A celebrity investor and corporate dessert maker are resurrecting Crumbs, a cupcake shop chain that filed for bankruptcy over the summer. To mark its rebirth, the shop will also introduce a new dessert, the Baissant, a bagel-croissant hybrid.
“Saving this iconic bake shop was important to me,” said Marcus Lemonis, host of CNBC’s The Profit. He purchased the brand in partnership with Fischer Enterprises. Lemonis said the shop would “introduce a wide variety of treat” in the coming months.
Crumbs reopened its first shop in New York City’s Garment District neighbourhood on Tuesday. The shop plans to re-establish another 25 stores in cities across the US in the coming months.
Lemonis and Fischer Enterprises are not new to the dessert branding world. Crumbs is the second cupcake brand Lemonis owns; Wicked Good Cupcakes is the first. Fischer owns such brands as Dippin’ Dots, the chain that sells ice cream made of tiny pellets, and Doc Popcorn, which makes popcorn in such flavours as apple crisp and French toast.
The shop is offering a panacea of new cross-branded flavours to cupcake-starved New Yorkers, including “Key West Key Lime Pie” and “Sweet Pete’s Salted Caramel Chocolate Cupcake”.
The combination bagel-croissant, the Baissant, is the shop’s second answer to celebrity confectioner Dominique Ansel’s success combining desserts. Crumbs had previously, before its bankruptcy, “invented” the Crumbnut after Ansel’s success introducing the cronut, a croissant-doughnut. Ansel has gone on to create other desserts, such as the Waffogato (affogato-waffle) and peanut butter stuffed pretzels that resemble lobster tails.
