What Happened To Wicked Good Cupcakes After Shark Tank?

Danielle Desroches and Tracey Noonan founded Wicked Good Cupcakes in Cohasset, Massachusetts.

The Sharks will hear them pitch their wicked excellent cupcakes in a jar in episode 422. Danielle and Tracy started when they decided to take a baking class together. This is how Wicked Good Cupcakes came to be.

They began selling their wicked tasty goodies due to the overwhelming response from friends and family and are now a Boston area staple.

Wicked Good is currently located in Cohasset on the South Shore of Boston. Still, the girls have recently partnered with a large commercial bakery to expand their offering, and they will be opening their first site at Fanuel Hall in May 2013.

Regardless of the outcome, Wicked Good Cupcakes is a successful product!

What Is Wicked Good Cupcake?

Wicked Good Cupcakes are delectable delicacies presented in unique translucent jars.

A cupcake can be used to express your concern for a loved one or friend.

Wicked Good Cupcakes Shark Tank Update

Wicked Good Cupcakes are available in various packaging options, including custom 2, 4, 6, and 12 packs. 

Additionally, the packets can be customized to commemorate birthdays or party packs.

Company NameWicked Good Cupcakes
EntrepreneurDanielle Desroches & Tracey Noonan
ProductJar of Decadent Cupcakes
Investment Asking For$75,000 For 20% equity in Wicked Good Cupcakes
Final Deal$75,000 For A $1 Royalty Up To $75,000 Revenue; $0.45 Ever After
SharkKevin O’Leary
Episode Season 4 Episode 22
Business StatusIn Business
WebsiteVisit Website

Who Is The Founder Of Wicked Good Cupcake?

Wicked Good Cupcakes was co-founded by Tracey Noonan and Danielle Vilagie. Tracey had quite an amazing resume before launching the company.

Her previous jobs included screenwriting, commercial photography, animal training, and massage therapy.

The mother-daughter combo bonded over baking classes. They owned Wicked Good Cupcakes, and they retained ownership until 2021, when they sold it to Hickory Farms.

Wicked Good Cupcakes Before Shark Tank

Boston natives Tracy Noonan and Danielle Desroches founded Wicked Good Cupcakes as a mother-daughter duo.

Tracey and Danielle decided to join forces by enrolling in a baking and cake decorating class.

Upon Danielle moving out of the house, Tracey decided to take cake decorating classes to spend more quality time together.

They began baking after the courses and shared their creations with family and friends.

Wicked Good Cupcakes was born in October 2011. They became popular due to their gourmet sweets, such as cupcakes and cake balls.

Customers adored its all-natural baking procedure, which eliminates the use of additives and preservatives.

They received a favorable response, prompting them to establish a sweets shop in Boston.

The cookie jar turned out to be another fortunate break. They discovered that storing the cookies in the jar preserved their appearance.

They also found that the cookies remained fresh for 10 days without refrigeration.

Wicked Good Cupcakes could be sent to different locations created a unique potential.

However, Wicked Good Cupcakes quickly outgrew their expectations.

Tracey and Danielle require the sharks’ assistance to meet demand and bring a brand-new concept to market.

How Was The Shark Tank Pitch Of Wicked Good Cupcakes?

When Tracey and Danielle started Wicked Good Cupcakes, they realized they were onto something.

Cupcakes and cake pops have become increasingly popular over the past few years, and their TSA story generated a lot of free publicity.

They just needed assistance to meet expanding demand and expand their reach. Hence, they reached Shark Tank.

Danielle worried the judges wouldn’t understand her thick Boston accent when they first appeared on national TV.

Danielle and her mother’s ability to speak and act together, the judges were enchanted.

Tracey talked about how they discovered their business when they were looking for something to do with Danielle after moving out of the house.

When they began sending cupcakes across the country, the mother and daughter decided to include tiers of filling, plenty of frosting, and a spoon with each cupcake.

There is no doubt that the judges must test the product. Robert’s attempt at a Boston accent was ignored by Danielle, and the sharks enjoyed the cupcakes. Now it was time to get serious.

The mother-daughter duo demanded $75,000 for a 20% ownership of Wicked Good Cupcakes from the Sharks. 

Wicked Good Cupcakes has generated $150,000 in revenue since the start of the year, half of that revenue just from the jars.

Tracey assured Robert that the couple was willing to offer both sides of the business. Robert was concerned that only the mason jar side would be offered.

Tracey and Danielle impressed the shark panel with their goods and presentation, which led them to shift their focus to Wicked Good Cupcakes’ expansion prospects.

They determined that annual sales of $360,000 were reasonable, but Kevin expressed concern about the business’s long-term prospects. 

Wicked Good Cupcakes were packaged in eight-ounce jars for $2.15 and sold to distributors for $3 per jar, a very low-profit margin.

Regardless of Tracey’s statement, Kevin remained skeptical that improved equipment and methods would bring the smaller jar production costs to $1.45.

Kevin and the other Sharks were also concerned about Wicked Good Cupcakes’ lack of a proprietary business plan. The company’s future success depends on marketing.

The product’s shelf life also raised some suspicions on the panel. The cupcakes’ shelf life was prolonged by packaging and distributing them in mason jars.

The two-day delivery time left only a week for manufacture, packaging, and consumption. Lori backed out due to shelf-life concerns.

Wicked Good Cupcakes was a beautiful novelty business with a lot of potential for success, but Robert was unsure how he would manage it in the future due to a lack of retail concepts. As a result, he departed as well.

Daymond joked that he would be transformed into a “giant dessert guy” if he invested in Wicked Good Cupcakes. And, he was out as well.

Mark wondered if abandoning the mason jars would increase its margins, but Tracey and Danielle saw them as an important part of the brand.

Mark exited as well, citing concerns about the transient nature of gourmet cupcakes and sweets, as well as short-term profit margins. 

He noted, however, that the mother-daughter team could do amazing things with Wicked Good Cupcakes.

Kevin offered a royalty arrangement rather than seeking equity from Wicked Good Cupcakes, providing $75,000 in exchange for $1 from each jar sold until the business broke even. He would then continue to receive $0.50 per jar in perpetuity.

Mark and Lori told Tracey and Danielle that an offer of 50 cents off each cupcake jar could have long-term debilitating effects on the firm.

Tracey answered with a perpetual offer of $0.40 per jar. 

Kevin countered with $0.45 per jar, which Tracey promptly accepted, even though it was unclear whether the offer was valid for the campaign’s duration or only until Kevin recouped his investment. 

Final Deal: Kevin O’ Leary agrees to invest $75,000 for a $1 royalty till $75,00 in revenue and $0.45 per box after that.

What Happened To Wicked Good Cupcakes After Shark Tank?

There was a segment on Wicked Good Cupcakes in June 2013. A contract with Kevin O’Leary led them to obtain a 15,000-square-foot commercial baking facility, launch a store in Faneuil Hall, and open a second shop at the South Shore Plaza Mall in Braintree, Massachusetts.

O’Leary’s repayment has been completed, and the company is close to exceeding $2 million in annual revenue.

Wicked Good Cupcakes Shark Tank Update

Wicked Good Cupcakes featured in a season 7 update, episode 703, alongside Mr. Wonderful in Nantucket, where he oversaw a wedding ceremony.

He announced the launch of his Something Wonderful Platform, which he hopes will allow him to package his Shark Tank firms into a wedding industry sales and marketing company worth hundreds of millions of dollars.

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HoneyFund and Bottle Breacher are two further enterprises in Nantucket. Tracy reports that they’ve generated $5.5 MILLION in sales since collaborating with Kevin!

Wicked Good Cupcakes Shark Tank Update

The business of Tracey and Danielle has been booming ever since they appeared on Shark Tank. The company was able to expand into Boston’s historic Faneuil Hall Marketplace.

They’ve become a significant employer in their city, employing forty people. The “Shark Tank Effect” has been operating at maximum capacity.

Wicked Good Cupcakes had a nine-month sales total of $150,000 before their entrance.

They generated $230,000 in sales in the first week following Shark Tank. The year’s sales are expected to be about two million.

Kevin took the time to celebrate by paying a visit to the mother-daughter pair at their new location. They’d already repaid him in full, and everyone was optimistic about the future.

Kevin stated that he was selling cupcakes and advertising while wearing his chef’s hat and apron. 

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Mr. Wonderful may be harsh, but having him associated with your business attracts much attention.

“When we originally made the bargain with Kevin, it was almost as if we were striking a deal with the devil,” Danielle explains. “But he’s like a tiny angel disguised.”

Kevin’s motivations may be mostly financial, but he also has a heart. 

Is Wicked Good Cupcakes Still In Business??

Wicked Good Cupcakes sold $230,000 in the first week after appearing on Shark Tank, with annual sales exceeding $2 million.

Wicked Good Cupcakes’ company surged by a stunning 600 percent in the year after its debut. The company is still one of Shark Tank’s most successful businesses.

The Wicked Good Cupcakes franchise recently expanded to Boston’s historic Faneuil Hall Marketplace. They now employ 40 employees.

Kevin’s second visit to Wicked Good Cupcakes to celebrate the mother-daughter combo.

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Kevin took it upon himself to conduct some on-the-spot sale and promotion while dressed in an apron and chef’s hat.

Danielle explained that the first time they met Kevin, it felt like we made a deal with the devil, but he’s like an angel disguised.

Tracey and Danielle published a book, A Wicked Good Idea: How We Built a Successful Brand Despite Ourselves, in 2016.

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