Dawn Belisle was confident that her alcohol-infused cupcakes would be a big hit with football fans.
Belisle, owner of an online gourmet baked goods shop Delights by Dawn in Atlanta, began bringing them to tailgate parties last season, and the positive reception reassured her that she was onto something.
Now Belisle and her boozy deserts will be featured at Atlanta Falcons home games this season, with two Delights by Dawn cupcake stands at the Georgia Dome.
“I contacted [the Falcons] early in March basically to let them know that I have a great product that would be great for the football season,” Belisle said Friday in a telephone interview. “I’m a Falcons season ticket holder for three of four seasons now, and I just basically let them know it’s a great product that’s going to be good at the dome.”
Belisle, 44, has been selling her alcohol-infused baked goods to friends since 1998 but didn’t launch Delights by Dawn online until 2008. She originally just sold cakes, but was convinced by her friends to start selling cupcakes (or “toxycakes” as she calls them.)
“Even before I had a Web site I’ve been making alcohol-infused cakes. … The cakes were great, until cupcakes hit the scene,” she said. “I guess people felt less guilty eating cupcakes, so last year my friends said, ‘You should do cupcakes,’ and I said, ‘If I do cupcakes, I’ll do alcohol cupcakes just for the football season.’ ”
Belisle, a New York native who has lived in Atlanta for more than 20 years, said she always wanted to do something with the Falcons and the sport she loves.
“I always wanted to have these cupcakes in the Georgia Dome,” she said. “I just kept pushing and finally [a Levy Restaurants representative] contacted me and asked me to bring samples to the office and they thought it was a great idea.”
Delights by Dawn made its Georgia Dome debut on Aug. 8 in the Falcons’ 16-10 preseason win over the Dolphins, and Belisle said she will be selling her cupcakes at every home game. There will be one stand in lower level and another in upper level.
There are currently four flavors offered at the games: strawberry colada, key lime margarita, chocolate cherry bourbon and red velvet chocotini. Belisle’s shop currently sells 10 flavors and she plans on expanding the selection at the Georgia Dome as the season goes on, possibly including a peach-flavored one in homage to her adopted home state.
Belisle, who owns her own law practice and operates Delights by Dawn on the side, said she is looking for other ways to expand her gourmet bakery business that she hopes will eventually be her full-time job.
“That would be great, I would absolutely love for that to happen,” she said when asked if she would sell her cupcakes at other sporting arenas. “I would love to be at the [Atlanta] Braves. That would be fantastic.”