In its pursoot to globalize its reach, Magnolia Bakery has been approved by state to sell franchises. The celebrated New York cupcake purveyor plans to have franchisees overseas in areas like Hong Kong, India, Qatar, Kuwait and Brazil, among other places. The globally popular Western ”luxury” food store has been calculating this expansion move for a while now and deems now it the right time to make the jump.
People originally thought this move make the brand go from a well-known hip spot to a more mainstream one. The feeling was that the brand would lose its selective touch. Given it has a real appeal overseas, this move is good if the overseas franchises keep the original recipes and try to recreate the same experience.