Behind the Plate


January 29, 2016

The brothers behind Little Cupcake Bakeshop: Lou, Salvatore, and Massimo LoBuglio

Massimo LoBuglio is one third of the brotherly team behind Little Cupcake Bakeshop. Established in July of 2005, LCB just celebrated its ten year anniversary in their original Brooklyn spot. Congratulations, Massimo! He and his brothers have since expanded to two additional locations, and are killing it with cupcake flavors such as Strawberry and Blackout, as well as pies, ice cream, layer cakes, cheesecakes and more. Even breakfast!

But Massimo hasn’t always been in the cupcake industry. Before joining his brothers in the family business, he was working as a climate change psychologist. Certainly a change of direction in some respects, but Massimo has put his environmental passions to play at the bakeshop too!

For those just getting to know you, how would you describe your business?
Family-owned and operated, sustainable cafe-bakery serving traditional American desserts, baked on site everyday.

What’s the most rewarding aspect of your business?
Marrying environmentalism and baking.

Food & Wine recently ranked you as having the best chocolate cake and cupcakes in the U.S. That is quite the title! Tell us a secret behind making a perfect cupcake!
No junk.

What are some of the principles that guide your business?

What was your biggest challenge in relation to your business?
Opening a shop in Manhattan was a big jump for us.

Are there any personal beliefs that you have on the overall food system that make their way into your everyday business (e.g., curbing food waste, sustainable sourcing, local sourcing)? Do tell.
Understanding the environmental impacts of food is fun. It touches waste streams, sourcing, sustainability, health, tastiness of course etc. We make decisions based on the best we can do in each of those areas.

You were working as a climate change psychologist before joining your family at Little Cupcake Bakeshop. How do you connect the two together?
Psychology—it teaches us that simplicity goes a long way.

Tell us the rewards and challenges of a family-run business.
It’s a lot of fun. The biggest challenge is that we have different schedules, so we don’t get to play much hockey together.


Food issues have not quite made it into the upcoming Presidential Debate. If you could ask the future President to consider a food issue that needs to be addressed, what would it be?
I would love for a lot of things to be addressed, but to pick one… How about an environmental impact statement included on nutrition labels! Data about the carbon pollution associated with food choices.

Anything new around the corner that you are excited about?
I’m optimistic we are turning the corner on climate change inaction.

If you could get the general population to change ONE aspect of their eating habits, what would it be?
Eat more plants.

Who was your food inspiration? Tell us why.
My mom—she packed my lunch box with apples and pasta every morning before school.

If you weren’t doing what you’re doing, what would you be doing?
Playing hockey, all day, everyday.

Who is one famous person, dead or alive, that you want to share a meal with? And where?
Share a midnight pizza at Joe’s with Albert Einstein.

What’s always in your pantry?

Your good food wish?
For people to slow down and for climate change to be reversed.

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