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Counting the Crumbs

NEW YORK CITY—So long, Crumbs, yet another example of a fad gone fast.

By Debra Hazel | Updated on July 08, 2014

NEW YORK CITY—So long, Crumbs, yet another example of a fad gone fast.

Founded on the Upper West Side in 2003 by a former EVP at Douglas Elliman who sold it to a public company in 2011, Crumbs is credited with launching the cupcake craze. It expanded rapidly and at one point was expected to have some 200 locations by the end of this year. It adapted to current tastes, including creating a version of the cronut and even opening an exclusively gluten-free unit (which celiacs like me appreciated).

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