Crumbl Cookies

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Crumbl Cookies 2022-01-29 06-43-46 (cropped)

Crumbl Cookies is a popular American bakery chain known for its gourmet cookies. Founded in 2017 by Jason McGowan and Sawyer Hemsley in Logan, Utah, Crumbl Cookies has rapidly expanded across the United States, becoming a significant player in the dessert industry. The company is renowned for its rotating menu of cookie flavors, with new recipes introduced weekly alongside staple flavors like their signature milk chocolate chip cookie.

History

Crumbl Cookies began as a small startup with the aim of creating the perfect chocolate chip cookie. The founders, McGowan and Hemsley, experimented with over a hundred iterations before settling on their final recipe. The first store opened in Logan, Utah, and quickly gained popularity, leading to rapid expansion. By 2023, Crumbl Cookies had grown to include over 300 locations across the United States.

Concept and Menu

The unique selling proposition of Crumbl Cookies lies in its rotating menu concept. Each week, the bakery introduces four to five new cookie flavors, ensuring that the menu remains fresh and exciting. This strategy not only encourages repeat visits but also creates a buzz on social media, where customers eagerly anticipate the announcement of new flavors. Classic flavors, such as the milk chocolate chip and chilled sugar cookie, remain constant fixtures on the menu.

Crumbl Cookies are larger than average, typically weighing in at about 4.5 ounces. The cookies are sold individually, in a pack of four, or in a party box of twelve. In addition to walk-in purchases, Crumbl Cookies offers delivery and shipping options, making it possible for customers to enjoy their products nationwide.

Marketing and Social Media

Crumbl Cookies has leveraged social media platforms, particularly TikTok and Instagram, to build a strong brand presence. The company's strategy includes engaging with customers through weekly flavor announcements, behind-the-scenes looks at the cookie-making process, and user-generated content. This approach has helped Crumbl Cookies to cultivate a loyal customer base and achieve viral status on several occasions.

Locations

As of 2023, Crumbl Cookies operates over 300 locations across the United States. The company has a mix of corporate-owned and franchised stores. Crumbl Cookies' aggressive expansion strategy has been a key factor in its rapid growth, with plans to continue expanding both domestically and internationally.

Reception

Crumbl Cookies has received widespread acclaim for its innovative flavors and high-quality ingredients. Customers frequently praise the cookies' texture and taste, as well as the excitement of discovering new flavors each week. However, the brand has also faced criticism for its pricing, with some customers noting that the cookies are more expensive than those of competitors.

See Also

• Bakery
• Dessert
• Social media marketing
• Franchising