The beleaguered cupcake chain Crumbs officially rebounds from its post-bankruptcy funk with a grand reopening celebration next Tuesday at its newly repainted Garment District location at 1385 Broadway. Twenty-five more stores in Boston, Chicago, L.A., and other cities are scheduled to open with blowouts of their own over the course of the next 30 days, but that’s not all: Marcus Lemonis, the TV host and one of the chain’s new partners, is also packing a bagel-croissant hybrid that promises to embody the “new, modern” Crumbs experience.
There’s been no mention of any eventual mason-jarred Dippin’ Dots, but the “baissant,” the new pastry mash-up, next week takes its rightful place on the Crumbs throne alongside the Crumbnut, the chain’s newly resurrected Cronut knockoff. (Baissant also seems to mean lowering, diminishing, and declining in French, so let’s hope that’s not portentous.) In a move that signifies diversification way beyond cupcakes, the revamp will feature a cooler for its “frozen dessert product offerings,” cookies, a Crumbs chocolate bar, some gluten-free options, and new cupcake flavors like key lime and salted caramel. [Marcus Lemonis via BI]
