How did Crumbl cookies get so big? From a small bakery in Utah to a nationwide sensation, Crumbl Cookies has become a household name in just a few short years. This article takes you behind the scenes to uncover how this cookie empire achieved such meteoric growth. We’ll explore its humble beginnings, innovative strategies, social media dominance, and unique menu approach. You’ll also learn about the controversies and challenges Crumbl has faced on its journey to the top. Let’s dive into the delicious details of how Crumbl Cookies got so big.
Table of Contents
The Founding of Crumbl Cookies
The Origins and Inspiration
Crumbl Cookies started with a dream shared by two cousins, Jason McGowan and Sawyer Hemsley. Fueled by their shared love for innovation and branding, they decided to venture into the cookie business in 2017. Sawyer, a college student at the time, combined his flair for marketing with Jason’s tech expertise to create something truly unique. It wasn’t just about cookies; it was about crafting an experience that people would crave.
Their journey wasn’t without challenges. Early attempts at perfecting the cookie recipe were far from successful. McGowan once quipped that their first batch resembled pancakes more than cookies. But determination and a shared vision kept them going until they struck gold with their now-famous chocolate chip cookie recipe.
Founders’ Vision: A Blend of Technology and Branding
What set Crumbl apart from the start was the founders’ focus on combining cutting-edge technology with creative branding. McGowan’s tech background enabled the development of streamlined processes and innovative customer experiences. Hemsley, on the other hand, focused on building a relatable and Instagram-worthy brand identity. Together, they envisioned Crumbl as more than just a bakery—it was a destination.
The founders knew that in today’s market, success required more than just a tasty product. They aimed to connect with customers emotionally, creating a brand that felt personal yet modern. From the beginning, their mission was clear: to bring families and friends together over the world’s best cookies.
From Humble Beginnings to the First Store in Logan, Utah
Armed with their perfected cookie recipe and a clear vision, the cousins opened their first store in Logan, Utah, in 2017. The store was a modest operation, but it laid the foundation for what would become the fastest-growing cookie franchise in the United States.
The small-town beginnings of Crumbl resonate with its customer base. McGowan and Hemsley’s hands-on approach—mixing dough and serving customers themselves—built loyalty early on. The first store was designed as an open kitchen, allowing customers to watch the cookies being made fresh. This transparency became a hallmark of the Crumbl experience, setting the stage for nationwide success.
Innovative Business Strategies
Tech-Driven Operations: Leveraging Technology for Efficiency
Crumbl Cookies didn’t just bake cookies; it baked innovation into its business model. Founders Jason McGowan and Sawyer Hemsley leveraged their tech-savvy backgrounds to create an operationally efficient and modernized bakery experience. From day one, Crumbl used state-of-the-art technology, including iPads for ordering and digital tracking systems, to ensure streamlined operations and improve customer service.
Their open-kitchen concept allows customers to see every step of the cookie-making process, reinforcing transparency and trust. This innovative setup not only speeds up production but also enhances the customer experience, making each visit a memorable one.
The Open-Concept Store Design: Mimicking Apple’s Approach
The layout of Crumbl’s stores is another masterstroke. Drawing inspiration from Apple’s retail design, Crumbl created brightly lit, open-concept bakeries where customers can watch cookies being mixed, baked, and packaged. This interactive environment gives visitors a behind-the-scenes look at the magic, creating a sense of connection with the brand.
Customers often share photos and videos of the process on social media, which further amplifies Crumbl’s visibility. The open design also ensures operational efficiency, as staff members work seamlessly to produce cookies fresh daily.
Franchising Model and Rapid Expansion
Crumbl’s franchising strategy has been a significant driver of its explosive growth. By 2023, the company had over 700 locations across the United States. The founders focused on creating a scalable business model that could maintain quality while expanding rapidly.
Their strategy? Equip franchisees with robust training programs, cutting-edge tools, and marketing resources. This approach allowed Crumbl to grow quickly without compromising the brand’s signature quality. The result? It became the fastest-growing cookie company in the nation, attracting both investors and customers.
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Social Media and Marketing Mastery
The Role of TikTok and Instagram in Building Hype
Crumbl Cookies embraced social media as its primary marketing tool, and boy, did it pay off. The company’s viral TikTok videos showcasing gooey cookie pulls and unboxing experiences captured millions of viewers’ attention. The hashtag #CrumblReview became a sensation, encouraging customers to share their own reviews and engage with the brand online.
With over 5 million followers on TikTok and millions more on Instagram, Crumbl became a social media darling. By focusing on visually appealing content, it ensured that every post resonated with its audience. Customers, in turn, became brand ambassadors, promoting Crumbl through their own posts.
Viral Marketing: #CrumblReview and User-Generated Content
What’s fascinating is that Crumbl achieved its success without relying on paid influencer marketing. Instead, it built its empire on organic, user-generated content. Fans eagerly share their weekly flavor reviews, unboxing videos, and even creative ways to enjoy the cookies. This grassroots approach made the brand feel authentic and relatable.
Additionally, Crumbl’s marketing team consistently interacts with followers by reposting their content, further strengthening the sense of community. This strategy not only increases engagement but also creates a sense of loyalty among customers.
Why Crumbl Avoids Influencer Relations
While many brands rely heavily on influencers to boost visibility, Crumbl intentionally avoids this route. Why? The founders believed that building a brand on organic customer interactions would lead to more authentic growth. This unique approach has differentiated Crumbl from competitors and contributed to its massive popularity.
Their focus on authentic connections has proven highly effective, demonstrating that a well-executed social media strategy can rival traditional marketing efforts. So, how did Crumbl Cookies get so big? Social media played an undeniably crucial role.
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The Weekly Rotating Menu
Freshness as a Selling Point
One of Crumbl Cookies’ standout features is its commitment to freshness. Each cookie is baked fresh daily, ensuring customers receive high-quality treats every time. By focusing on freshly prepared desserts, Crumbl differentiates itself from competitors that rely on pre-packaged or frozen products.
The open-kitchen layout, where customers can watch the entire baking process, enhances this perception of freshness. Walking into a Crumbl store feels like stepping into a bakery at its peak, with the aroma of warm cookies creating an irresistible draw.
Signature Flavors and Seasonal Additions
At the heart of Crumbl’s success lies its signature rotating menu. The company changes its cookie flavors weekly, offering four to five new options alongside fan favorites like Milk Chocolate Chip and Chilled Sugar. This constant refresh keeps customers excited and eager to return, knowing they’ll find something new each week.
Seasonal flavors like Pumpkin Pie in the fall or Peppermint Bark during the holidays add a festive touch, while limited-time releases tied to pop culture moments, such as Shark Week-themed cookies, appeal to broader audiences. Crumbl’s ability to adapt its offerings to trends ensures it stays relevant and ahead of competitors.
How the Menu Strategy Keeps Customers Engaged
The rotating menu is not just a novelty—it’s a genius marketing strategy. Customers feel a sense of urgency to try the latest flavors before they disappear, creating a fear of missing out (FOMO). This exclusivity drives repeat visits and encourages customers to share their experiences online, fueling Crumbl’s viral success.
The weekly flavor announcements on social media build anticipation, often leading to packed stores and long lines. It’s clear that the rotating menu plays a pivotal role in how Crumbl cookies got so big. By combining freshness with variety, Crumbl ensures there’s always something exciting for its loyal fans.
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The Iconic Pink Boxes
The Aesthetic Appeal: Designed for Social Media
Crumbl’s pink boxes are more than just packaging—they’re a branding masterpiece. The long, pastel-pink boxes are instantly recognizable and perfectly sized for a variety of cookie counts. Designed by co-founder Sawyer Hemsley during Crumbl’s early days, the boxes quickly became a visual symbol of the brand.
Their sleek design isn’t just functional; it’s highly photogenic. Customers love sharing photos of their pink boxes on Instagram, which helps Crumbl maintain a constant presence on social media. The branding ensures that every box is not just a cookie carrier but also free advertising.
Practicality and Branding: More Than Just a Box
Beyond aesthetics, the pink boxes are highly practical. Their long, narrow design holds cookies securely, making them easy to transport. The sturdy build ensures that the cookies remain picture-perfect, even after a trip home. This attention to detail reinforces Crumbl’s reputation for quality and care.
Moreover, the pink box serves as a conversation starter. Whether spotted in a coworker’s hand or displayed at a party, it sparks curiosity and often prompts others to try Crumbl for themselves. This combination of practicality and branding shows how something as simple as packaging can contribute to how Crumbl cookies got so big.
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Challenges and Controversies
Addressing Gluten-Free and Vegan Options
Despite its massive success, Crumbl Cookies has faced criticism for its lack of dietary-inclusive options. The company does not currently offer gluten-free, vegan, or kosher cookies, which has left some customers feeling excluded. In an era where dietary preferences and restrictions are becoming more common, this gap stands out.
Fans have taken to social media to request broader menu options, but so far, Crumbl hasn’t made significant changes. While its focus remains on delivering fresh, high-quality cookies, adding these options could attract an even larger customer base. Addressing these gaps might be the next step in answering how did Crumbl cookies get so big and how they can grow even further.
The Utah Cookie War: Legal Battles with Competitors
Crumbl’s rise to fame hasn’t been without bumps in the road. In 2022, the company made headlines by filing lawsuits against two competing brands, Dirty Dough and Crave Cookies, accusing them of copying Crumbl’s recipes, processes, and packaging. Dubbed the “Utah Cookie War,” this legal battle attracted public attention and sparked debates about originality in the baking industry.
While the lawsuits have yet to resolve fully, they underscore the competitive nature of the gourmet cookie market. Crumbl’s willingness to protect its brand shows its commitment to maintaining a distinct identity, but the controversies have also brought its competitors into the spotlight.
Customer Expectations and Criticism
As Crumbl grows, so do customer expectations. Some critics argue that the rotating menu leaves them longing for favorite flavors that rarely return. Others have pointed out that the cookies are too rich for some tastes or too pricey for budget-conscious customers. However, these concerns haven’t slowed the brand’s growth, as Crumbl continues to innovate and find new ways to keep its customers engaged.
The Future of Crumbl Cookies
Innovating Beyond Cookies: Expanding Product Lines
Crumbl has already ventured beyond cookies, offering ice cream and branded merchandise like cookie-scented candles and pink cookie cutters. This diversification demonstrates the company’s understanding that innovation doesn’t stop at its core product. Expanding its product line further—perhaps introducing beverages or gluten-free desserts—could open up new revenue streams and attract a broader audience.
The company has also embraced sustainability by launching a reusable aluminum water bottle. Such initiatives show that Crumbl is not just about cookies; it’s about building a brand that resonates with modern consumers.
Growth Potential in New Markets
As Crumbl continues to open new franchises across the U.S., international expansion could be on the horizon. With its tech-driven model and viral marketing strategies, the brand is well-equipped to tackle markets abroad. From pop-up shops in global cities to collaborations with international influencers, Crumbl’s global potential seems boundless.
Expanding to new regions, coupled with diversifying its offerings, could propel Crumbl to even greater heights. Its success story might soon evolve from how did Crumbl cookies get so big to how did Crumbl conquer the world?
What’s Next for the Brand?
Crumbl’s future depends on its ability to stay innovative and relevant. As it faces increasing competition, maintaining its stronghold in the gourmet cookie market will require consistent creativity and customer engagement. Whether it’s through new flavors, partnerships, or eco-friendly initiatives, Crumbl’s journey is far from over.
The Cookies Sometimes Come with a Sprinkle of Pop Culture
Specialty Cookies That Capture the Moment
One of Crumbl’s most creative strategies is tying its weekly cookie offerings to pop culture moments. From Shark Week-themed cookies to flavors inspired by holidays and events, Crumbl has found a way to make its desserts feel timely and relevant. This approach taps into current trends, ensuring that the brand remains a part of the cultural conversation.
For example, during Shark Week, Crumbl offered a sugar cookie topped with blue frosting and gummy sharks. These playful creations often go viral on social media, sparking excitement and driving traffic to their stores. This innovative use of pop culture is another key factor in answering the question: How did Crumbl cookies get so big?
Engaging Fans Through Flavor Rankings
Crumbl actively involves its fans in ranking and discussing their favorite cookie flavors. Social media platforms like TikTok and Instagram are filled with reviews, debates, and personal rankings of the brand’s offerings. This participatory aspect strengthens the connection between Crumbl and its customers, making them feel like a part of the brand’s story.
In addition, fan-favorite flavors are occasionally brought back, based on popular demand. By listening to its audience and responding with special releases, Crumbl fosters loyalty and ensures customers keep coming back for more.
More Than Just a Cookie Shop
Diversifying the Offerings: From Ice Cream to Merchandise
Crumbl has expanded beyond cookies, offering ice cream flavors inspired by its most popular cookies. From Milk Chocolate Chip Ice Cream to unique seasonal options, these frozen treats complement its core product line and attract customers seeking variety.
But Crumbl doesn’t stop at food. The brand sells merchandise like T-shirts, hoodies, and even cookie-scented candles. These items let fans bring a piece of Crumbl into their everyday lives, further strengthening brand loyalty. The merchandise also acts as a walking advertisement, spreading awareness to potential new customers.
Building a Community Around the Brand
Crumbl’s mission extends beyond selling desserts—it’s about creating a community. The brand emphasizes bringing friends and families together over its iconic pink boxes. Its stores are designed as spaces where customers can connect, share stories, and celebrate special moments.
Moreover, Crumbl uses its social media presence to highlight customer stories, showcase fan creativity, and promote community engagement. This holistic approach to building a brand identity ensures that Crumbl isn’t just a cookie shop but a cultural phenomenon.
FAQ
1. What makes Crumbl Cookies unique?
Crumbl stands out for its freshly baked cookies, innovative rotating menu, and vibrant social media presence, which have made it a viral sensation.
2. How did Crumbl Cookies get so big?
Crumbl grew rapidly through a combination of tech-driven operations, creative branding, and a weekly rotating menu that keeps customers coming back.
3. Why does Crumbl rotate its menu every week?
The weekly rotating menu ensures variety, excitement, and freshness, creating a sense of urgency that drives repeat visits and customer engagement.
4. Does Crumbl offer gluten-free or vegan options?
Currently, Crumbl does not offer gluten-free or vegan options, but many fans hope these options will be added in the future.
Conclusion
Crumbl Cookies’ success is a testament to the power of innovation, branding, and customer connection. From its humble beginnings to becoming a viral cookie empire, Crumbl has redefined the gourmet cookie experience. By leveraging social media, maintaining freshness, and keeping its menu dynamic, Crumbl has shown that the right blend of creativity and strategy can make a brand truly iconic. The future looks bright for this sweet sensation, as it continues to evolve and expand its reach.
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