PRESS RELEASE

CityTv reporter, Dina Pugliese

02/03/13

Opening of E&F Cupcakes, "The One of a Kind Cupcake Delight"

There’s a new sensation happening in the downtown area of Toronto near the Eaton Center that have many sweet tooth lovers come out to. The creators, Erica Giansante and Fareena Mookshah, have opened their unique cupcake store that’s called E&F Cupcakes.Their cupcakes are special and unique by that they have flavour-filled centers that ooze with flavour and it’s the only one in the cupcake market that’s doing this. Their idea occurred by their love of cupcakes. 

However they wanted to make a statement and make a new receipe than the traditional cupcakes that we’ve come to enjoy. It was a simple idea that made them think of jelly-filled doughnuts that they both enjoy that they realized how about making cupcakes in this way also. Erica and Fareena want their cupcakes to be loved and for people to have a new experience with cupcakes. 

They began their journey by sampling their cupcakes at the popular Greek restaurant called, “Greek’s Delights” that also specializes in Greek pastries. The two girls just wondered how people would think of their creation and they had positive feedbacks.The owner, Peter Dimitrov, of “Greek’s Delights” believes that this product is innovative and delicious and has been a big hit to many customers that just finish Erica and Fareena’s flavour-filled center cupcakes within minutes in his store. They have created newspaper ad, brochures, poster, magazine ad, and a catalogue in their print campaign to promote their product, E&F Cupcakes for the past 3 months which have been getting positive reviews and feedback. Their launch date for their opening of the store was to be a year after since there was a great demand for their unique cupcake. Their launch date finally came and today, April 14th, is when E&F Cupcakes opened their door to new and current E&F Cupcake lovers.

It’s great taking a traditional pastry and just putting a new twist on it and that seems to be the opinion of many people that are here today. E&F Cupcakes has a homey and a whimsical attitude where you feel you’re enjoying your favourite cupcake, but there’s a surprise when you just get a burst of flavour when you get into the center. Some people are wiping their mouths as they finish eating their E&F Cupcake with a smile on their face in the store now. Come down and taste this one of a kind cupcake and become an E&F Cupcake lover. 

COMMENTS: IDEA WAS TO CREATE A LOCAL EVENT THAT MAKES THE AVERAGE PERSON CAN RELATE TO CUPCAKES. WE USED THE EATON CENTER AS A LOCATION SINCE IT'S A MAJOR HOT SPOT IN TORONTO AND WHERE A LOT OF ACTIVITY AND SHOPPING HAPPENS. I WANTED CITYTV TO REPORT THIS BECAUSE IT'S A LOCAL STATION AND THAT WILL APPEAL TO THE AVERAGE PERSON THAT WATCHES IT AND WILL SPREAD THE NEWS MORE QUICKLY.