Episode 22 of Season 4 of ABC’s “Shark Tank” saw mother and daughter duo Tracey Noonan and Danielle Desroches perform Wicked Good Cupcakes. Delicious cupcakes wrapped inside the portability and convenience of a mason jar surely piqued our interest and warranted a second look. Well, here’s what we discovered when we got started and watched the company grow!
Wicked Good Cupcakes: who are they and what do they do?
Before hitting the market with Wicked Good Cupcakes, Tracy Nooman had an impressive career. She worked as a photographer and ran her own photography studio until March 2000. Additionally, she also dabbled in screenwriting, animal training, and massage therapy. Tracy and Danielle started taking baking classes together to bond, but soon realized they could sell cupcakes as a viable business.
However, selling normal cupcakes would not allow their business to have a unique selling point. Also, the cupcakes would not have a long shelf life without proper packaging and would be quite difficult to ship. Therefore, taking their concerns into consideration, the duo put their brains together and came up with Wicked Good Cupcakes. Before going into business, Tracy and Danielle shared their cupcakes with friends and family, which garnered positive reactions.
Encouraged by their success, the duo opened their first bakery in Cohasset, Massachusetts, and began selling the treats to the public. Surprisingly, the pair first started storing the cupcakes in mason jars as they looked on display. However, they soon realized that the jars kept the cakes fresh and increased their shelf life. So, with the ability to ship, Wicked Good Cupcakes began taking mail orders, which accounted for the bulk of their sales.
Once on “Shark Tank”, Tracy and Danielle impressed the Sharks with their product. They asked for $75,000 in exchange for 20% equity in their company, and Kevin O’Leary seemed pretty interested. However, Kevin was not interested in equity and wanted a dollar per cupcake sold until he got his money back, then 50 cents per cupcake in perpetuity. Tracy and Danielle countered with 40 cents before the two sides decided to meet in the middle at $0.45. So, with Kevin on board, the mother-daughter duo was eager to take their business to new heights.
Where are Wicked Good Cupcakes now?
Wicked Good Cupcakes saw sales increase immediately after appearing in “Shark Tank.” They soon opened a second store at Faneuil Hall Marketplace in Boston, followed by a third store at South Shore Plaza Mall in Braintree, Massachusetts. Additionally, they even upgraded to a 15,000 square foot commercial bakery facility and mentioned that their sales were steadily increasing. Additionally, their popularity has also earned them appearances on shows such as “ABC’s ’20/20”, “The View”, “Good Morning America”, and “The Meredith Viera Show”.
In “Shark Tank” season 7, Wicked Good Cupcakes appeared to announce that he was now part of Kevin’s Something Wonderful platform. Additionally, by that time the company had made over $5 million in sales and proved to be one of the most profitable businesses to ever appear on the show. They even struck a deal with Cinnabon and in 2021 were acquired by Hickory Farms.
Currently, Wicked Good Cupcakes does most of its business online, but is also available through a cupcake truck in Fort Wayne, Indiana. While the cupcakes come in several delicious flavors, including but not limited to chocolate, marble pooch, cookie butter, and salted caramel, a two-pack will set you back $22.99. The company even offers four-, six-, twelve-, sixteen- and twenty-four-packs with additional discounts, while a gluten-free version is also available for the same price. Besides, one can also buy birthday boxes, ranging from $29.99 to $104.99, and gift boxes, ranging from $29.99 to $73.99.
In addition, Wicked Good Cupcakes also offers their services for corporate gifts, as well as weddings and events where they must be contacted directly. With popularity still growing and no intention of slowing down, it looks like Tracy and Danielle are destined for even greater success in the years to come.
Read more: Pinole Blue Shark tank update: Where is Pinole Blue now?
