Crumbs Bake Shop, the cupcake chain saved from bankruptcy this summer by the owner of Dippin' Dots and entrepreneur Marcus Lemonis, reopened today with fresh gimmicks.
Among its new offerings: the "baissant," which is a bagel-croissant hybrid, and "Nutella Crozels," which aim to mix the winningest charms of croissants and pretzels. Crumbs is also serving "crumbnuts," a doughnut-croissant combo reminiscent of the Cronut made popular by chef Dominique Ansel.
Crumbs, which expanded too quickly amid the nation's historic cupcake boom, is now owned by a joint venture between Lemonis and Fischer Enterprises, the owner of Dippin' Dots and Doc Popcorn. Lemonis Fischer Acquisition pursued Crumbs, which shuttered all of its locations in early July, to help it reopen as well as "diversify the brand and bring new products to the mass market," according to a statement today. Those new items include a cookie line, ice cream products, and a chocolate bar.
"We believe we have found a winning formula by combining the beloved Crumbs cupcakes with an exciting new mix of products," Scott Fischer, chief operating officer of Fischer Enterprises, said in today's statement. "The revamped Crumbs concept should appeal to both the existing Crumbs customer base and anyone looking for a great sweet or snack option."
Indeed, it is possible the baissant will fill a void that nobody was aware needed filling.
True to the new ownership, the reopened Crumbs features flavors such as Sweet Pete's Salted Caramel Chocolate Cupcake and a Key West Key Lime Pie Cupcake. Both Sweet Pete's and Key West Key Lime Pie Co. are owned by Lemonis Enterprises. The store features a cooler of Dippin' Dots, according to Business Insider, and is selling a "Dipping Dots Delight" cupcake.
The Dipping Dots Delight cupcake does not contain ice cream.
Crumbs, which reopened its Manhattan location at 37th Street and Broadway today, said it plans to open 26 more locations in the next 30 days in cities including Boston, Chicago, Los Angeles, and Washington, D.C.