NEW YORK CITY, NY
After closing 48 of its bake shops last July, Crumbs Bake Shop is ready to make a strong comeback with the reopening of 26 of its nationwide locations in cities ranging from Boston, to New York City, to Los Angeles. The first of these locations in New York City at Broadway between 37th and 38th St has already had its grand reopening, welcoming Empire State customers back Tuesday morning for a sweet treat. 15 more New York City are set to join it over the near future.
This rebirth is the fruit of the investment of CNBC star Marcus Lemonis and Fischer Enterprises, who purchased the chain for $6.5 million and steered it out of bankruptcy and towards economic viability with an additional $2 million in funding.
“I am convinced that the model they had was totally broken and the model we have is a lot closer to where it needs to be,” Lemonis told The New York Daily News.
The new stores will feature a revamped menu, which reduces the number of cupcakes offered to 50% of the total menu in order to make room for products which appeal to a wider range of consumers. Some of these products, such as the Key West Key Lime Pies, will be sourced from other brands owned by Lemonis.
The New York Daily News also reports that 10% of Crumbs Bake Shop products will be tailored to the local audience, helping it to better fit into the community. For example, New York stores will sell challah bread for its Jewish customers.
Crumbs Bake Shop will also be rolling out a brand new product for its customers to enjoy: Baissants. These crosses between a bagel and a croissant certainly look delicious. I just wish there was a Crumbs Bake Shop closer to me so that I could try one myself!
Ice cream lovers will also be able to pick up Crumbs brand ice cream in their local supermarkets starting in November, Lemonis revealed.
Crumbs Bake Shop says that many of these reopening will take place over the next 30 days. If all goes according to plan, that could make this winter a big test for Crumbs and Lemonis' vision for the franchise. One thing is for sure however: this will certainly be an exciting chain to follow for those with their ear to the ground in the bakery industry.
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