Crumbs Cupcakes Reopens in Midtown Manhattan

Less than three months after abruptly closing its bake shops nationwide, Crumbs reopened Tuesday in Midtown Manhattan.

The popular cupcake chain opened the doors to its location on Broadway between 37th and 38th streets at 7:30 a.m., according to a news release from the restructured company. It'll be the first time New Yorkers can get Crumbs cupcakes since the company filed for bankruptcy in July after being delisted from Nasdaq.

As part of the reopening, Crumbs is offering a wider range of confectioneries and pastries, including new cupcake varieties, cookies, ice cream and chocolate bars.

The chain said it is also offering its take on the donut-croissant crossover made famous by cronut creator Dominique Ansel and will also be selling a bagel-croissant hybrid it is calling the Baissant.

Tuesday's reopening will also feature an appearance by the chain's new owner, Marcus Lemonis. Lemonis is the host of the CNBC show "The Profit" and is an entrepreneur who also owns stakes in other confectionary companies including Dippin' Dots.

"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," he said.

Crumbs said that after Tuesday's reopening, plans are in place to reopen 25 more locations in New York, Boston, Chicago, Los Angeles, Washington, D.C., and in Delaware over the next 30 days.

The company will also begin selling sugary treats on its website Tuesday.

Crumbs was founded in 2003 by husband-and-wife team Jason and Mia Bauer on the Upper West Side. It was purchased by a shell company in 2011 and went public, selling giant cupcakes topped with M&Ms, cookie dough, and Girl Scout cookies.


Crumbs is back! The cupcake store reopened today in midtown after abruptly closing this summer. Katherine Creag has the story today on #NBC4NY at noon. (Credit: @katcreag4NY/Twitter)

View on Instagram

@-webkit-keyframes"dkaXkpbBxI"{ 0%{opacity:0.5;} 50%{opacity:1;} 100%{opacity:0.5;} } @keyframes"dkaXkpbBxI"{ 0%{opacity:0.5;} 50%{opacity:1;} 100%{opacity:0.5;} }
Contact Us