Cupcake bake shop chain Crumbs has engaged Los Angeles-based CMPR for its re-launch after a July bankruptcy filing.
Investment firm Fischer Enterprises (Dippin' Dots, Doc Popcorn) and entrepreneur Marcus Lemonis (Camping World, Good Sam) will re-open the doors of Crumbs' Times Square location in New York next week with plans to diversify its cupcake base into cookies, ice cream and chocolate bars, among other items.
Two dozen other locations in the Northeast, as well as Chicago and Los Angeles, are also slated to re-open in the next 30 days, the owners said.
Ten-year-old CMPR, led by entertainment PR vet Steve Webster (Universal TV Group, Sony, Fox), is working the launch.
"Through restructuring the business, we believe we will be able to transition the brand from just a cupcake shop to a sweets and snacks destination," said Lemonis, who anchors CNBC's business turnaround show "The Profit."
FTI Consulting guided bankruptcy PR for Crumbs.
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