Crumbs Bake Shop
|Traded as||NASDAQ: CRMB|
|Founders||Mia & Jason Bauer|
|Headquarters||New York, New York, U.S.|
|Revenue||$57 million (2013 revised projection)|
|Website||Crumbs Bake Shop|
Crumbs Bake Shop (aka Crumbs or Crumbs Bakery) was a bakery chain headquartered in New York City. Founded in 2003 as a small mom-and-pop style bakery on the Upper West Side of Manhattan by Mia & Jason Bauer, the company expanded to 79 locations in eight states (New York, Illinois, Virginia, New Hampshire, Massachusetts, New Jersey, Rhode Island, and California) and Washington, D.C..
Crumbs cupcakes came in an assortment of sizes and fillings. Cupcake flavors were based on themes and took inspiration from other desserts such as cookie dough, tiramisu, and caramel apple. Cupcakes named after celebrities like Artie Lange, Gary Dell'Abate, and Elvis Presley were also on the menu. Cupcakes from Crumbs came in three main sizes; the mini "taste" size, the "classic" size (labeled as "supermarket size") and the "signature" size, which were almost double the size of standard cupcakes at six ounces and four inches in height. The "signature" size cupcakes cost anywhere from $3.50 to $4.50.
The bakery also made a "Colossal Cupcake" for $24.95; it was about 6 and a half inches high and served 6 to 8 people. Crumbs posted small signs in front of each cupcake or baked good reporting the price and calorie count. The blackbottom cheescake brownie cupcake was reported to have 1,090 calories. Crumbs also had a completely gluten free bakeshop that offers the same products as their Greenwich Village, Manhattan store, one of the original Crumbs stores.
On August 6, 2012, the company announced a partnership with Starbucks to serve their brand of coffees, teas, and other assorted beverages. The partnership ended in September 2013 due to a sharp decrease in sales and customer satisfaction.
On May 15, 2013, the company announced it had partnered with chef and restaurateur David Burke to begin marketing a new line of gourmet sandwiches and salads to be sold at select Crumbs locations. This partnership ended roughly a month later due to poor sales.
On September 13, 2013, the company announced the planned opening of their first ever gluten-free store in lower Manhattan. Crumbs Gluten Free featured the same cupcakes, cookies, brownies and pastries that the brand is known for in gluten-free versions.
On February 4, 2014, the company announced a partnership with Pelican Bay Ltd. to create a line of At-Home kits, including Crumbs Cupcake mixes, hot chocolate kits, cupcake-in-a-mug kits and "Colossal" cupcake kits. The line was sold at club and craft stores across the country.
Crumbs Bake Shop, a publicly traded business listed on NASDAQ, reached its peak stock price in 2011. A one-time loss of US $700,000 due to Hurricane Sandy in combination with steadily declining sales due to competition from locally owned mom-and-pop cupcake shops as well as increased competition from grocery stores, caused a sharp decline in the company's prospects and stock price in 2013. Crumbs borrowed $10 million through convertible promissory notes and announced plans to close some underperforming stores in 2013.
On July 8, 2014, the company announced it would immediately close all of its remaining locations and is evaluating its options, including a possible bankruptcy filing. Crumbs, which went public three years ago at the height of the gourmet-cupcake boom, has seen its financial outlook deteriorate amid several years of losses, a dwindling cash supply, and a food craze that is petering out. The company’s stock was delisted from the NASDAQ Stock Market on July 1, a development that the company warned would trigger a default on some debt payments.
Shortly after Crumbs closed its shops, an announcement was made that a deal had been reached to transfer the rights to the chain to an investment group including Marcus Lemonis (of the CNBC reality show The Profit) and Fischer Enterprises. The group stated that their intentions were to rapidly reopen stores with more diverse offerings. As part of the agreement the existing corporation filed for bankruptcy, and court approval was needed to finalize the deal.
On August 26, 2014, Crumbs won court approval to start reopening its stores; it plans to keep only about 24 stores open.
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- "Crumbs Bake Shop". Crumbs. Retrieved 2014-08-27.
- "Crumbs Bake Shop, Inc. Partners With Pelican Bay Ltd.". Yahoo. 2014-07-14. Retrieved 2014-08-27.
- Cupcake purveyor Crumbs Bake Shop closes L.A., other stores. Los Angeles Times. Retrieved July 8, 2014.
- "Cupcake Bubble Bursts: Crumbs Throws in the Towel". The Wall Street Journal. July 8, 2014.
- Sam Frizell (2014-07-11). "CNBC star Marcus Lemonis will buy Crumbs cupcake chain". NY Daily News. Retrieved 2014-08-27.
- Randazzo, Sara (2014-08-26). "Crumbs Bake Shop to Reopen Stores After Court Approval". The Wall Street Journal. Retrieved 2014-08-27.