SOURCE: Crumbs Bake Shop

Crumbs Bake Shop

October 09, 2014 17:07 ET

Crumbs Bake Shop Celebrates Grand Re-Opening Following Brand Restructuring

Re-Launch of the Online Ordering System Also Scheduled for

LINCOLNSHIRE, IL and OKLAHOMA CITY, OK--(Marketwired - Oct 9, 2014) - Crumbs Bake Shop, a popular specialty retail chain, is celebrating its grand re-opening on Tuesday at 1385 Broadway (between 37/38th) in New York, beginning at 7:30 am, under the direction of Marcus Lemonis, entrepreneur and host of CNBC's hit reality series The Profit, and Fischer Enterprises, owner of Dippin' Dots, LLC and Doc Popcorn, LLC. Lemonis and Fischer Enterprises formed a joint venture, Lemonis Fischer Acquisition Company, LLC, to save the bake shop from closing its doors last July when it was on the heels of bankruptcy, and initiated plans for the bake shop to not only re-open its doors, but to put a process in place to diversify the brand and bring new products to the mass market, including a new cookie line, ice cream products and a chocolate bar among other confectionary items.

"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," said Lemonis. "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."

"We are thrilled to be able to follow through on our promise by reopening the first of several Crumbs Bake Shop retail locations," said Scott Fischer, C.O.O., Fischer Enterprises. "We believe we have found a winning formula by combining the beloved Crumbs cupcakes with an exciting new mix of products. The revamped Crumbs concept should appeal to both the existing Crumbs customer base and anyone looking for a great sweet or snack option."

Lemonis will appear at Tuesday's grand re-opening celebration at 12:45pm, where customers will have the opportunity to sample many popular favorites Crumbs cupcakes, including Red Velvet, Carrot Cake and Cookies & Cream. Customers can expect a new, modern experience at the renovated facility which has been repainted and now features a new merchandising cooler installed for showcasing its frozen dessert product offerings. While all of the traditional Crumbs classic cupcakes will be available for sampling and purchasing, a few new flavors that have already been added to the menu including a Sweet Pete's Salted Caramel Chocolate Cupcake and a Key West Key Lime Pie Cupcake will also be available. Additionally, Crumbs will now offer a variety of cupcakes, cookies and brownies as gluten-free and will be featuring the already popular Crumbnut, a doughnut-croissant hybrid, and the new Baissant, which is a combination of the bagel and croissant.

Plans are in place for Crumbs to re-open an additional 25 locations in the next 30 days in major metropolitan areas including Boston, Chicago, Los Angeles, Newark, DE, New York and Washington, DC. Store re-openings will be announced in the coming weeks online and via social media, and online ordering will be available at the newly revamped website on October 14th as well.

Lemonis continued, "We received feedback from so many customers that were disappointed in the closing of this iconic brand. Through restructuring the business, we believe we will be able to transition the brand from just a cupcake shop to a sweets and snacks destination."

For more information regarding Crumbs Bake Shop, or to purchase goods online, visit, and tune into CNBC Tuesday's at 10pm ET/PT to watch Lemonis as he saves struggling businesses on The Profit.

About Crumbs Bake Shop

Crumbs Bake Shop opened its doors in March of 2003 on the Upper West Side of Manhattan, offering a blend of comfort-oriented classic baked goods, including its specialty Crumbs signature-size cupcakes. In July of 2014, Marcus Lemonis and Fischer Enterprises stepped in to take ownership of Crumbs and save the business from closing its doors, as well as to expand its product offerings beyond traditional cupcake goods.

About Fischer Enterprises

Fischer Enterprises is a privately held investment company based in Oklahoma City, Oklahoma, and is the owner of frozen treat maker Dippin' Dots, L.L.C., and kettle-cooked popcorn innovator Doc Popcorn, LLC, both of which serve national and international markets. Together with Marcus Lemonis, Fischer Enterprises added Crumbs Bake Shop to its portfolio in July 2014, rounding out its product base.

About Marcus Lemonis

Marcus Lemonis is an entrepreneur, investor, television personality, and chairman and CEO of Camping World and Good Sam Enterprises. Camping World is the nation's largest RV and outdoor retailer, and Good Sam is the world's largest RV owner's organization.

Lemonis is also known as the "business turnaround king" and host of CNBC's prime time reality series, The Profit, in which he lends his expertise to struggling small businesses around the country and judges businesses based on a "Three P" principle: People, Process, and Product. The Profit returns on CNBC next week with new episodes beginning Tuesday, October 14 at 10PM ET/PT.

A vast variety of businesses can be found under his holding company Marcus Lemonis Enterprises LLC, such as: 1-800-Car-Cash, Amazing Grapes, AutoMatch USA, Bee's Knees Food Co., Betty Lou's, Crumbs Bake Shop, Dapper Classics, eNet IT Group, Key West Key Lime Pie Co., Little Miss Baker, Mr. Green Tea, Pie King, ProFit Protein Bars, RawONE, Rose's Café & Bakery, Sweet Pete's and Wicked Good Cupcakes.

More about Marcus Lemonis can be found at

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