Crumbs Reopens, With New Treats on the Menu
The writer wants to eat all of the Kid’s Favorite Taste Pack pictured above. Courtesy of Crumbs
Cupcake-loving kosher-keepers rejoice — Crumbs is back in action and sweeter than ever.
The cupcake chain, which opened in 2003 on the Upper West Side, closed its doors this past July. I remember it well. My Israeli cousins were devastated that they’d need to find a new bakery to supply them with sweets on their annual New York visits. Now we can all breath a sigh of relief, because as of Sukkot, Crumbs has reopened in Herald Square with a lofty selection of cupcakes, of course, as well as challah, ice cream and a new creation, the bassant (bagel croissant!).
After incurring $14 million in debts, Crumbs owes its second chance to Beirut-born Marcus Lemonis, entrepreneur and star of CNBC’s “The Profit.” On the show, Lemonis finds ways to bring failing businesses back into the game. And really, if bassants won’t do the trick, I don’t know what will.
Hadas Margulies is the new food intern at the Forward. Find her at HadasMargulies
I hope you appreciated this article. Before you go, I’d like to ask you to please support the Forward’s award-winning journalism this Passover.
In this age of misinformation, our work is needed like never before. We report on the news that matters most to American Jews, driven by truth, not ideology.
At a time when newsrooms are closing or cutting back, the Forward has removed its paywall. That means for the first time in our 126-year history, Forward journalism is free to everyone, everywhere. With an ongoing war, rising antisemitism, and a flood of disinformation that may affect the upcoming election, we believe that free and open access to Jewish journalism is imperative.
Readers like you make it all possible. Right now, we’re in the middle of our Passover Pledge Drive and we still need 300 people to step up and make a gift to sustain our trustworthy, independent journalism.
Make a gift of any size and become a Forward member today. You’ll support our mission to tell the American Jewish story fully and fairly.
— Rachel Fishman Feddersen, Publisher and CEO
Join our mission to tell the Jewish story fully and fairly.
Only 300 more gifts needed by April 30
