I've watched Sprinkles from the beginning of construction, it's a short walk from where I live. Stopped in twice, I'll put it in the "luxury" category, a FUN place. It's been interesting to watch their business grow and prosper. They've got a TERRIFIC location (across from the Scottsdale Fashion Square Mall). Their customer line is oftentimes standing out the door. THEIR CUPCAKES ARE TASTY !!