Crumbs Bake Shop to open Thursday in Water Tower Place

Crumbs Bake Shop, the specialty bakery rescued by businessman and TV personality Marcus Lemonis, will reopen Thursday in Water Tower Place.

The store on the second level of Water Tower Place, 835 N. Michigan Ave., will open at 9 a.m. Thursday.

“Crumbs fans in the community have given us the gift of their loyalty, so we are looking forward to giving a gift back by offering a more diverse menu and reopening a location that both Chicago natives and tourists can enjoy,” Lemonis said in a news release. Lemonis is scheduled to be at the store at 6 p.m. Thursday.

The company announced Wednesday it also plans to open a shop at 469 Central Ave. in Highland Park sometime in the next month.

The Crumbs chain filed bankruptcy this spring and was purchased this summer by Lemonis, host of CNBC’s reality series “The Profit,” and Fischer Enterprises, owner of Dippin’ Dots ice cream.

The relaunched chain offers more than cupcakes. The new owners have developed a line of cookies, ice cream products and a chocolate bar aimed at the mass market. Crumbs also offers the Crumbnut, a doughnut-croissant hybrid, and the Baissant, a bagel-croissant combo, as well as gluten-free cupcakes, cookies and brownies.

Crumbs reopened its first store under the new owners in New York on Oct. 14. It plans to reopen more than two dozen stores before Thanksgiving.