Crumbs locations to pour Starbucks drinks
Crumbs Bake Shop Inc. will soon pour Starbucks-branded coffees, teas and espresso drinks at all 51 locations of its cupcake chain, the company said Monday.
The New York-based company, which went public last year, said Crumbs will be the largest chain to serve Starbucks beverages outside the Seattle-based coffeehouse’s 17,651-unit system.
Terms of the deal were not disclosed.
Julian Geiger, Crumbs’ president and chief executive, said Starbucks coffee is perfectly suited to its cupcakes.
“We believe that the availability of Starbucks drinks in our stores will greatly enhance the Crumbs experience for our customers and significantly increase our beverage business,” Geiger said in a statement. “As our beverage business increases, we also expect to see an increase in the demand for our baked goods.”
Crumbs’ 33 New York units will be the first to serve Starbucks beverages under the agreement, beginning in September. In time, the drinks will be rolled out to all Crumbs locations, in Washington, D.C.; Virginia; Boston; Chicago; and on the West Coast, the company said.
In recent years, Starbucks has been building the foodservice business for its secondary Seattle’s Best Coffee brand, which is brewed by a number of restaurant chains, including Burger King, Subway and Taco Bell.