The long-standing local cupcake store Cupprimo will soon be opening its second location, according to recent public filings with the State of Texas. The eatery will be located at 4404 W William Cannon Dr in Austin, near establishments such as Cypress Grill and Wholy Bagel.
Founded in 2008 by Amy Closson, from its beginnings the restaurant sought to create “a unique family-friendly environment with best-in-class cupcakes and amazing coffee with a sassy vibe,” according to the company website.
“Since then, Cupprimo has been featured on television, in local publications and even introduced itself nationally on Food Networks’ Cupcake Wars,” the company continues. “Each day of the week there are at least 12 different flavors of cupcakes, four different flavors of Gluten free cupcakes and vegan/dairy free options can be ordered in advance.”
The upcoming south Austin store will be run by Jason Reis, Brand Partner and owner of this particular location. Reis will be bringing in a wealth of knowledge to Cupprimo given his years of experience as Director of Operations at P Terry’s Burger Stand, perhaps the most iconic fast-casual chain to spring out of central Texas.
“The cupcakes are the best tasting in Austin,” Reis declares. “A lot of bakeries put much more emphasis on the way a cupcake looks. We are not a looks-first cupcake company. For us, taste is first. That’s what makes a Cupprimo cupcake.”
Reis elaborates on the brand’s uniqueness, insisting that all details of the customer experience are consequential.
“Like any restaurant, you need your customer to want to be there. Lots of detail will go into ambiance and comfort, color and finishes—we’ll have a high-end audio system in there as well. Custom-made woodwork in the interior. It takes time to build a good experience for the customer. Hiring and training, of course, is another big aspect. And only after all that do they try the product. That’s the order of things.”
When asked about the brand’s rationale behind choosing the William Cannon Dr location, Mr. Reis’s response echoes his years of directing P Terry’s expansion.
“I am very familiar with the area. A lot of research went into the decision-making. I’ve been in the restaurant industry for many years so much of my experience has gone into making this decision.”
Given the slow pace of permitting and its related processes, Mr. Reis is eyeing an end of spring opening.
“With the slow permitting and busy contractors these days, I’m looking at April or May. I’m more concerned about opening the right business instead of opening it fast.”
Until Mr. Reis’s location finally opens its doors, readers may visit the original location at 8650 Spicewood Springs Rd.
