Cupcake war could be baking in Memphis - WMC Action News 5 - Memphis, Tennessee

Cupcake war could be baking in Memphis

By Janice Broach - bio | email

MEMPHIS, TN (WMC-TV) - A small treat with big icing and big business may be evolving into a cupcake war in Memphis.

Fancy cupcake shops in Memphis attract a lot of customers.

"It's just a nice little treat," said customer Crystal Johnson.  "You don't feel like you're indulging when you have a cupcake."

The craze started at Gigi's Cupcakes.  Marilyn Weber owns the two Gigi's Cupcakes franchises in Shelby County.

"You go through cupcake college," said Weber.  "They're giving you an education on how to manage the kitchen, how to manage the equipment, what to expect with the recipes."

Employees at Gigi's Cupcakes sign a non-compete contract, saying they cannot open a cupcake shop for a year.

Amanda King worked at Gigi's.  King and her business partner had plans to open a cupcake shop on South Main.  They were considering adding wine and coffee.

Gigi's is a national chain with attorneys.

"We found out she was going to open her own cupcake shop," said Weber.  "We contacted her and said, 'no, you can't.'  We think it's fair to keep somebody from stealing our ideas and using them to compete."

King's attorney said she did not mean any harm.  She did sign the non-compete contract, so there will be no cupcakes in Downtown Memphis in the foreseeable future.

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