Crumbs Bake Shop has partnered with Roundy's Supermarkets Inc. (NYSE:RNDY) to launch a test pilot in the Mariano's store in Westchester, Illinois. The store, which opens Nov. 4, will offer a place for a sweets and snacks bar, featuring 25 flavors of Crumbs cupcakes and 15 varieties of brownies.
Now under the ownership of Marcus Lemonis, Crumbs will begin testing this concept to see how customers respond to the availability and options of the baked goods in a supermarket setting. Crumbs cupcakes are currently only available through their 25 retail stores or online.
"We approached Mariano's because of their outstanding commitment to grocery quality, merchandising and customer satisfaction," said Lemonis. "Mariano's is my favorite local grocery store and it made sense to partner these two great brands together. We are excited to begin testing this concept with them at the Westchester, Illinois location, and we are looking forward to expanding the Crumbs brand offering in the near future."
Supervalu (NYSE:SVU) recently purchased 18 Rainbow Foods stores for $65 million in the Minneapolis market, but the remaining nine Rainbow stores are under parent firm Roundy's.
-See this Crumbs Bake Shop press release
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