LINCOLNSHIRE, IL and OKLAHOMA CITY, OK--(Marketwired - Oct 22, 2014) - Crumbs Bake Shop, a popular specialty confectionary retail chain, today announced that the Chicago Water Tower Place will be the next Crumbs location to reopen on Thursday, October 23rd at 835 N Michigan Avenue, beginning at 9:00 am. This announcement comes on the heels of a successful, well patronized opening of the New York Garment District location on Broadway last Tuesday and the re-launch of the website.

The bakery is reopening the location on level two of the Water Tower building in conjunction with other recent shop openings including Times Square, NY, Los Angeles, CA, Newark, DE and Union Station, DC. Plans are also in place to bring the Crumbs Bake Shop to the North Chicago area suburbs of Highland Park at 469 Central Avenue in the next 30 days.

Under the direction of Marcus Lemonis, entrepreneur and host of CNBC's hit reality series The Profit, and Fischer Enterprises, owner of Dippin' Dots, LLC and Doc Popcorn, LLC, Lemonis and Fischer Enterprises formed a joint venture, Lemonis Fischer Acquisition Company, LLC, to save the bake shop from closing its doors last July when it was on the heels of bankruptcy, and initiated plans for the bake shop to not only re-open its doors, but to put a process in place to diversify the brand. Plans are to bring new products to the mass market, including a new cookie line, ice cream products and a chocolate bar among other confectionary items.

"Crumbs fans in the community have given us the gift of their loyalty, so we are looking forward to giving a gift back by offering a more diverse menu and reopening a location that both Chicago natives and tourists can enjoy," said Lemonis. "We'll be leveraging collaborations between Crumbs and other companies in my portfolio in the coming months to introduce a wide variety of treats that consumers across the country will have access to."

Lemonis will appear at the Thursday, October 23rd grand reopening celebration in the Water Tower Place at 6:00 pm, where customers will have the opportunity to sample many popular favorite Crumbs cupcakes, including Red Velvet, Carrot Cake and Cookies & Cream. While all of the traditional Crumbs classic cupcakes will be available for sampling and purchasing, a few new flavors that have already been added to the menu including a Sweet Pete's Salted Caramel Chocolate Cupcake and a Key West Key Lime Pie Cupcake will also be available. Additionally, Crumbs now offers a variety of cupcakes, cookies and brownies as gluten free and will be featuring the already popular Crumbnut, a doughnut-croissant hybrid, and the new Baissant, which is a combination of the bagel and croissant.

Lemonis' hit reality series, The Profit, returned to CNBC on October 14th at 10:00 pm ET/PT. In each episode, Lemonis makes an offer that's impossible to refuse; his cash for a piece of the business and a percentage of the profits. And once inside these companies, he'll do almost anything to save the business and make himself a profit; even if it means firing the president, promoting the secretary or doing the work himself.

"We are thrilled to be able to follow through on our promise by reopening the first of several Crumbs Bake Shop retail locations," said Scott Fischer, C.O.O., Fischer Enterprises. "We believe we have found a winning formula by combining the beloved Crumbs cupcakes with an exciting new mix of products. The revamped Crumbs concept should appeal to both the existing Crumbs customer base and anyone looking for a great sweet or snack option."

Tune into CNBC's The Profit, Tuesday's at 10pm ET/PT to watch Lemonis as he saves struggling businesses. To learn more about "The Profit," visit: Like it on Facebook: and follow it on Twitter: @CNBCprimeTV #TheProfit.

About Crumbs Bake Shop

Crumbs Bake Shop opened its doors in March of 2003 on the Upper West Side of Manhattan, offering a blend of comfort-oriented classic baked goods, including its specialty Crumbs signature-size cupcakes. In July of 2014, Marcus Lemonis and Fischer Enterprises stepped in to take ownership of Crumbs and save the business from closing its doors, as well as to expand its product offerings beyond traditional cupcake goods. For more information regarding Crumbs Bake Shop, or to purchase goods online, visit

About Fischer Enterprises

Fischer Enterprises is a privately held investment company based in Oklahoma City, Oklahoma, and is the owner of frozen treat maker Dippin' Dots, L.L.C., and kettle-cooked popcorn innovator Doc Popcorn, LLC, both of which serve national and international markets. Together with Marcus Lemonis, Fischer Enterprises added Crumbs Bake Shop to its portfolio in July 2014, rounding out its product base.

About Marcus Lemonis

Marcus Lemonis is an entrepreneur, investor, television personality, and chairman and CEO of Camping World and Good Sam Enterprises. Camping World is the nation's largest RV and outdoor retailer, and Good Sam is the world's largest RV owner's organization.

Lemonis is also known as the "business turnaround king" and host of CNBC's prime time reality series, The Profit, in which he lends his expertise to struggling small businesses around the country and judges businesses based on a "Three P" principle: People, Process, and Product. The Profit returns on CNBC next week with new episodes beginning Tuesday, October 14 at 10PM ET/PT.

More about Marcus Lemonis can be found at and Twitter @MarcusLemonis

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