LINCOLNSHIRE, IL--(Marketwired - Mar 13, 2015) - Crumbs Bake Shop, a popular specialty retail chain, has announced the start of its transformation process to now offer a comprehensive selection of gourmet cookies, danishes, bagels, brownies and a variety of cakes, including bundt cakes, coffee cakes, strawberry shortcakes and cheesecakes. In addition, Crumbs Bake Shop will now offer a limited breakfast menu in eleven of its high volume stores throughout the Midwest and Northeast regions with plans to increase product offerings in other locations in the coming weeks.

Under the direction of Marcus Lemonis, entrepreneur and host of CNBC's hit reality series The Profit, who purchased the company out of bankruptcy in fall 2014, plans were set for the bake shop to not only re-open its doors, but also to expand the brand retail offering and bring new products to the mass market in local grocery outlets, online and through product integration.

"I had a vision of creating America's favorite sweet and snack destination when I invested in Crumbs Bake Shop, knowing that in order for the business model to succeed, we had to increase and diversify the product offering from primarily serving cupcakes," commented Lemonis. "The plan was to first stabilize the company, then gather sales data, and build a transformation plan based on facts, market research and customer feedback. Today is the start of that transformation. Each product we are now offering has been selected to address product voids in our retail stores, market requests, and current sweet trends."

The enhanced Crumbs Bake Shop menu will initially be offered in two Chicago area locations, Highland Park and Water Tower, as well as several greater New York (Tri-State) metropolitan locations including the Garment Center, Grand Central, Third Avenue, Times Square, Park Avenue, Roosevelt Field Mall, Westfield, NJ, Hoboken, NJ and Stamford, CT. Lemonis continued, "The first phase beginning in these stores will provide us with additional customer feedback that will help us determine any necessary changes before we roll the next set of stores."

Watch Lemonis as he saves struggling businesses across the country on the third season of CNBC's The Profit, which returns in early May on Tuesday nights at 10pm ET/PT. To learn more about The Profit, visit: Like it on Facebook: and follow it on Twitter: @CNBCprimeTV #TheProfit.

For more information regarding Crumbs Bake Shop, locations and hours, visit

About Marcus Lemonis
Marcus Lemonis is an entrepreneur, investor, television personality, and chairman and CEO of Marcus Lemonis LLC as well as 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. Visit

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 to CNBC's Tuesday night broadcast in May 2015.

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

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Karen L. Porter