Crumb's Bake Shop, Inc. (CRMBQ)

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10:23 EDT - Marcus Lemonis has an "elaborate" plan to save Crumbs (CRMB), the CNBC reality-show host and CEO of Camping World said Thursday. Those plans, which could be announced Friday, involve much more than just the company's signature cupcakes. "I think Crumbs Bake Shop could be a fantastic sweet-and-snack-shop destination," adding, "No business, singularly as a cupcake shop, can survive long-term." Lemonis gave CRMB emergency funds Thursday to deal with some "serious" obligations, and his involvement sent shares spiking from as low as 3c to as high as 55c before finishing at 40c. They remain there this morning in heavy trading. Lemonis said his plans could involve continuing CRMB's existing leases and hiring back employees who've been laid off. ([e-mail])

(END) Dow Jones Newswires
07-11-14 1023ET
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