Crumbs Bake Shop, a specialty retail chain, has reached an agreement with Roundy's Supermarkets Inc. to launch a test pilot in the Mariano's grocery store in Westchester, Ill. The concept will open on Nov. 4 and will feature a fresh, sweet and snack bar featuring 25 flavors of Crumbs branded cupcakes and 15 varieties of brownies. Currently, Crumbs cupcakes are available through the chain's 25 retail stores throughout the country and for purchase on-line at www.Crumbs.com. "We approached Mariano's because of their outstanding commitment to grocery quality, merchandising and customer satisfaction," said Marcus Lemonis, entrepreneur and host of CNBC's reality series, "The Profit." "Mariano's is my favorite local grocery store, and it made sense to partner these two great brands together. We are excited to begin testing this concept with them at the Westchester, Ill., location, and we are looking forward to expanding the Crumbs brand offering in the near future."
Roundy's is a Midwest grocery store chain covering Wisconsin and the greater Chicago area. This is an excellent move for Crumbs because many grocery store have outsourced some or all of their baked goods. "What Crumbs could have done is made products for grocery stores and gas stations." This is I wrote about Crumbs when they closed locations in New York back in July. Maybe Marcus Lemonis read my post or great minds think alike. Whatever the case, the story of Crumbs is not over. If I were in business school right, Crumbs would make a great case study.