Sunday, April 20, 2014
Inquirer Daily News

Cupcake time for Crumbs Bake Shop

Crumbs Bake Shop - the cupcake baker to the stars - is looking at a soft opening (because that's what a cupcake shop would do, right?) on the afternoon of Monday, Dec. 10 at 133 S. 18th St.

Cupcake time for Crumbs Bake Shop

Putting the finishing touches on the sign at Crumbs.  MICHAEL KLEIN / Philly.com
Putting the finishing touches on the sign at Crumbs. MICHAEL KLEIN / Philly.com

Crumbs Bake Shop - the cupcake baker to the stars - is looking at a soft opening (because that's what a cupcake shop would do, right?) on the afternoon of Monday, Dec. 10 at 133 S. 18th St.

It's a half-block north of Rittenhouse Square in a storefront at 18th and Moravian, across from a.kitchen and Ten Rittenhouse.

Crumbs developed a cult following in NYC after its 2003 founding by a home baker. Then it started to go national, popping up in Beverly Hills, and went public (CRMB). It signed the Philly lease a year and a half ago, but then hard times befell Crumbs. The CEO was replaced a year ago, and now Julian Geiger - who happens to be chairman of clothier Aeropostale and spends a lot of time in the Malvern area - tells me that the outlook is sweeter. "We make a great cupcake, and taste of course is inportant," he said. "But we're about the visual, too. That's how Aeropostale became successful."

Crumbs, which now has a spot in Christiana Mall in Delaware, is searching for another Center City location, as well as new locations in Ardmore, King of Prussia, Cherry Hill, and Deptford - all served from a bakery north of Baltimore.

Crumbs has a make-your-own cupcake bar - an employee builds your toppings - and sells Starbucks beverages.

Michael Klein Philly.com
About this blog
Michael Klein, the editor/producer of philly.com/Food, writes about the local restaurant scene in his Inquirer column "Table Talk." Have a question? Email it! See his Inquirer work here. Reach Michael at mklein@philly.com.

Michael Klein Philly.com
Latest Videos:
Also on Philly.com
Stay Connected