As Cupcake Fad Fades, Crumbs Branches Out

Photograph by JB Reed/Bloomberg

Maybe the macaron is to blame for the cupcake’s decline, or perhaps the cronut, real or imposter. Or a marketplace flooded with cupcakes. Or an emerging desire to fit into our old jeans again. Whatever the reasons, Crumbs Bake Shop is having a serious sugar crash. The cupcake chain’s same-store sales fell 15.4 percent last quarter, following a 17.7 percent drop in the previous three months, and there’s no relief on the horizon: Chief Executive Officer Julian Geiger said he expects more of the same in the second half of the year.

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