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Sprinkles Cupcakes
A St. Patrick's Day green-velvet cupcake

The beginning of the French Revolution was heralded by Marie Antoinette's famous quip, "Let them eat cake." Angelenos, listen up: Now beloved local institution Sprinkles Cupcakes has similarly said, "Let them eat cupcakes at all hours."

Well, not exactly. But that's the message, in effect, from the new 24-hour cupcake ATM just outside the Beverly Hills store. Don't get us wrong; we love our sweets. But do we really need another cupcake gimmick?

Turns out, we do, judging from eager customers on a recent afternoon. The cheerful pink updated Automat takes your credit card and displays images of the dozen or so varieties on offer: banana, red velvet, even seasonal hits like Irish chocolate (dark chocolate with Baileys Irish Cream frosting). A few touches of the screen and down drops a fresh cupcake, cutely boxed and not at all squished.

The machine is glitch-free, and we like that it reduces lines down the block during peak business hours (predictably, after lunch and after work). On a recent afternoon, though, we were disappointed to have to wait a moment while staff refilled the machine.

They'd better keep it full: If anything incites a riot in 90210, it'll be running low on cupcakes.

Sprinkles Cupcakes, 9635 S. Santa Monica Blvd., Beverly Hills; 310-274-8765 or

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