First Crumbs Shop Reopens in NYC with New Treats

Stefanie Tuder/ABC News(NEW YORK) — Crumbs has got to stop playing with our emotions.

Customers watched all spring as news spread of the bakery’s declining stock, and then the final stake in the cupcakery’s heart hit in early July — all locations were closing, pretty much effective immediately.

And then, it was announced late last week that the chain was being resurrected nationally: Marcus Lemonis, entrepreneur and host of CNBC’s hit reality series The Profit, and Fischer Enterprises, owner of Dippin’ Dots, were teaming up to bring back the massive cupcakes many of us have been missing.

It’s hard to believe that the chain could be back so quickly, but Lemonis and Fischer Enterprises formed a joint venture, Lemonis Fischer Acquisition Company, LLC, to “save the bake shop,” according to their press release. They plan to open 26 locations in cities across the country in the next month.

“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 the release. “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.”

So, on Tuesday morning, the first Crumbs re-opened in New York City’s midtown, and ABC News stopped by to see exactly what these new “treats” were.

The mood in the shop was celebratory, with the new offerings prominently on display, including gluten-free cupcakes, baissants (bagel-croissant hybrids), crozels (croissant-pretzel hybrids), Greek yogurt muffins and more.

And there were, of course, still the classic massive cupcakes the shop was built on.

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