Crumbs Will Bake Again

Cupcakes from Crumbs Bake Shop

Cupcakes from Crumbs Bake Shop

Crumbs Bake Shop has returned to Boston. The chain bakery that closed many of its stores in July reopened in near Dewey Square and South Station on Oct. 31, reported the Boston Business Journal.

The franchise is also planning to reopen stores in New York, Los Angeles, Chicago, Boston and Washington, D.C. According to Bostinno, the former mall locations, such as the one in the Prudential Center, from Crumbs will likely remain closed.

Crumbs filed for Chapter 11 bankruptcy protection and transferred ownership of the company to Marcus Lemonis, of CNBC’s The Profit series and CEO of Camping World and Good Sam Enterprises, and Fischer Enterprises, which also owns Dippin’ Dots, the Boston Business Journal said.

The new Crumbs store downtown will offer the company’s well-known cupcakes, along with new products including “Among them: the “baissant,” which is a combination of a bagel and a croissant; “Wicked Good cupakes,” a local company in which Lemonis invested; and the “crozel,” which is billed as a combination of a croissant and a pretzel.” They will also sell cupcake “push pops”, which are pretty much what they sound like; cupcakes in a tube.

It definitely seems as if Crumbs is trying to not only expand, but also be different and innovative. I guess we will see how well these strategies work.

I have never tried a cupcake from Crumbs before they closed down. I hadn’t heard great things about their cupcakes. I did have them once this summer when Crumbs has variety packs of giant cupcakes for sale at BJ’s (again, not overly impressed). But maybe with the new ownership and attempts to revamp and expand the brand, the products will improve. I’m willing to give them a shot. Maybe I’ll even expand my horizons and go for the push pop.

Photo by Evan-Amos. 


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