Crumbs Bake Shop, the former cupcake giant which was resurrected from bankruptcy last summer by serial investor Marcus Lemonis, is hoping to revive sales by diversifying its menu beyond just colossal cupcakes. Lemonis is the star of the CNBC reality television show The Profit, in which he offers guidance to struggling businesses.Previously on the show, Lemonis indicated that he intended to transform the Crumbs brand by expanding its menu.
According to Crain’s Chicago, the company will soon launch a limited breakfast menu in 11 of its locations in the Midwest and Northeast. In total, the company currently has 26 locations. At its peak, there were at least 65 Crumbs stores across several states.
Details about the upcoming breakfast menu have yet to be finalized, but will presumably reach all 26 locations if the first batch does well. Crumbs Bake Shop currently offers bagels, cookies, ice cream, full cakes, and coffee.