Crumbs closes in bitter end for biggest U.S. cupcake chain

Tue Jul 8, 2014 6:43pm EDT
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By Mimi Dwyer

NEW YORK (Reuters) - Cupcakes still lined the counter of an empty and unlit Crumbs Bake Shop on 42nd Street in New York City on Tuesday afternoon, the day after the largest U.S. cupcake retailer announced it was closing.

Crumbs, which specializes in oversized cupcakes and went public in 2011, shuttered its nearly 50 locations in 10 states and the District of Columbia.

Gina Mackey and Raquel Baquero of Queens stopped by the store after they heard the news that it would be closing.

“I don’t do too much cupcake stuff because I don’t find them to be very moist. But this was a moist cupcake and I did enjoy it, so it’s a shame it went out of business,” said Mackey. “Had I known it was going to go out of business, I would have come and gotten my last Crumbs cupcake.”

“And I would have gotten my first,” said Baquero, her daughter.

“When my friend posted the story they were closing, I was like, ‘Well, I just blew it,’” Baquero said. “I just walked by to confirm that they were really closed.”

The news follows less than two weeks after the NASDAQ announced it would stop trading Crumbs, which hoped that the frosted cake made famous by Magnolia Bakery in New York City and "Sex and the City" could fuel growth at a nationwide chain.

The smaller Magnolia, for its part, brushed its competitor’s closure off, pointing to its diverse pastry offerings compared with Crumbs’ signature dessert.   Continued...

A closed Crumbs Bake Shop store is seen in New York July 8, 2014.  REUTERS/Shannon Stapleton