Crumbs ahead on new business model

by Josh Sosland
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LINCOLNSHIRE, ILL. – Crumbs Bake Shop, the retail cupcake business which emerged from bankruptcy in 2014, said it has begun a transformation process in which a more comprehensive selection of baked foods will be available at its retail shops. 

The company said it plans to offer gourmet cookies, Danish, bagels, brownies and a variety of cakes, including Bundt cake, coffee cake, strawberry shortcake and cheesecake. The company will offer a limited breakfast menu in 11 of its high volume stores in the Midwest and Northeast. Marcus Lemonis, who hosts the CNBC television show “The Profit,” purchased the chain from bankruptcy last year. In addition to expanding the Crumbs offerings, the company is planning to sell its products in supermarkets, online and “through product integration.”

The breakfast menu will be offered in two Chicago locations, in New York City, and locations near New York – Westfield and Hoboken, N.J.; Stamford, Conn.; and the Roosevelt Field Mall in Long Island, N.Y.

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