There was a time when cupcakes were all the rage. That era included skinny jeans, Star Wars: Revenge of the Sith, Fall Out Boy’s “Sugar, We’re Goin Down,” and the rise of Uggs. But now, one very well-known cupcake location has gone dark.
The Sprinkles location at the Americana in Glendale, CA—complete with the legendary self-serve cupcake ATM and the big, bright-colored kiosk—has now closed. In its place, a new chocolate store is coming soon. Yelp lists the location as permanently closed. A closer look online shows that @AmericanaAtBrandMemes on Instagram actually had the news weeks ago and even posted an RIP to the Americana Sprinkles.
Maybe the biggest question is why.
Sprinkles isn’t answering despite repeated requests for comment. But perhaps the @AmericanaAtBrandMemes meme holds the biggest clue, saying, “The 2005 cupcake craze is officially over in Glendale.”
Sprinkles still lists locations across California, including high-profile spots like The Grove and Beverly Hills, as well as in Arizona, Florida, Nevada, Texas, Utah, and even Washington, D.C. The story of Sprinkles says they’ve been doing this since 2005, “innovating their way to an ever-growing loyal fan base.”
I’ve been one of them—who hasn’t had a Sprinkles cupcake? But is the meme right? Is the cupcake craze over? We asked Sprinkles about the reason for the closure and if any other locations may be closing. Sprinkles didn’t answer.
No question, though—cupcakes are still popular across the country.
Tastewise, which tracks consumer trends, says in their 2025 report that social chatter on cupcakes decreased 15.59 percent over the past year. But they say there are still an astounding 52,000+ restaurants with cupcakes on the menu. Essfeed, which tracks the industry, says the global cupcake market is expected to reach $13.5 billion this year—although it also points out that consumers are now more health-conscious, and that’s forcing markets, including cupcakes, to respond to changing demands.
Consumer Confidential’s David Lazarus agrees and says changing demands may be bad news for top retailers of sweets.
“The simple fact is that cupcakes, while yummy, aren’t addressing the needs of younger consumers seeking healthier foods and snacks,” says Lazarus.
What does it mean for Sprinkles and other cupcake bakeries? Food for thought.
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