come back.
3 stars: Average, nothing really special, nothing particularly bad.
4 stars: Very good, would definitely return.
5 stars: A favorite, one of the best.
Used to be enamored with this place but competitors came along and I've tasted cupcakes that are much better.
They are still minimalist and beautiful cupcakes. And as a chain, their innovation is still pretty great (a la cupcake ATM's.) But these are not particularly moist cupcakes. Nor are they particularly balanced. Oftentimes overly sweet.
Magnolia, Sugar Sweet Sunshine in NYC; Sugar Mama's in LA; even Caketini in the mall has better cupcakes than here.
Looks aren't everything, certainly not when ti comes to cupcakes. An OK cupcake, but not near the best.