Robicelli’s Cupcakes: Making Every Dessert Known to Man in Cupcake Form

Our VideosBy Liza de Guia on Nov 4, 2010
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If you’re looking for a red velvet cupcake, whatever you do, don’t go looking here…

Meet Matt & Allison Robicelli, the young husband and wife chef team behind Robicelli’s Cupcakes in New York City. They got into cupcakes over a year ago because of what Allison calls “fate”, a random series of fortunate events that transformed their local gourmet Brooklyn food shop into a kitchen for cupcakes, or, a.k.a. “mini artisanal gorgeous desserts” – a description a fan came up with which, unfortunately, doesn’t fit too well on a business card. :)

Allison & Matt fell in love over their mutual obsession for homemade recipes, cookbooks and enjoyment of food, a passion that truly shows through in their inventive and original cupcake recipes – so many that it’s getting too hard for them to count. All in all, they are on a quest to bring happiness to the sweet tooth masses by making every dessert imaginable in a tasty, affordable, cupcake form. “Because everyone deserves to eat good food”.

And lucky for us, they put good food in individual-sized cakes and top it with rich, “ethereal” buttercream. A perfect reason to have dessert every day of the week… So, enjoy this little story I did with Allison & Matt. Afterwards, you can go seek ‘em out at these NYC local food shops:

BROOKLYN
Cafe at Sams Bakery- 275 94th St, Bay Ridge
Hom- 8804 3rd Ave, Bay Ridge
Blue Apron Foods- 814 Union St, Park Slope
Cafe 474- 474 4th Ave, Park Slope
Crespella- 321 7th Ave, Park Slope
Market- 1211 Cortelyou Road, Ditmas Park
Tazza Cafes- 311 Henry St, Bklyn Heights AND 72 Clark St, Bklyn Heights
Brooklyn Farmacy- 513 Henry St, Carroll Gardens
Radish- 158 Bedford Ave, Williamsburg

MANHATTAN
Cakeshop- 152 Ludlow St, LES
Lily O’Brien’s Chocolate Cafe- 36 W40th St, Bryant Park, Midtown

Flavors they debuted in our video shoot:

Butternut Spice- butternut squash cake, vanilla buttercream, spiced pumpkin seeds, butternut squash seed oil
Boston Cream - vanilla cake, vanilla bean custard buttercream, chocolate ganache
Apple Maple Crisp- apple cake, vanilla buttercream, roasted apple butter, oat crisp, pure Vermont maple syrup
Dark Chocolate Dulce- dark chocolate cake, dulce de leche buttercream,
dark chocolate drizzle, flake sea salt
*Oh, and by the way, red velvet cupcakes are their nemesis. To them, “it’s just red food dye”.

For their lastest seasonal cupcake flavors, follow Robicelli’s on Twitter @Robicellis. Thanks for watching food. curated. Happy Eating!!

Comments

  1. Adriana says:

    That butternut squash cupcakes is excellent. I love Robicelli’s cupcakes so much it’s embarrassing. It’s my Friday afternoon treat. I look forward to one of their cupcakes all week long.

  2. Adriana says:

    That butternut squash cupcakes is excellent. I love Robicelli’s cupcakes so much it’s embarrassing. It’s my Friday afternoon treat. I look forward to one of their cupcakes all week long.

  3. I love all kinds of cupcakes too. If you love chocolate ones, check out my skinny ones on the bottom of my home page @skinnykitchen.com. They are super simple to make and yummy too!

  4. I love all kinds of cupcakes too. If you love chocolate ones, check out my skinny ones on the bottom of my home page @skinnykitchen.com. They are super simple to make and yummy too!

  5. James says:

    My favorite thing about Robicelli’s cupcakes is that they really do focus on tastes beyond sugar and butter! Real thought goes into every recipe, and the results are never too sweet. If you’ve been way over the hyper-rich, super-sweet cupcake craze, you owe it to yourself to meet Allison and Matt.

  6. James says:

    My favorite thing about Robicelli’s cupcakes is that they really do focus on tastes beyond sugar and butter! Real thought goes into every recipe, and the results are never too sweet. If you’ve been way over the hyper-rich, super-sweet cupcake craze, you owe it to yourself to meet Allison and Matt.

  7. Gabriele says:

    Great piece,
    I love making cupcakes with my daughters, will show this to them as soon as they come back from school.
    Thank you Liza,
    another great piece delivered!
    Gabo

  8. Gabriele says:

    Great piece,
    I love making cupcakes with my daughters, will show this to them as soon as they come back from school.
    Thank you Liza,
    another great piece delivered!
    Gabo

  9. Jo says:

    The video was really well done and I have yet to find a Robicelli’s flavor I didn’t like!

  10. Jo says:

    The video was really well done and I have yet to find a Robicelli’s flavor I didn’t like!

  11. LimeCake says:

    they are such a cute couple! i’d buy their cupcakes just for them!

  12. LimeCake says:

    they are such a cute couple! i’d buy their cupcakes just for them!

  13. sofia says:

    what a joy to watch this video! all the love that goes into these cupcakes, as witnessed from this video, certainly shines through in the cupcakes. good work, team. :)

  14. sofia says:

    what a joy to watch this video! all the love that goes into these cupcakes, as witnessed from this video, certainly shines through in the cupcakes. good work, team. :)

  15. averagebetty says:

    I’ll be in NY next weekend! Now I have a mission!!

  16. averagebetty says:

    I’ll be in NY next weekend! Now I have a mission!!

  17. Leigh says:

    Can’t wait until they go national and I can try their new flavors locally.

  18. Leigh says:

    Can’t wait until they go national and I can try their new flavors locally.

  19. Nancy Condon Belmont says:

    My two boys (ages 2 & 5) watched this video with great interest. Then my 5 year old turned to me and said, “Mommy, will you bake us chocolate cupcakes tonight?” Thanks, Allison.

    • My boys (ages 2 & 3) ask that ALL THE TIME. When I make a fruit cupcake (like apple or butternut), I’ll make extra, then throw in extra good stuff like nuts and seeds, and sometimes extra pieces of fresh or dried fruit. Then they’re “breakfast cupcakes”, and they’re quite happy with them. :)

  20. Nancy Condon Belmont says:

    My two boys (ages 2 & 5) watched this video with great interest. Then my 5 year old turned to me and said, “Mommy, will you bake us chocolate cupcakes tonight?” Thanks, Allison.

    • My boys (ages 2 & 3) ask that ALL THE TIME. When I make a fruit cupcake (like apple or butternut), I’ll make extra, then throw in extra good stuff like nuts and seeds, and sometimes extra pieces of fresh or dried fruit. Then they’re “breakfast cupcakes”, and they’re quite happy with them. :)

  21. Emily says:

    This video does an awesome job at capturing Matt and Allison’s love for what they do and who they are: such great people with a mission to spread deliciousness and creativity!

    I love Robicelli’s Cupcakes! There are so many flavors, there is literally no way to remember them all. I need something like a cupcake index. The Dark Chocolate Dulce is to DIE for. It is so moist, and so delicious. The new Sour Apple: nice and tangy. Butternut Spice? What a well thought out recipe! I could go on and on. And don’t even get me started on what nice people they are.

    Allison and Matt are ~*Cupcake Masters*~. Period.

  22. Emily says:

    This video does an awesome job at capturing Matt and Allison’s love for what they do and who they are: such great people with a mission to spread deliciousness and creativity!

    I love Robicelli’s Cupcakes! There are so many flavors, there is literally no way to remember them all. I need something like a cupcake index. The Dark Chocolate Dulce is to DIE for. It is so moist, and so delicious. The new Sour Apple: nice and tangy. Butternut Spice? What a well thought out recipe! I could go on and on. And don’t even get me started on what nice people they are.

    Allison and Matt are ~*Cupcake Masters*~. Period.

  23. Thank all of you so much for your kind words! It was an absolute dream come true to do this video and be immortalized by someone as kind and talented as Liza. But even more wonderful than that is seeing how much people appreciate what we do- because as much as we love our craft, we love you guys more. Thank you for being a part of our journey, and for making so many of our dreams come true. We’d be nothing without you. :)

  24. Thank all of you so much for your kind words! It was an absolute dream come true to do this video and be immortalized by someone as kind and talented as Liza. But even more wonderful than that is seeing how much people appreciate what we do- because as much as we love our craft, we love you guys more. Thank you for being a part of our journey, and for making so many of our dreams come true. We’d be nothing without you. :)

  25. Crystal Alfano says:

    Thank you so much for featuring the Robicellis!! They are absolutely amazing people, and their cupcakes are orgasmic. They are masters at what they do and it is so nice that this great video captures their passion. If you haven’t had their cupcakes yet, you need to get some quickly because you are definitely missing out. There is nothing in the world that captures the decadence and the unique and fabulous flavor creations they have.

  26. Crystal Alfano says:

    Thank you so much for featuring the Robicellis!! They are absolutely amazing people, and their cupcakes are orgasmic. They are masters at what they do and it is so nice that this great video captures their passion. If you haven’t had their cupcakes yet, you need to get some quickly because you are definitely missing out. There is nothing in the world that captures the decadence and the unique and fabulous flavor creations they have.

  27. Bill Cohen says:

    My family has been an enormous fan of their cupcakes ever since we took them home from their original shop on 4th Avenue. The divvying of the cupcakes in our home is a weekend ritual. Just when you think they can’t come up with anything more inventive or delicious, they do. Long live the Ghost-Chili Cupcake!

  28. Bill Cohen says:

    My family has been an enormous fan of their cupcakes ever since we took them home from their original shop on 4th Avenue. The divvying of the cupcakes in our home is a weekend ritual. Just when you think they can’t come up with anything more inventive or delicious, they do. Long live the Ghost-Chili Cupcake!

  29. Sarah S. says:

    I LOVE Robicelli’s cupcakes! It’s been way too long since I’ve had some. You must start selling on Long Island. My father who always has something bad to say about any food he’s eaten has never said one bad thing about their cupcakes – that means a whole lot in our family. I can’t wait to try the fall flavors!! Simply put, Matt and Allison are amazing people that know how to make amazing cupcakes!

    • It means a lot to be able to impress someones father. Whenever I give my dad a box cupcakes, he yells “What are you trying to do! Kill me!”. I try to explain that cupcakes are instruments of joy and not death, but he still accuses me of tampering with his cholesterol levels for nefarious reasons. I understand his concerns the following day when I look at the box and discover he’s eaten all 12 within a 24 hour period. He hasn’t really grasped this “one at a time” thing.

    • Liza de Guia says:

      You never cease to make me laugh Allison.

    • Liza de Guia says:

      I wonder if they would consider selling in Long Island…and where would be a good spot for them there…

    • We’ll start selling in Long Island when we get bigger. Right now, all of our clients come from referral- customers asking their local places to carry us. We’d ideally like to find some more spots in Manhattan, Greenpoint and LIC. Once we do, then maybe we can hire some staff and expand further. One day……

  30. Sarah S. says:

    I LOVE Robicelli’s cupcakes! It’s been way too long since I’ve had some. You must start selling on Long Island. My father who always has something bad to say about any food he’s eaten has never said one bad thing about their cupcakes – that means a whole lot in our family. I can’t wait to try the fall flavors!! Simply put, Matt and Allison are amazing people that know how to make amazing cupcakes!

    • It means a lot to be able to impress someones father. Whenever I give my dad a box cupcakes, he yells “What are you trying to do! Kill me!”. I try to explain that cupcakes are instruments of joy and not death, but he still accuses me of tampering with his cholesterol levels for nefarious reasons. I understand his concerns the following day when I look at the box and discover he’s eaten all 12 within a 24 hour period. He hasn’t really grasped this “one at a time” thing.

    • Liza de Guia says:

      You never cease to make me laugh Allison.

    • Liza de Guia says:

      I wonder if they would consider selling in Long Island…and where would be a good spot for them there…

    • We’ll start selling in Long Island when we get bigger. Right now, all of our clients come from referral- customers asking their local places to carry us. We’d ideally like to find some more spots in Manhattan, Greenpoint and LIC. Once we do, then maybe we can hire some staff and expand further. One day……

  31. Heather Mele says:

    From the very first week of the inaugural “cupcake wars” box sold at Robicellis my yummy bone knew that these two had a special partnership rivaled only by their partnership as husband, wife and parents. Matt and Allison work themselves ragged to ensure that each and every product they put their name on is something you can be sure will set your palate into a frenzy of awe, inspiration and pure pleasure. The only thing I feel when I see, smell and eat a Robicellis cupcake is joy, pure unequivocated joy.

    You can’t get that at the “other” cupcake purveyors who need not be named because they don’t even rate as competitors…Matt and Allison have raised the bar for cupcakes in NYC so high I defy anyone to attempt to come close!

  32. Heather Mele says:

    From the very first week of the inaugural “cupcake wars” box sold at Robicellis my yummy bone knew that these two had a special partnership rivaled only by their partnership as husband, wife and parents. Matt and Allison work themselves ragged to ensure that each and every product they put their name on is something you can be sure will set your palate into a frenzy of awe, inspiration and pure pleasure. The only thing I feel when I see, smell and eat a Robicellis cupcake is joy, pure unequivocated joy.

    You can’t get that at the “other” cupcake purveyors who need not be named because they don’t even rate as competitors…Matt and Allison have raised the bar for cupcakes in NYC so high I defy anyone to attempt to come close!

  33. Alda says:

    Can’t believe I haven’t seen this one till just now…
    well done, Liza, it was really well put together.
    and to Matt and Allison…what you guys said about wanting making thousands of people happy… makes me happy, it’s definitely not just for the money and fame. Food is lovveeee

    • Thanks! Don’t get me wrong- if there was money or fame I certainly wouldn’t turn it down (we have a 2 and 3 year old, and they’re probably going to want us to pay for college one day). But we’ve both been paying our dues in the business for close to a decade not because that’s what we’re chasing, but because we honestly can’t do anything else. We are so in love with what we do, and we’d rather spend our whole lives working like dogs for little pay than leaving the food business and getting “real jobs”.

      I’ll never forget the feeling I got the first time I cooked something professionally. Knowing that someone was spending their hard earned money on MY food! That for most people eating out is a treat, and that they were entrusting me with the most pleasurable part of their week! It was an honor then, and it’s an honor now. We never forget that.

    • Liza de Guia says:

      So glad you enjoyed their story as much as I did. I can get behind anyone who’s out to put meaningful food and smiles on the faces of their community… Food should be personal like that.

  34. Alda says:

    Can’t believe I haven’t seen this one till just now…
    well done, Liza, it was really well put together.
    and to Matt and Allison…what you guys said about wanting making thousands of people happy… makes me happy, it’s definitely not just for the money and fame. Food is lovveeee

    • Thanks! Don’t get me wrong- if there was money or fame I certainly wouldn’t turn it down (we have a 2 and 3 year old, and they’re probably going to want us to pay for college one day). But we’ve both been paying our dues in the business for close to a decade not because that’s what we’re chasing, but because we honestly can’t do anything else. We are so in love with what we do, and we’d rather spend our whole lives working like dogs for little pay than leaving the food business and getting “real jobs”.

      I’ll never forget the feeling I got the first time I cooked something professionally. Knowing that someone was spending their hard earned money on MY food! That for most people eating out is a treat, and that they were entrusting me with the most pleasurable part of their week! It was an honor then, and it’s an honor now. We never forget that.

    • Liza de Guia says:

      So glad you enjoyed their story as much as I did. I can get behind anyone who’s out to put meaningful food and smiles on the faces of their community… Food should be personal like that.

  35. Keavy says:

    They are so darn cute! I can’t believe I have yet to try one!

    • Keavy, we totally need to get together and trade soon! (I know we’ve been saying this FOREVER, but it WILL happen one day!)

      Aside from the places we wholesale, here’s our tentative Holiday Market schedule. Come hang out with us!
      December 4th: 3rd Ward, East WIlliamsburg
      December 11th: Artists & Fleas Food Market, Williamsburg
      December 17th-23rd: Hester Street Holiday Market- NoLIta

  36. Keavy says:

    They are so darn cute! I can’t believe I have yet to try one!

    • Keavy, we totally need to get together and trade soon! (I know we’ve been saying this FOREVER, but it WILL happen one day!)

      Aside from the places we wholesale, here’s our tentative Holiday Market schedule. Come hang out with us!
      December 4th: 3rd Ward, East WIlliamsburg
      December 11th: Artists & Fleas Food Market, Williamsburg
      December 17th-23rd: Hester Street Holiday Market- NoLIta

  37. Lola says:

    Love this! What an amazing team! So much love in their family, gives true meaning to the term “made with care”

  38. Lola says:

    Love this! What an amazing team! So much love in their family, gives true meaning to the term “made with care”

  39. joe says:

    I am constantly on the search for robicelli cupcakes! The Hot Josh I had at openspace is a straight up guilty pleasure.

  40. joe says:

    I am constantly on the search for robicelli cupcakes! The Hot Josh I had at openspace is a straight up guilty pleasure.

  41. Richard says:

    You can also get these mouthwatering morsels at Eastern District in Greenpoint!

  42. Richard says:

    You can also get these mouthwatering morsels at Eastern District in Greenpoint!

  43. Lelah Malott says:

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