Lookout Mountain residents Mike and Joy Irwin are expanding their Chattanooga Gigi’s Cupcakes franchise north of the river, building on the success of their East Brainerd location with a new store opening in Hixson mid-June.
“We see Hixson as a growing market representing a side of town very different than the one we serve now,” Mike Irwin said in relation to the East Brainerd store, Chattanooga’s first gourmet cupcakery, which opened in September 2009.
Gigi’s Cupcakes Chattanooga franchise owner Mike Irwin of Lookout Mountain displays cupcakes from the store’s spring and summer menu, including Cherry Limeade, at far right, the first flavor created at the East Brainerd location.Store manager Jennifer Jones said it is still the city’s only true cupcakery, or bakery which only sells cupcakes, in the Chattanooga area she is aware of. The national chain founded in Nashville by Gina Butler has new locations popping up all over the country in such far-flug locales as Las Vegas, Denver, New Orleans and Greensboro, N.C.
The store’s grand opening celebration will feature VIP guests and special activities including clowns and face-painting.
All summer through the month of August, Gigi’s in Hixson will offer four cupcakes for the discounted price of $9.99, which is typically only offered during Valentine’s week and is basically the equivalent of getting one free cupcake when purchasing three.
“We wanted to give everyone a chance to try them who hasn’t gotten over to this side of town, because once they try them they will be back,” said Irwin.
At least 12 different flavors are offered every day, all made from scratch using the freshest ingredients and real granulated sugar as opposed to artificial sweeteners.
“I think the main reason [the East Brainerd store has been so successful] is the appeal,” said Irwin, whose East Brainerd location was named Franchise of the Year for setting sales records several months in a row. “In this economy in this world we’re in, I think everyone is looking for something to put a smile on their face that’s affordable.”
Another reason for its popularity is the store’s use of social media.
“At one point we had the largest fanbase of any Chattanooga small business,” he said.
The store’s Facebook page regularly advertises deals, such as buy-one-get-one-free offers, that bring in customers within 15 minutes of posting, said Irwin.
Gigi’s returns the support it receives from Chattanooga in the form of donations to a multitude of charitable organizations. The store gives away cupcakes for special events, such as the building of the “Extreme Makeover: Home Edition” house in Rossville, as well as regular donations to local groups including the Tennessee Baptist Children’s Home and the oncology center at Children’s Hospital.