New Hope for Crumbs Kosher Cupcakes
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New Hope for Crumbs Kosher Cupcakes

'The Profit' star Marcus Lemonis mulls investing in Crumbs Bakery, but plan isn't fully baked yet.

Hannah Dreyfus is a staff writer at the New York Jewish Week. She covers abuses of power in non-profit and religious settings. She heads up the Investigative Journalism Fund, an initiative to fill a gap in investigative and enterprise reporting. Reach her at hannah@jewishweek.org

Fear not, kosher cupcake lovers — there is still hope.

Marcus Lemonis, star of CNBC’s “The Profit,” has agreed to finance the cupcake chain that abruptly closed its doors this week, the New York Times DealBook reported. Currently, he is outlining a new strategy that will expand Crumbs’ offerings beyond cupcakes.

“I don’t believe a single (product) cupcake business is viable in the long term,” Lemonis told the Daily News. Though the store was “originally envisioned as a bake shop,” Lemonis hopes to turn it into “a sweets and snacks shop, not just cupcakes.”

Lemonis, who is chief executive officer of Camping World and Good Sam Enterprises, has partnered with the Fischer family, the owners of ice cream brand Dippin’ Dots, to try to save Crumbs.

This is not the first time Lemonis has stepped in as baked-goods savior. He helped Rose’s Bakery & Wheat Free Café, which was set to close on Christmas Eve of 2012, when Lemonis offered in with an investment that would allow the bakery to remain open. He has added several other small food businesses, including Key West Key Lime Pie Co., Little Miss Baker, and Matt’s Cookies, to his holding company, Marcus Lemonis Enterprises LLC.

Lemonis still hopes to involve previous Jewish owners and founders, Mia and Jason Bauer, in some way (though not as financial advisors).

Will the revamped brand still be kosher certified? We’ll have to wait and see. Even Lemonis says his idea is not yet fully baked.

editor@jewishweek.org

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