Greetings to all the food enthusiasts and fervent cookie aficionados reading this post! Today, we are delving into a topic that has been stirring up excitement in the cookie universe – Crumbl Cookies. As a self-proclaimed foodie and an ardent cookie lover myself, I am always on a quest for the perfect bite of sweetness. In this pursuit, I came across Crumbl Cookies, a brand that has been causing quite a stir with its delightful offerings and a distinctive rotating menu that keeps us culinary adventurers intrigued!
The Story Behind Crumbl Cookies
To truly appreciate the phenomenon that is Crumbl Cookies, let’s embark on a journey to uncover the genesis of this brand. The inception of Crumbl Cookies is an engaging tale of two cousins – Jason McGowan and Sawyer Hemsley. They shared an unyielding passion for cookies, a sweet treat that brings comfort and joy to many. With this passion and a vision to create the perfect cookie, they established the Crumbl Cookies brand.
They embarked on this journey with a clear mission: to foster connections among friends and family over a shared love for cookies. Quality and exceptional customer experience were not just afterthoughts; they were the foundational pillars of Crumbl Cookies. This commitment to their core values has shaped the brand into what we know and love today.
The Unique Business Model
One may wonder, what sets Crumbl Cookies apart in the crowded cookie marketplace? The answer lies in their innovative business model. They’ve crafted a rotating menu that changes every week, introducing four specialty flavors that join their fixed staples – the quintessential milk chocolate chip and chilled sugar cookies.
This concept of a rotating menu keeps us cookie aficionados on our toes, eagerly anticipating what the next week will bring. It’s akin to a weekly treasure hunt, a culinary adventure that keeps our taste buds guessing and our hearts full of excitement. This dynamic business model sets Crumbl Cookies apart from other cookie shops and has played a pivotal role in its success.
A Closer Look at the Cookies
Now, it’s time to shine the spotlight on the real stars of the show – the cookies themselves! Crumbl Cookies has a reputation for pushing the boundaries of cookie creativity. With flavors like the Muddy Buddy, Biscoff Lava, Raspberry Cheesecake, and more, Crumbl never ceases to amaze with their innovative and tantalizing offerings.
These aren’t your ordinary, run-of-the-mill cookies. They are grand in size, often packed with delightful surprises, and strike the perfect balance of textures – crunchy on the outside, soft and gooey on the inside. Each cookie from Crumbl is an explosion of flavor, a celebration of sweet indulgence in every bite. This exceptional taste profile can be attributed to the high-quality ingredients that Crumbl insists on using, ensuring that each cookie is a gourmet experience in itself.
The Crumbl Experience
Stepping into a Crumbl store is akin to stepping into a piece of cookie paradise. The open-kitchen design invites you into a world where you can witness your cookies being made right before your eyes. It’s a sensory overload, but in the best possible way! The delightful aroma of freshly baked cookies, the warmth of the oven, and the sight of dough transforming into delicious cookies – it’s a spectacle that brings joy to every cookie lover.
Crumbl’s distinct pink packaging adds to the charm of the whole experience, making each purchase feel like a special gift. And in this digital age, Crumbl has not fallen behind. They offer seamless online ordering and delivery options.
Crumbl’s Digital Dominance
Crumbl Cookies has created a significant buzz not just in the real world, but also in the digital realm. With a following of 6.4 million on TikTok and 3.3 million on Instagram, Crumbl Cookies has a stronger social media presence than some of the world’s most recognized fast-food chains, including McDonald’s, Taco Bell, and Chipotle.
Their success on social media platforms, particularly TikTok and Instagram, is largely due to their weekly flavor drops, which have become a sensation. Influencers and regular users alike review these unique flavors, contributing to the company’s popularity. Crumbl has leveraged the aesthetically pleasing nature of their cookies and engaged their audience with captivating content like slow-motion clips highlighting the cookie’s icing or teasing fans with hints about upcoming flavor drops.
Expansion Strategy
In terms of business expansion, Crumbl Cookies has seen exponential growth. From 2017 to 2022, the chain more than doubled its unit count from 326 locations to 689. During the same period, its sales skyrocketed more than 2.5 times from just under $390 million to almost $985 million. Its estimated sales per unit grew by 9% to $1.84 million.
Key to this rapid expansion has been the brand’s focus on technology and understanding their successful formula. Once they hit 100 locations, the Crumbl team analyzed various factors like traffic patterns, anchor tenants, street traffic, and shopping habits of their target demographic to map out potential locations for expansion.
They’ve also capitalized on the lack of competition in the large multi-unit cookie concept space, allowing Crumbl’s franchisees to snag the best locations. The brand’s success has largely been built on ensuring the profitability of these franchisees, encouraging them to expand further. This approach has been so effective that they’ve never had to advertise to find franchisees, with growth coming through natural engagement or from within their current franchise partners..
The Secret Sauce for Success
Crumbl Cookies’ success can be attributed to a unique blend of factors. From a product perspective, they have a weekly rotating menu of roughly 170 cookie varieties, which keeps customers interested and prompts frequent orders. They’ve also recently introduced a subscription program offering weekly and monthly options, creating more potential occasions for customers to visit or order from the chain.
On the operational side, the rotating but limited menu keeps the operations relatively simple, enabling them to maintain quality and consistency across locations. They also employ a technological solution that rates the cookies and sends scores to franchisees, enabling them to fix any operational issues. This approach ensures product quality while also giving customers a sense of ownership and participation in the brand.
Crumbl Cookies is much more than a cookie shop. It’s a business model that demonstrates the power of product innovation, customer experience, digital presence, and smart expansion strategy. As the brand continues to grow and innovate, it sets a precedent in the food industry and provides a roadmap for other businesses to follow.