Sprinkles Cupcake ATM - Instant Sweet Tooth Gratification?

Not exactly instant.  Almost a month ago the much-anticipated Sprinkles vending machine launched in Beverly Hills, beckoning cupcake lovers far and wide to indulge in delicious luxury at all hours of the night (and day, of course).  Amazingly, the line wait still lingers around 45 minutes…on a weeknight…at 10 pm.  The line is actually longer than it looks, since each transaction only kicks out one cupcake, and many pilgrims purchase more than one when their turn comes.  I saw two teenage girls order 9, hurriedly texting their friends to choose a flavor.

What’s the draw?  Is it still the novelty - is the crowd a new one every night, waiting anxiously to experience the magic?  Or is it the die-hard pastry sluts, getting their after-dark fix on?

Apparently, for now, it’s both - chatter in line signals patrons are eager to satisfy their fascination with the ATM, but many equally crave that red velvet.  Considering that its location buzzes with tourists year-round, the allure probably won’t die so quickly.  And for the demand of the sweet freaks, the ATM will supply; where else can one get a reliably ambrosial cupcake after hours?  Indeed, this was how Sprinkles owner Candace Nelson actually conceived of the idea - pregnant, and suffering an attack of cupcake mania, even she could not get her hands on one in the middle of the night. 

So if necessity is the mother of invention, maybe desire is the father.  Or rich uncle.  One of these little morsels goes for $4 (fifty cents more than in the actual shop).  Looks like the recession mentality is simmering down, if such a business can prosper. 

And it doesn’t stop there.  Can’t get enough of Sprinkles?  They’re launching an ice cream store right next door - no opening date has been released yet, but let’s keep our fingers crossed for summer.