Business
Musk and Zuckerberg Reflect New Blows Against D.E.I. Policies
The war on D.E.I. intensifies
Even before Donald Trump won in November, the conservative backlash against diversity, equity and inclusion policies was going strong.
But new revelations about the next Trump administration’s efforts to constrain what’s commonly known as D.E.I. — and corporate titans’ willingness to put such programs aside — suggest just how strident the pushback will be.
Elon Musk’s cost-cutting initiative is eyeing big cuts to federal diversity programs, according to The Washington Post. The nongovernmental panel, the Department of Government Efficiency, is said to be considering a report by a right-wing civil rights group that claims to have identified more than $120 billion in potential cuts in D.E.I.-related programs.
Among them, according to The Post, are ending programs to benefit Black farmers and businesses, as well as a Biden-era executive order reserving 15 percent of federal contracts for minority-owned businesses. (Separately, the F.B.I. confirmed that it had closed its Office of Diversity and Inclusion, prompting Trump to express anger that it had existed at all.)
The Times shed more light on Mark Zuckerberg’s move to unwind D.E.I. at Meta. In a meeting with Stephen Miller, the influential Trump aide, Zuckerberg signaled that he would do nothing to obstruct the president-elect’s agenda of cracking down on corporate D.E.I. culture. The tech mogul said new guidelines were coming — and soon after announced a rollback of content moderation rules and an end to Meta’s D.E.I. efforts.
Moreover, Zuckerberg blamed Sheryl Sandberg, his former longtime lieutenant who was known for cultural advocacy programs like Lean In, for encouraging employee self-expression in the workplace, The Times adds. (The revelation stoked outrage online.)
The news underscores how defenses of D.E.I. are faltering. Many companies had already been rethinking their commitment to diversity programs before Trump’s victory, especially after the Supreme Court struck down affirmative action at universities. But several corporate giants, including Amazon and McDonald’s, have ended or scaled back such programs post-election.
For some corporations, work on diversity will still take place, using language that isn’t as politically charged. But as corporate leaders respond to pressure from ascendant right-wing activists and seek to get on Trump’s good side, the pressure on D.E.I. isn’t going away.
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In related news: Meta’s chief technology officer said the company had mishandled how it rolled out changes to diversity policies and content moderation. And for some workers whose careers haven’t advanced how they like, diversity programs may have simply been an excuse to sugarcoat the real reason they were passed over, according to a Wall Street Journal column.
HERE’S WHAT’S HAPPENING
Israel’s security cabinet meets to approve the cease-fire deal. The vote is taking place after Israeli and Hamas negotiators resolved remaining disputes, with ministers expected to clear the agreement this weekend. If approved, Israel would withdraw eastward and both sides would release hostages or prisoners, potentially paving a path to ending the 15-month war.
China’s economy grows, but its population shrinks again. New data showed that the Chinese economy grew 5 percent last year, with increased exports and investment in manufacturing offsetting a slump in construction. But Beijing also disclosed that China’s population fell for a third straight year, despite an unexpected rise in births, portending a longer-term challenge to economic growth.
The Biden administration files a final flurry of regulatory actions. Regulators including the Consumer Financial Protection Bureau, the Environmental Protection Agency, the Federal Trade Commission and the Justice Department struck settlements with companies including American Express, Block, General Motors and Toyota, and recommended charges against the parent of Snapchat. They’re a last burst of oversight actions before the Trump administration, which is expected to take a lighter hand in regulating business, takes office next week.
Markets feel reassured by Bessent
Bitcoin, stock futures and government bonds — all are rallying modestly on Friday, the final trading day of the Biden era.
Their fortunes appear to be buoyed by renewed bullishness for the next Trump administration, with investors feeling relieved about what they’ve heard from the president-elect’s Cabinet picks on how they intend to operate.
Markets were especially heartened by Donald Trump’s Treasury secretary pick, Scott Bessent. In his confirmation hearing on Thursday, Bessent played down the inflationary risks of Trump’s agenda.
Here are the highlights:
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Bessent called for renewing and extending Trump’s 2017 tax cuts to avert “economic calamity.” But while he said cutting fiscal spending was also important, he was noncommittal about repealing the country’s debt ceiling and said entitlement programs like Medicare would be safe.
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He said tariffs should be imposed on select countries to fix trade imbalances or used as leverage to negotiate favorable trade deals. A new round directed at China seems inevitable. In response, China is zeroing in on American chipmakers.
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Bessent said that Fed independence is key to American fiscal stability. But he warned that Trump, who has long grumbled about high interest rates, was still “going to make his views known.”
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He demurred on the idea of the Fed creating a digital currency. Still, Bloomberg reports that Trump is expected to designate crypto as a national priority. Speculation is also growing that Trump will greenlight a federal Bitcoin reserve.
Other confirmation hearings raised questions about how the second Trump administration was shaping up. Gov. Doug Burgum of North Dakota, the choice for interior secretary, criticized renewables as part of a wider national “electricity crisis.” The country needed to refocus on fossil fuels to maintain its global lead in energy-intensive sectors like artificial intelligence, he added.
But Lee Zeldin, Trump’s choice to lead the Environmental Protection Agency, dodged questions about Trump’s repeated vows to roll back or scrap the Inflation Reduction Act, Biden’s signature climate legislation.
And Scott Turner, the former N.F.L. player tapped to head the Department of Housing and Urban Development, offered little detail about how he would address a housing crunch. His lack of clarity came as new Freddie Mac data showed mortgage rates hitting an eight-month high.
The surge is pricing some prospective buyers out of the market — despite the Fed having lowered borrowing costs — in a trend that has alarmed some market watchers.
The TikTok countdown continues
As TikTok nears a potential ban in the United States, elected officials are racing to find ways to delay a crisis that many of them helped stoke by backing the law behind the punishment.
Here’s where things stand.
President Biden is trying to make it Donald Trump’s problem. An administration official told NBC News that the White House was “exploring options” to forestall the app from going dark. Biden also does not plan to fine the companies that host the TikTok app, like Google and Apple, according to NBC News.
That would leave it up to Trump to enforce any punishments against TikTok and its partners. The president-elect has been weighing an executive order to let the app keep running until a U.S. buyer is found, though it is unclear how effective that would be.
Senate Democrats scrambled to arrange a delay. Lawmakers led by Ed Markey of Massachusetts, Chris Van Hollen of Maryland and Cory Booker of New Jersey have sought to pass a bill giving TikTok more time to find a buyer. But Senator Tom Cotton, Republican of Arkansas, objected, citing concerns about dangers posed by the app.
A spokesperson for Senator Chuck Schumer, Democrat of New York, told The Wall Street Journal that the minority leader spoke with Biden on Thursday about creating a delay.
TikTok’s C.E.O. is continuing to court Trump as well. In addition to sitting on the dais for the inauguration with top Cabinet picks and other tech moguls, Shou Chew is hosting a party for pro-Trump creators Sunday night, which will cost TikTok about $50,000 to throw.
Chew is also expected to attend a Trump victory rally on Sunday at the Capital One Arena, sitting in the suite of Raul Fernandez, a Trump donor and a partner at Monumental Sports and Entertainment, the sports team owner.
Musk’s gaming rank
Elon Musk has famously and unapologetically clashed with regulators and heads of state. But he is coming up against opponents who appear to have touched a nerve: gamers who have questioned his claims to video game mastery.
A recap: Musk has boasted lately on X lately about his gaming prowess, including soaring to the top of the global leader boards in Diablo IV and Path of Exile 2. Such feats require skills, sure, but also a lot of screen time, leading skeptics to question how the C.E.O. of six companies and a key adviser to Donald Trump finds the time.
Online sleuths increasingly believe they have found the answer: They’ve accused Musk of paying others to use his accounts and put in the hours to boost his rankings.
A popular YouTube gaming personality named Asmongold in particular accused Musk of being disingenuous about his rapid rise to the top.
Musk has taken those charges personally. The billionaire has shared videos of himself in action as a way to prove he’s the real deal. Musk also fired back at Asmongold, saying of the YouTuber, “he is NOT good at video games.”
Others came to Asmongold’s defense, using X’s Community Notes feature to annotate Musk’s posts.
Given the level of discussion online, this spat feels like it’s far from over.
THE SPEED READ
Deals
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Rio Tinto and Glencore reportedly held talks last year about a deal, which would have combined two of the world’s biggest miners, though discussions aren’t currently active. (Bloomberg).
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Junior investment bankers beware: Artificial intelligence tools can write 95 percent of an I.P.O. prospectus in minutes, according to David Solomon, Goldman Sachs’s C.E.O. (FT)
Politics, policy and regulation
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Meet Ken Howery, the tech investor and friend of Elon Musk who will spearhead any deal talks with Denmark over Greenland. (NYT)
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A group representing Capitol Hill staffers who work for progressive lawmakers is pushing for a 32-hour workweek. (Politico)
Best of the rest
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A SpaceX rocket broke up on Thursday during a test flight, forcing the F.A.A. to divert several commercial flights to avoid the debris. (CNBC)
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David Lynch, the director behind classic movies and TV shows including “Blue Velvet,” “Mulholland Drive” and “Twin Peaks,” has died. He was 78. (NYT)
We’d like your feedback! Please email thoughts and suggestions to dealbook@nytimes.com.
Business
The rise and fall of the Sprinkles empire that made cupcakes cool
After the dot-com bubble burst in the early 2000s, Candace Nelson reevaluated her career. She had just been laid off from a boutique investment banking firm in San Francisco’s tech startup scene, and realized she wanted a change.
From her home, she launched a custom cake service that soon morphed into an idea for a cupcake-focused bakery. Nelson and her husband — whom she met at the Bay Area firm where she had worked — then pooled their savings, moved to Southern California and together opened Sprinkles Cupcakes from a 600-square-foot Beverly Hills storefront.
The store quickly sold out on opening day in 2005, and over the next two decades, the Sprinkles brand exploded across the country, opening dozens of locations of its specialty bakeries as well as mall kiosks and its signature around-the-clock cupcake ATMs in several states.
“It was an unproven concept and a big risk,” Nelson told the Times in 2013, at which point the business had 400 employees at 14 locations and dispensed upward of a thousand cupcakes a day from its Beverly Hills ATM alone.
But now, the iconic cupcake brand is no longer.
Sprinkles abruptly shut down all of its locations on Dec. 31, leaving hundreds of retail employees across Arizona; California; Washington, D.C.; Florida; Nevada; Texas; and Utah in a lurch with little notice, no severance and scrambling to fulfill a surge of orders from customers clamoring to get their last tastes.
Candace Nelson, the founder of Sprinkles cupcakes, in Beverly Hills in 2018.
(Mel Melcon / Los Angeles Times)
Although Nelson long ago exited the company, having sold it to private equity firm KarpReilly LLC in 2012, she shared her disappointment with its fate on social media.
“As many of you know, I started Sprinkles in 2005 with a KitchenAid mixer and a big idea,” Nelson said in the post. “It’s surreal to see this chapter come to a close — and it’s not how I imagined the story would unfold.”
The company, now headquartered in Austin, Texas, made no formal announcement regarding the closures and Nelson has not said more than what she posted online. The company did share a comment with KTLA, saying “After thoughtful consideration, we’ve made the very difficult decision to transition away from operating company-owned Sprinkles bakeries.” Neither Nelson nor representatives of Sprinkles and KarpReilly responded to The Times’ requests for comment.
Sprinkles’ demise comes at a tough time for the food and beverage industry. At brick-and-mortar food retail locations, the non-negotiable ingredient and labor costs can be high. And shifting consumer sentiments away from sugar-filled sweets and toward more healthy and functional options, strained pocketbooks, as well as pushes by federal and state governments to nix artificial colors and flavoring, are creating uncertainties for businesses, those in the food industry said.
A 24-hour cupcake ATM at Sprinkles Cupcakes in Beverly Hills in 2012.
(Damian Dovarganes / Associated Press)
“Over the last 10 years the consumer has wizened up tremendously and is looking at the back of the label and choosing where to spend their sweets,” said David Jacobowitz, founder of Austin-based Nebula Snacks, an online food retailer.
At the same time, it’s also not uncommon for businesses owned by private-equity firms to close on a whim, where relentlessly profit-driven decisions might be made simply to pursue more lucrative projects. In recent years, private-equity deals have been seen to milk businesses for profit by slashing costs and quality, and have appeared to play a role in the breakup of some legacy retail brands, including Toys ‘R’ Us, Red Lobster, TGI Fridays and fabrics chain JoAnn Inc. On the flip side, private equity can help infuse much-needed cash into a business and extend its life.
Stevie León and her co-workers received a text the night before New Year’s Eve informing them the franchise Sprinkles location in Sarasota, Fla., where they worked would close permanently after their shifts the next day.
León, 33, said her position as a scratch baker mixing batter and frosting cupcakes overnight had been a dream job, since she had been searching for ways to develop baking skills without paying for expensive schooling.
“I really thought it was my forever job and it was taken away literally in a day,” she said. “I’m just taking it one day at a time.”
Ivy Hernandez, 27, the general manager at the Sarasota store, said that after the news was delivered to her boss, the franchise owner, they rushed to learn their options to keep the store afloat but quickly learned it could be legally precarious to continue operating. The store had been open less than a year.
A nearby corporate store, Hernandez said, had been in disarray for months, with employees contending with broken fridges and lapsed ingredient shipments, as managers implored higher-ups to pay the bills so the business could operate properly.
“It really felt like they were trying to do everything they could to screw everyone over as hard as possible until the end,” Hernandez said.
Sprinkles did not respond to questions about the franchise program or allegations of mismanagement in the lead-up to the closure.
A person walks by Sprinkles on the Upper East Side in New York City in 2020.
(Cindy Ord / Getty Images)
The obsession with tiny cakes in paper cups traces back to an episode of “Sex and the City” aired in 2000 showing Miranda and Carrie savoring cupcakes on a bench outside a West Village bakery called Magnolia’s Cupcakes.
“Big wasn’t a crush, he was a crash,” Carrie says to Miranda as she peels down the wrapper on a cupcake topped with bright pink buttercream frosting. She punctuates the quip by taking a big bite, leaving a glob of frosting on her face.
The scene sparked a tourism phenomenon for the bakery — which went on to create a “Carrie” line of cupcakes — and helped propel the burgeoning cupcake industry and companies like Sprinkles Cupcakes, Crumbs Bake Shop and Baked by Melissa to new heights.
Within a decade there was already talk of a “Cupcake Bubble,” coined by writer Daniel Gross in a 2009 Slate article where he argued that the 2008 economic recession laid the groundwork for a proliferation of cupcake stores across America, because a lot of people could figure out how to make tasty cupcakes cheaply and scale up without a huge capital investment.
Amid the decimation of many other local retail businesses, one could take over storefronts in heavily trafficked areas for cheap. As a result, “casual baking turned into an urban industry,” Gross said.
The cupcake fervor hit its peak when Crumbs, which had started as a single bakery on Manhattan’s Upper West Side in 2003, went public in a reverse merger worth $66 million in 2011. The wildly popular mini-cakes were selling at $4.50 a pop. But it became clear very quickly that it had grown too large, too fast. It closed in 2014 after it lost its stock listing on Nasdaq and defaulted on about $14.3 million in financing.
Analysts at the time said consumers were cooling on opulent desserts and suggested tougher times were ahead for bakeries that focused solely on cupcakes.
But Baked by Melissa has thus far proved those analysts wrong. The company has remained privately owned, and according to its founder, is focused on nationwide e-commerce operations — and on expanding the brand beyond sweets. Founder Melissa Ben-Ishay has gained a following on social media by sharing recipes for nutritious, easy-to-make meals.
“Businesses that prioritize quick value increases to get acquired often crash,” Ben-Ishay told Forbes last year. “We’re committed to maintaining product quality and steady, long-term growth.”
Before its unceremonious and sudden closure, Spinkles company leadership had pushed to diversify its business as part of a strategy to recover from a pandemic-era lull.
Chief Executive Dan Mesches told trade publication Nation’s Restaurant News in 2021 that comparable sales had grown since pre-pandemic years. He said the company had ramped up its direct-to-consumer and off-premises offerings and created a line of chocolates made to look like the tops of their cupcakes. The company also introduced a new franchise program with the goal of opening some 200 locations in the U.S. and abroad over three years.
“Innovation is everything for us,” Mesches said.
Sprinkles was known for, among other things, inventive and somewhat corny methods of customer delivery. Besides the trademark ATMs, the company’s vending machines found at many airports made loud, attention-drawing jingles, drawing dramatic complaints and jokes from TikTok travelers. In the 2010s, the company debuted a custom-built truck — “the Sprinklesmobile” — to deliver cupcakes to cities without physical locations.
Frances Hughes, co-founder of online wholesale marketplace Starch, said there’s no question that gourmet sweet treats are still in vogue. But brick-and-mortar locations are much more risky, with more unpredictability. Having large fixed costs makes a business “extremely sensitive to small changes in traffic or frequency,” while online or e-commerce models can be more flexible.
“I think cupcakes as a product still have demand. But the novelty paths that support that rapid retail expansion have passed,” Hughes said.
When Nelson, the Sprinkles founder, posted her somber message about the closure, she asked people to share memories of the company. Many offered heartfelt responses, her comments flooded with stories, for example, of poor college students making the trek to the Beverly Hills location for a limited number of first-come, first-served free cupcakes.
But many of the comments also criticized Nelson’s sale to private equity.
“You sold it to PE and expected it to not close?? What planet are you living on? I don’t begrudge you for selling as that’s entirely your choice but to think any PE firm cares about a company in the slightest is insanity,” one Instagram user said.
Nicole Rucker, an L.A.-based pastry chef and owner of Fat+Flour Pie Shop, said she didn’t observe a decline in the quality of the product after the private-equity takeover. She has been a longtime admirer of the company, driving up from San Diego to sample the cupcakes when its store opened. The simple attractiveness of the box and the logo, and the consistency in the way cupcakes were decorated, “was inspiring,” she said.
“It had a strong hold on people for years,” Rucker said.
Rucker said however that when a private-equity-owned business shutters, she doesn’t feel sadness: “I would rather give my money to a fellow small-business owner, because I would rather know that every dollar and every sale matters.”
Michelle Wainwright, the owner and founder of Indiana-based bakery Cute as a Cupcake! said that although the niche cupcake industry may no longer be in its heyday — with “Sex and the City” no longer airing and competitive baking show “Cupcake Wars” (which Candace Nelson served as a judge on) now canceled — they are still versatile treats, with great potential for creativity.
And they are sentimental to her, because she uses her grandmother’s recipe.
“Cupcakes are still a winner,” Wainwright said. “It’s my belief that a life with out cupcakes is a life without love.”
Business
Bay Area semiconductor testing company to lay off more than 200 workers
Semiconductor testing equipment company FormFactor is laying off more than 200 workers and closing manufacturing facilities as it seeks to cut costs after being hit by higher import taxes.
The Livermore, Calif.,-based company plans to shutter its Baldwin Park facility and cut 113 jobs there on Jan. 30, according to a layoff notice sent to the California Employment Development Department this week. Its facility in Carlsbad is scheduled to close in mid-December later this year, which will result in 107 job losses, according to an earlier notice.
Technicians, engineers, managers, assemblers and other workers are among those expected to lose their jobs, according to the notices.
The company offers semiconductor testing equipment, including probe cards, and other products. The industry has been benefiting from increased AI chip adoption and infrastructure spending.
FormFactor is among the employers that have been shedding workers amid more economic uncertainty.
Companies have cited various reasons for workforce reductions, including restructuring, closures, tariffs, market conditions and artificial intelligence, which can help automate repetitive tasks or generate text, images and code.
The tech industry — a key part of California’s economy — has been hit hard by job losses after the pandemic, which spurred more hiring, and amid the rise of AI tools that are reshaping its workforce.
As tech companies and startups compete fiercely to dominate the AI race, they’ve also cut middle management and other workers as they move faster to release more AI-powered products. They’re also investing billions of dollars into data centers that house computing equipment used to process the massive troves of information needed to train and maintain AI systems.
Companies such as chipmaker Nvidia and ChatGPT maker OpenAI have benefited from the AI boom, while legacy tech companies such as Intel are fighting to keep up.
FormFactor’s cuts are part of restructuring plans that “are intended to better align cost structure and support gross margin improvement to the Company’s target financial model,” the company said in a filing to the U.S. Securities and Exchange Commission this week.
The company plans to consolidate its facilities in Baldwin Park and Carlsbad, the filing said.
FormFactor didn’t respond to a request for comment.
FormFactor has been impacted by tariffs and seen its growth slow. The company employs more than 2,000 people and has been aiming to improve its profit margins.
In October, the company reported $202.7 million in third-quarter revenue, down 2.5% from the third quarter of fiscal 2024. The company’s net income was $15.7 million in the third quarter of 2025, down from $18.7 million in the same quarter of the previous year.
FormFactor’s stock has been up 16% since January, surpassing more than $67 per share on Friday.
Business
In-N-Out Burger outlets in Southern California hit by counterfeit bill scam
Two people allegedly used $100 counterfeit bills at dozens of In-N-Out Burger restaurants in Southern California in a wide-reaching scam.
Glendale Police officials said in a statement Friday that 26-year-old Tatiyanna Foster of Long Beach was taken into custody last month. Another suspect, 24-year-old Auriona Lewis, also of Long Beach, was arrested in October.
Police released images of $100 bills used to purchase a $2.53 order of fries and a $5.93 order of a Flying Dutchman.
The Los Angeles County District Attorney’s Office charged Lewis with felony counterfeiting and grand theft in November.
Elizabeth Megan Lashley-Haynes, Lewis’s public defender, didn’t immediately respond to a request for comment.
Glendale police said that Lewis was arrested in Palmdale in an operation involving the U.S. Marshals Task Force. Foster is expected in court later this month, officials said.
”Lewis was found to be in possession of counterfeit bills matching those used in the Glendale incident, along with numerous gift cards and transaction receipts believed to be connected to similar fraudulent activity,” according to a police statement.
A representative for In-N-Out Burger told KTLA-TV that restaurants in Riverside, San Bernardino and San Diego counties were also targeted by the alleged scam.
“Their dedication and expertise resulted in the identification and apprehension of the suspects, helping to protect our business and our communities,” In-N-Out’s Chief Operations Officer Denny Warnick said. “We greatly value the support of law enforcement and appreciate the vital role they play in making our communities stronger and safer places to live.”
The company, opened in 1948 in Baldwin Park, has restaurants in nine states.
An Oakland location closed in 2024, with the owner blaming crime and slow police response times.
Company chief executive Lynsi Snyder announced last year that she planned to relocate her family to Tennessee, although the burger chain’s headquarters will remain in California.
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