A storied cupcakery is rising from the ashes. Crumbs Bake Shop was a fast-growing cupcake chain that went public in 2011 with plans to open 200 new stores. When it declared bankruptcy in 2014, pundits cried crocodile tears and proclaimed the death of cupcakes. Crumbs made a partial comeback, then closed all of its stores in a final 2017 bankruptcy.
By the end of 2022, it expects to be back. The original owners tell Bake Magazine they are reviving the company as a wholesaler. The Crumbs brand – portrayed as the symbol of cupcakes’ demise – is bringing its name back to market. Crumbs rises from the ashes. Cupcakes persist as the little engines that could.
This news and more appears in the July 2022 issue of The Cupcakologist Chronicles, my monthly newsletter.
Andrea Adleman | Cupcakologist 