Sweet E’s Bakeshop grew from an online delivery service to a full-on food truck in August. The business is now plunging into the brick-and-mortar realm with a Sweet E’s store now under construction on Robertson in the former home of Concept Floors. Like the truck’s pink rims, there’s already plenty of pink trim here, but unlike the confectioner’s caravan, so far there are no massive head-shots of owner Erica Tucker. The baker’s star rose on Food Network’s Cupcake Wars, driving the demand for her cake-pops, and miniature sweets like brownies, cakes, cupcakes, and whoopie pies. This would be a guaranteed success further up on Robertson where the Paris Hilton flock still goes ape for new cupcakes and costly played-out restaurants, but for a first-time effort, opening across from the magazine mega-stand and down from the corner Starbucks isn’t half-bad.
Sweet E’s Bakeshop, coming soon to 1417 S. Robertson Blvd.