There's an App for That! CRUMBS Bake Shop and Global Bay Launch CRUMBS App for Apple iPhone

NEW YORK, March 17, 2011 /PRNewswire/ -- CRUMBS Bake Shop, home of the original gourmet cupcake, is proud to announce the brand's first iPhone Application, available today on the Apple App Store. Partnering with Global Bay Mobile Technologies, a leading provider of mobile retail software, to create a consumer facing iPhone application, CRUMBS Bake Shop is the first national bakery to launch its own iPhone App. Satisfying fans' sweet tooth "on-the-go," the CRUMBS iPhone App will enable customers to enjoy interactive experiences, live news updates as well as purchase CRUMBS gift certificates via a mobile coupon function.

(Photo: http://photos.prnewswire.com/prnh/20110317/NY66876 )

The CRUMBS iPhone App will offer additional rich mobile experiences in which users will have the option to send custom CRUMBS greeting cards, locate the closest CRUMBS Bake Shop and save and edit their "favorite" cupcake flavors that can be shared with friends via email, Facebook and Twitter. Mobile customers will also receive current in-store promotions and exclusive discounts as part of the live news updates. Gift certificates purchased via the App will be redeemable at CRUMBS Bake Shop locations across the country.

The CRUMBS iPhone App announcement follows CRUMBS Bake Shop's recent $66 million merger with 57th Street General Acquisition Corporation ("57th Street") (OTC Bulletin Board: SQTCU),to take the company public. Recognized as one of Inc. Magazine's "break out companies of 2010" and fastest growing brands, CRUMBS Bake Shop continues to innovate and set the industry standard.

The relationship between CRUMBS Bake Shop and Global Bay began when Jason Bauer, Co-Founder of CRUMBS Bake Shop was introduced to Sandeep Bhanote, CEO of Global Bay earlier this year.

"We are excited to partner with Global Bay to help CRUMBS customers go mobile," said Jason Bauer, Co-Founder of CRUMBS Bake Shop. "Through the CRUMBS App, we aim to make it easier for customers to buy on-the-go as well as view and share our gourmet cupcakes with others via their iPhones.

With the CRUMBS Bake Shop App, CRUMBS joins the ranks of retailers utilizing mobile commerce technology as a tool to drive sales and provide guests with a rich, interactive CRUMBS-branded experience.

"Our partnership with CRUMBS Bake Shop marks one of our most compelling consumer facing mobile Apps to date," said Sandeep Bhanote, CEO of Global Bay. "Not only does the CRUMBS iPhone application we developed create a more enhanced mobile experience for the CRUMBS customer, but it also delivers a unique value to the retailer by driving m-commerce sales and in-store traffic."

The CRUMBS Bake Shop iPhone application is available for free download on the iPhone App Store or via http://itunes.apple.com/us/app/crumbs/id419435030?mt=8&ls=1.

About CRUMBS Bake Shop

The first bake shop opened its doors in March of 2003 on the Upper West Side of Manhattan by co-founders Mia & Jason Bauer. The design of CRUMBS Bake Shops is inspired by old-time candy shops, creating a warm and friendly environment with wall-to-wall treats served on real china. Recently ranked the largest retailer of cupcakes nationwide and one of Inc.'s 10 Breakout Companies of 2010, CRUMBS operates 34 locations including twenty-four locations on the East Coast and six locations on the West Coast with 4 recently opened locations across the Washington D.C. and Chicago markets. The specialty of the house is cupcakes; however the menu also adds an irresistible blend of comfort-oriented classics and elegant baked goods. There are more than 75 varieties of cupcakes baked fresh daily with a new cupcake of the week debuting each Monday.

About Global Bay

Global Bay Mobile Technologies is a leading provider of next-generation mobile retail software that significantly enhances retailer-to-consumer interaction. Its patented technology platform generates tangible ROI by driving store traffic, increasing units per transaction (UPTs), and improving the in-store consumer experience. Global Bay's unique, holistic approach to mobile leverages retailers' existing POS, e-commerce, and store systems and operates on all handheld devices including Apple, Windows, and Android. Retailers deploying Global Bay have the flexibility to choose their preferred back-end technology and mobile device. Global Bay customers include Coach, Guess Jeans, Timberland, True Religion, Crocs, and other leading retailers. Founded in 2002, Global Bay is a private company headquartered in South Plainfield, New Jersey with offices in the United Kingdom. For more information, please visit www.globalbay.com or on Twitter @GlobalBay.

SOURCE CRUMBS Bake Shop