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Sprinkles Cupcakes bringing cupcake ATM to Lenox Square | Business

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Sprinkles Cupcakes bringing cupcake ATM to Lenox Square

ATLANTA -- For Lenox Square, this is pretty sweet.

Sprinkles Cupcakes plans to occupy a new spot at the front door of Lenox Square, the upscale Buckhead mall. Sprinkles wants to take space beside the mall's main entrance on Peachtree, where the Lenox Square fa├žade is getting its first big makeover in years.

For those seeking that after-hour sugar fix, Sprinkles plans to have a 24/7 cupcake ATM. Earlier this summer, a similar machine debuted at a new Sprinkles in Dallas. Patrons were buying cupcakes "at $4 a pop," according to Dallas Business Journal.

Sprinkles Cupcakes has recently been expanding the concept in various markets, including its locations in Texas. The company was started eight years ago in Beverly Hills, Calif.

Lenox Square is a 1.6-million-square-foot mall anchored by stores including Macy's and Neiman Marcus. Owner Simon Property Group Inc. is well under way on the first significant face-lift to Lenox Square's facade in years. It's meant to give the mall a more modern look and add more outdoor dining closer to Peachtree Road and to the existing food court.

The improvements are also meant to make more appealing for Buckhead's office workers and condo dwellers to walk from their buildings that line Peachtree Road to eat and shop at the mall.

Lenox Square has dominated Atlanta retail for decades and remains one of the strongest in Simon's portfolio. But, it's facing new competition as more retailers are leaving malls for street-level locations at mixed-use developments.

Right down Peachtree, developer OliverMcMillan has embraced that approach, and it's paying off with buzz about its more than $1 billion mixed-use project. Earlier this summer it landed the 86,000-square-foot world headquarters for Atlanta-based Spanx Inc. and its flagship retail store.


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