Crumbs

Been itching to get back into the Food Eating Challenge game but unsuccessful in finding one that combines your love of competition and hyperglycemia? Today’s your lucky day. Crumbs Cupcakes is back and not only will it be offering its cupcake the size of 9 Costco-sized sheet cakes, but even more ticking time bombs of sugar just begging to consumed under time constraints by your investment banking analyst or hedge fund intern of choice. Read more »

On June 24, 2011, a trader at Citigroup took on an extremely bold challenge: to finish, and keep down, a Crumbs Colossal Cupcake, within a 35 minute time limit. For those unfamiliar with the Crumbs’s menu, a standard, regulation-size cupcake contains about 3 metric tons of sugar. The Colossal Cupcake? “…towers at about six and a half inches high with deliciousness and love baked into every bite. Soft sponge cake with mountains of frosting and heaps of fun decorations will have cupcake lovers everywhere rejoicing. A huge (and we mean huge) surprise for a birthday or any occasion you can dream of. Serves 6-8.” And while said trader successfully devoured this beast of a cupcake, he was unsuccessful in keeping it in his body, rendering the attempt a failure, despite an extremely valiant effort.

At the time, there seemed little more to take away from the experience than the fact that someone had taken on a Food Eating Challenge of otherworldly proportions, and the Food Eating Challenge ended up taking him. No one stopped to think that maybe he should have gone for 3 or 4 standard size cupcakes; still a sickly amount of sweet, but probably a more manageable one. That going head to head with a cupcake the size of a cake was a fool’s mission; that it was to bite of more than anyone could chew. Now, we know it was foreshadowing what would one day come. Read more »

  • 30 Jun 2011 at 9:27 AM

Important Reminder: Crumbs Has Gone Public

To commemorate the listing on the Nasdaq (ticker symbol: CRMB), consider going head to head with “six and a half inches high of deliciousness and love” today. [Crains, earlier]