That new formula will gradually replace the original, as the couple cautiously reopens Ample Hills stores in Manhattan and Queens and a new production facility and scoop shop in Industry City in Brooklyn. As of now, they do not have any expansion plans beyond New York City. “We said yes many times,” Mr. Smith said.
Will his attempt at the second task be easier than the first?
Here’s a recent example of his plan: Last year, the crumbs After the founders, Mia and Jason Bauer, bought their brand back for $300, they relaunched it as a supermarket and direct-to-consumer operation with no stores. Their cupcakes and cookie jars are sold in upscale supermarkets in New York City, and they’ve just raised $1.5 million for expansion.
“The money we spent on landlords and labor was not necessary at this time,” Mr. Bauer said.
But the owners of Ample Hills are doubling down on the brick and mortar. “We want to get to know our customers again,” Ms. Cuscuna said.
Mr Smith, for his part, described his emotional state last week as “excited, grateful and horrified”.
Mr. Brodsky, the Ample Hills investor, isn’t worried. At the age of 84, he has seen a lot.
“He built a brand that has already gone bankrupt twice and still exists,” he said. “That doesn’t happen unless you’re doing something special.”