WHY For rich and beautiful (if sometimes too sweet) cupcakes; try the dark chocolate, lemon and cinnamon. If you call your order in ahead, you won’t have to wait in line.

WHAT We don’t get the cupcake frenzy, but if you’re among the obsessed, you will make a pilgrimage here, if you haven’t already. What started here has now become a national chain.

WHO Glamour moms and personal assistants who don’t mind waiting in line a half hour for a dozen cupcakes.