Published: Thursday July 10, 2014 MYT 1:40:00 PM
Updated: Thursday July 10, 2014 MYT 2:32:02 PM

That's the way the cupcake crumbles

Pundits see the closing of the biggest cupcake chain in the US as a sign that the dessert has gone stale. – shutterstock/AFP

Pundits see the closing of the biggest cupcake chain in the US as a sign that the dessert has gone stale. – shutterstock/AFP

Does the collapse of a US bakery chain mark the end of the cupcake era?

News that the largest chain of cupcake stores in the US has crumbled makes it official: the cupcake, as a dessert trend, is dead.

That’s the conclusion of the Internet, which is abuzz after The Wall Street Journal reported that Crumbs Bake Shop bit the dust on July 7, shuttering all 78 stores in 12 US states with little notice that day.

The Crumbs Bake Shop chain has closed. – Photo Wikimedia Commons

The New York-based chain opened its first store in 2003 on the Upper West Side of Manhattan during the height of the cupcake craze, winning fans over with its signature gourmet, oversized cupcakes and generous layers of frosting.

But as noted by the WSJ and fellow pundits, the popularity of the food trend is petering out, and the cupcake has become, well, stale.

“Regrettably Crumbs has been forced to cease operations and is immediately attending to the dislocation of its devoted employees while it evaluates its limited remaining options,” the company told the WSJ.

Tours to Magnolia Bakery are available in New York City. – Photo AFP   

While New York rival Magnolia Bakery may have Sex and the City to prop it up and guarantee its survival, cupcakeries are competing for sweet tooths with the growing popularity of French-style macarons and hybrid mash-up desserts like the Cronut – part croissant, part donut – which took the world by storm last year.

Competition in New York is particularly fierce, with the presence of Dominique Ansel’s bakery and macaron boutiques like Ladurée, Bouchon Bakery and Epicerie Boulud.

Crumbs, meanwhile, made valiant efforts to stay afloat by reinventing itself with Cronut-inspired knockoffs like the “crumbnut” and opening a bakery dedicated exclusively to gluten-free cakes, the WSJ noted.

Meanwhile, fans have taken to the company’s Facebook page to mourn the loss and post pastry eulogies.

“Goodbye Crumbs, I will miss you so. Wish I had the chance to savor one more.” – AFP Relaxnews

Tags / Keywords: Crumbs Bake Shop, bakery chain, cupcakes


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