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A Short Crumb-Back: Amorino To Replace Crumbs in Water Tower

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Crumbs' resurrection lasted less than a year.

Crumbs is done in Water Tower Place
Crumbs is done in Water Tower Place
Yelp

Less than a year into their comeback, Crumbs is done in Water Tower Place. The second-floor kiosk near the Lego and American Girl stores stands vacant, but it won't be empty for long. The second Chicago outpost of Amorino, the Parisian gelato chain, is targeting to open in Crumbs' place around Thanksgiving Day.

"On or before Black Friday," Lisa Gasparian, owner of both the new spot and Amorino's Gold Coast location that opened in April, said of the opening. Gasparian also serves as area developer for Amorino, saying there's plans for even more locations after they get Water Tower Place up and running.

The new Amorino kiosk will offer the full experience, much like the Gold Coast spot, with the same number of flavors and those gelato sandwiches. Gasparian said Water Tower officials approached her about taking over for Crumbs, as their lease was set to expire next month. Gasparian mentioned how Water Tower lacks many options for sweet treats, and said Amorino is ready to capitalize in one of the busiest malls in America. She said she was happy that Amorino "won't be hidden away in the food court."

As for Crumbs, the stealth closing means the bake shop no longer has a Chicago-area footprint. The chain, run by TV entrepreneur Marcus Lemonis, emerged from a brand restructuring earlier this year and opened a store in suburban Highland Park. It appears that store is also closed, as the phone number is disconnected and the location is not listed on the chain's website.

Crumbs Bake Shop

835 N Michigan Ave, Chicago, IL 60611 (312) 573-9040 Visit Website

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