Buyer Of Crumbs Chain Takes On A Major Marketing Challenge

Camping World CEO Marcus Lemonis has invested $6.5 million in his conviction that he can turn around bankrupt cupcake chain Crumbs by scaling back operations, vacating costly Manhattan locations, and diversifying offerings to include ice cream, pies, cookies and candy. Some industry experts believe the strategy is doomed. Darren Tristano of Technomic, for example, says broadening the menu takes the chain too far beyond the familiar concept – cupcakes. Customers are “not going to go there to purchase a sandwich or another item”. David Sax, author of a book on the cupcake craze, acknowledges cupcake cachet has dimished, but people still buy baked goods. If Crumbs can position itself that way, “you're sort of starting off ahead”.