Crumbs Bake Shop Announces Special Weekend Preview in New Highland Park Location Posted on 27 Feb 15:42

North Shore Location Marks First New Retail Store Opening Since Brand Restructuring

LINCOLNSHIRE, IL--(Marketwired - Jan 22, 2015) - Crumbs Bake Shop, a popular specialty confectionary retail chain, along with Marcus Lemonis, entrepreneur and host of CNBC's hit reality series, The Profit, today announced a special customer preview weekend starting Friday, January 23rd thru Sunday, January 25th beginning at 12:00pm thru 6:00pm daily, in anticipation of the opening of the new Highland Park location at 469 Central Avenue.

In celebration of the opening, customers are invited to enjoy free cupcakes or other baked goods through the weekend on a first come, first serve basis while supplies last. "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 opening convenient locations that Chicago natives, suburbanites and tourists can enjoy," said Lemonis.

During the preview event, customers will have the opportunity to sample many popular favorite Crumbs cupcakes including Red Velvet, Carrot Cake and Cookies & Cream. While many 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 will also be available.

Marcus Lemonis and Fischer Enterprises, owner of Dippin' Dots, LLC and Doc Popcorn, LLC, formed a joint venture, Lemonis Fischer Acquisition Company, LLC, to save the bake shop from closing its doors in July 2014 when it was on the brink of bankruptcy. Plans were initiated for the brand to not only re-open the doors of 26 locations nationwide, but to put a process in place to diversify the brand by bringing new products to the mass market.

The Highland Park shop is the second Crumbs retail store to launch in Illinois following the reopening of the Chicago Water Tower location on Michigan Avenue last October. In other recent news, Crumbs Bake Shop cupcakes and brownies are also available in several Chicago area Mariano's grocery stores.

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 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 in Spring 2015.

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