the doughnut shops are replacing cupcake shops #progress
Do you notice the ironic hashtag?
But as we witness another trend in our dessert choices (chocolate to yogurt to cupcakes to doughnuts, did I forget ice cream?), it seems that all of the rich people no longer know what to do with their money except spend it on the guilty pleasures of poor people.
It’s no longer enough in whatever sugar-infused artisanal world we live in to have access to a certain delicacy (bread, a doughnut) but we must have a certain type of this particular delicacy (expensive and gluten-free).
Every time I’ve previously passed by the new doughnut shop there has been a line out the door. For two months. So I went in at 12:45 pm on a random weekday and there was no line and only two doughnuts were left.
This new doughnut shop is in an old house and the house was pretty empty except for these two doughnuts sitting behind a glass counter and then someone else in there took a picture of the last two doughnuts like it was a piece of art, like it was a museum. A museum of modern doughnuts.
If you actually asked the people who had stood in line earlier that day or the hundreds who had already bought doughnuts from this trendy bakery if they wanted to go to a doughnut museum, they would say no — because they were probably imagining really unhealthy people there, but the only people I’ve ever seen in line are really skinny people.
They all secretly love doughnuts but not the class associations of regular doughnut places.
They want somebody like them to “validate” their doughnut guilty pleasure, otherwise they would feel guilty going to a “regular” doughnut place.
People accept things once people like them accept it.
A version of this story first appeared here if you care about things like that.