CRUMBS Bake Shop: The Original Gourmet Cupcake

Crumbs Bake Shop LogoWho hasn’t heard of CRUMBS Bake Shop in the big apple?  They were pretty much the leader in the cupcake revolution, the “butter cream trend setters”, if you will.  So we were thrilled to score an interview with the founder Jason and his sweet wifey Mia Bauer.  I think you’ll be completely surprised by their story – ie, no professional training, but just a love for baking.

Their story is one of inspiration as a fellow baker and entrepreneurs – read further and scan those yummy pics.  And of course next time you’re in the area, stop by one of their 31 (and baking) locations across the east and west coast.


SL: What is CRUMBS?

CRUMBS: My wife and I opened our first CRUMBS location on the Upper West Side of Manhattan in March 2003. Seven years later we are proud to be recognized as the largest retailer of cupcakes nationwide and one of Inc.’s 10 Breakout Companies of 2010. We now have twenty-five locations on the East Coast and six locations on the West Coast with more locations coming soon to Washington D.C. and Chicago.

SL: How did you get your sweet start?

CRUMBS: We had no professional training in baking, but my wife always loved to bake for special occasions and she had all these great recipes, and she was really good at it. So we thought about opening a little local bakery in the neighborhood. Nothing like it existed in the area, and we decided to do it. We opened our first CRUMBS location in March 2003 on the Upper West Side and the second one nine months later. Though we baked over 150 different items daily, it was Mia’s signature cupcakes that really excited people. What set us apart early on was that the type of cupcake Mia created, what we now call a gourmet cupcake. It had different frostings, decorations and unique combinations that didn’t exist before. It wasn’t just plain vanilla or chocolate. Our gourmet cupcakes are now the industry standard. Our varieties include Taste, Classic, Signature and Colossal sized cupcakes.

SL: Tell us something unique about Crumbs

CRUMBS: What really makes us successful comes down to the consistency and quality of our desserts. Our products taste great, look great and make great gifts! We’re always keeping our selection fresh by debuting a new cupcake of the week each Monday and continuing to keep our customers engaged through our social media platforms and in-store promotions. We also pride ourselves on providing outstanding customer service and a warm and welcoming experience that keeps our customers coming back.

SL: What is the customer favorite?

CRUMBS: Red Velvet

Crumbs Bake Shop Red Velvet Cupcake

Crumbs Bake Shop Red Velvet Cupcake

SL: What is your favorite flavor?

CRUMBS: Squiggle – it’s chocolate cake filled with vanilla buttercream and covered in chocolate ganache icing with a vanilla squiggle on top

SL: What does the future hold for Crumbs? (ie new location, online ordering/shipping, new flavors)

CRUMBS: We’ve decided to Go Green in 2011 by sourcing local ingredients, introducing eco-friendly packaging and reusable totes, sharing energy efficient baking tips with CRUMBS fans. To mark the launch of the initiative, CRUMBS has just debuted a new Green Tea cupcake and will introduce vegan friendly options later this year. CRUMBS Green Tea cupcake will feature sponge cake infused with green tea, green tea flavored cream cheese filling and frosting, cake crumbs topping and sanding sugar decoration. We’re also continuing to expand with new locations scheduled to open in Washington DC, Chicago and New York later this year.

Crumbs Bake Shop Best Seller Collection

Crumbs Bake Shop Best Seller Collection

Connect with CRUMBS

Website / Facebook / Twitter


  • February 1, 2011


    I would LOVE it if they set up their cupcake shop in Denver!!

  • February 1, 2011


    You think Denver needs more cupcake shops? Especially a non-local, mega-chain? 🙂

  • February 1, 2011


    You know I am a Crumbs girl! They are hands down the best cupcakes around!

    • February 1, 2011


      LA weather AND CRUMBS, you are a lucky gal!

  • […] It’s one of my kids’ faves, have you read it?  Then, I also found out that CRUMBS has a Pinkalicious Cupcake…my kids would freak! Shhh…let’s keep that one between […]

  • February 15, 2011


    Great article. Bookmarked!