![]() ![]() And for the first time, the company also had to figure out nationwide shipping ahead of the launch. To replicate the look, Crumbs Bakeshop is merchandising the grocery line in clear boxes that showcase the products. “We’d always had unique packaging with our clear bags that show the cupcakes,” Mia Bauer said. The packaged cupcakes and cookie line will roll out at hundreds of major retail locations, such as Fairway, Westside Market and ShopRite. This means that instead of opening up a series of bakeries like they did in the past, the Bauers have invested in setting up a commercial facility - the first in New York, with more to come - alongside several fulfillment strategies - including same-day delivery and grocery packaging. These channels are direct-to-consumer shipping, a CPG line sold at grocery stores and a ghost kitchen partnership to fulfill orders on delivery apps like DoorDash and UberEats. “We’re reaching people through multiple ways,” Jason Bauer said. Many of the original cupcakes still have the same recipe and look - with a few tweaked ingredients to tap into the nostalgic taste people have for Crumbs. These days, he said, customers expect to be able to order their favorite food brands online or pick them up at a local store at their convenience.Īnd so, the co-founders outlined a three-vertical strategy for the Crumbs relaunch, all based on current trends. Over the past few years, online bakeries like Last Crumb and Wunderkeks have gone viral on social media for selling out of their sought-after cookies. For one, there is the rise of e-commerce, and with it the online bakery boom. However, with nearly a decade passing by, Jason Bauer said a lot has changed in the bakery and dessert landscape. “So we have high hopes of revitalizing it.” Last year, he said they had the opportunity to re-acquire the brand, and so they’ve been working on the relaunch ever since. “The truth is it’s our baby, and it hurt us to see the brand suffer in the past,” Jason Bauer said. “At the same time, the pandemic had me baking again and I was missing the day-to-day of running the business,” said co-founder Mia Bauer, who heads up the baking operations. “The break gave us a lot of time to miss the operation, and we realized it still holds a special place in a lot of people’s hearts,” Jason Bauer explained. Another hurdle was the rising real estate costs, which made many of the centrally-located Crumbs stores too expensive to run profitably.ĭespite this saga, free time during the pandemic reignited the duo’s excitement for selling sweets again. These include a declining interest in cupcakes, first made famous by pop culture mainstays like “Sex and the City” around the time Crumbs first opened. This was caused by several challenges following the takeover, which made it difficult to sustain the chain’s early hyper growth. The bakery was started on the Upper West Side of Manhattan back in 2003 by husband and wife Jason and Mia Bauer, who exited the company in a SPAC deal in 2012.īy 2016, all Crumbs locations had shuttered, and the brand effectively went away. The strategy, according to the founders, is geared at harnessing older customers nostalgic for Crumbs. The company is also launching nationwide delivery through its website, along with local same-day delivery via ghost kitchens. To build on its dessert offerings, Crumbs is also debuting a line of jarred cookies. This month, Crumbs Bakeshop is relaunching past fan favorites like the squiggle, red velvet and cookies and cream cupcakes - all of which will hit several grocery chain shelves across the Northeast later this month. Instead of a brick-and-mortar approach, however, Crumbs is implementing a digital-first strategy. ![]()
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