Entrepreneur and reality-TV star Marcus Lemonis may be bringing the recently shuttered Crumbs Bake Shops back to life.
Lemonis, who stars on CNBC’s show “The Profit,” is part of an investor group looking into reopening Crumbs, which closed all 48 of its stores in 10 states last week, leaving fans of their oversized cupcakes distraught. The chain filed for bankruptcy on Friday (July 11).
Lemonis said Monday at the TV critics’ summer press tour that he likes the idea of reviving Crumbs, but it will likely be under a different structure. He anticipates “27 to 30” of the shops being reopened, while a management structure he describes as too top-heavy would be flattened. He has said in other interviews that he’d like to see Crumbs expand into selling other sweets.
If the deal for Crumbs goes through, it won’t be featured on “The Profit.” It all happened off-camera, Lemonis says, and the show doesn’t do re-enactments.
“The Profit” returns to CNBC’s prime-time lineup on Oct. 14.