Get All Access for $5/mo

Crumbs's Comeback Begins With Grand Reopening and Pastry Mashups Crumbs is celebrating its reopening under new owners Marcus Lemonis and Fischer Enterprises with 'Crumbnuts' and 'Baissants.'

By Kate Taylor

Opinions expressed by Entrepreneur contributors are their own.

Crumbs is coming back – and the new owners are serving up some culinary mashups.

Crumbs Bake Shop is reopening its doors in New York City on Tuesday with new products that go beyond the classic cupcake. The chain will now be operated under the direction of new owners Marcus Lemonis, serial entrepreneur and the host of CNBC's show The Profit, and Fischer Enterprises, the company that also owns Dippin' Dots and Doc Popcorn.

Lemonis Fischer Acquisition Company, LLC, a joint venture between Lemonis and Fischer Enterprises, completed its purchase of Crumbs in August for $6.5 million. The two investors first announced their plan to buy the cupcake chain in July, just a week after Crumbs abruptly closed all of its stores and delisted from Nasdaq.

Related: Crumbs Could Get Reprieve Thanks to Investor Group

"Saving this iconic bake shop was important to me not only because of its existing delicious products, but because there is a tremendous opportunity to expand product offerings so that every sweet lover can find something they'll enjoy," Lemonis said in a statement. "We'll be leveraging collaborations between Crumbs and other companies in my portfolio in the coming months to introduce a wide variety of treats that consumers across the country will have access to."

The reopened store will sell two new cupcake flavors that showcase other brands owned by Lemonis: Sweet Pete's Salted Caramel Chocolate Cupcake and Key West Key Lime Pie Cupcake. In addition to the Crumbnut, a treat similar to the Cronut that was on the menu before the chain's shutdown, shops will sell the Baissant, a bagel-croissant mashup. The reopened store will also have a cooler to showcase frozen dessert offerings, as well as a new cookie line and chocolate bar. These new offerings are in line with Lemonis's vision of expanding the cupcake concept into a full-on bake shop.

Twenty-five additional Crumbs's locations are set to open in the next month, following the grand reopening on Tuesday. The shops will be located in New York City, Boston, Chicago, Los Angeles, Washington D.C. and Newark, Del. The remaining 22 shops will remain shuttered.

Related: Crumbs Buyer's Bid Goes Unchallenged as Chain Prepares to Emerge From Bankruptcy

Kate Taylor

Reporter

Kate Taylor is a reporter at Business Insider. She was previously a reporter at Entrepreneur. Get in touch with tips and feedback on Twitter at @Kate_H_Taylor. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business Solutions

How to Build Trust and Transparency With Your Customers While Taking Their Data

In this article, we'll explore why businesses must prioritize customer data security and privacy when embracing innovation and provide guidance on navigating the complex landscape to mitigate inherent risks.

Productivity

6 Habits That Help Successful People Maximize Their Time

There aren't enough hours in the day, but these tips will make them feel slightly more productive.

Side Hustle

The Side Hustle He Started in His College Apartment Turned Into a $70,000-a-Month Income Stream — Then Earned Nearly $2 Million Last Year

Kyle Morrand and his college roommates loved playing retro video games — and the pastime would help launch his career.

Business News

Their Million-Dollar Home Was Listed 'For Sale By Owner' on Zillow for $10,200 — and Not By Them: 'Zero Help'

A Kansas couple has no intention of selling their five-bedroom home, but people keep knocking on their door.

Business News

Elon Musk Isn't Suing ChatGPT-Maker OpenAI Anymore

His decision comes one day after criticizing OpenAI's new partnership with Apple.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.