Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
bankrupt formerly bankrupt giant cupcake bakery to do amidst hard times to boost sales? Invent a buzzy new hybrid pastry and hope the two-hour lines will follow, of course! After abruptly closing all of their stores back in July, nine Manhattan Crumbs Bake Shop stores will return triumphantly tomorrow, but this time, there won't just be dinner plate–sized cupcakes. This time, there will be baissants.
But don't call the baissant a Cronut™ knockoff—Crumbs already attempted that last fall with the Crumbnut (which is still available). The baissant is a bagel-croissant hybrid, according to Eater, and will also be joined by cookies, ice cream and more gluten-free options.
Here is the list of all the stores that will reopen tomorrow. The first will be 1385 Broadway in the Garment District at 7:30am, with a special appearance at 12:45pm by Marcus Lemonis, host of CNBC's The Profit (and also the man who brought the company out of bankruptcy).
Though more reopenings will be announced soon, not every Crumbs location will share the same fate: In August, we reported that just 28 of its 49 U.S. stores would reopen.
· Crumbs Returns from the Dead Tuesday, With Giant Cupcakes and Something Called a Baissant [Eater NY]
· Cupcakes Are Over: Crumbs Bake Shop Just Closed All Its Stores [Racked NY]
· Crumbs Bake Shop [Racked NY]