How did Crumbl cookies get so big?

The rise of Crumbl Cookies from a small-town startup to a nationwide dessert powerhouse is nothing short of phenomenal. With its signature pink boxes, rotating menu, and strategic use of social media, Crumbl has captured the hearts (and taste buds) of millions. This article dives deep into the journey of Crumbl Cookies, exploring how a simple idea transformed into a global brand. From their humble beginnings to their ambitious expansion plans, we’ll uncover the secrets behind their meteoric growth and what makes them so special.

How Did Crumbl Cookies Get So Big From Humble Beginnings?

The story of Crumbl Cookies starts in Logan, Utah, where two cousins—Jason McGowan and Sawyer Hemsley—turned a dream into reality. Armed with ambition but little experience, they embarked on a journey that would change the dessert landscape forever.

Founders and Their Vision

Jason McGowan and Sawyer Hemsley had a vision: to create the world’s best chocolate chip cookie. While McGowan brought his tech-savvy background to the table, Hemsley contributed his passion for baking and entrepreneurship. They weren’t professional bakers, but their shared determination to perfect a single product set them apart.

Their goal wasn’t just to sell cookies; they wanted to create an experience—something that would bring people together. And with this vision, they laid the groundwork for what would eventually become Crumbl.

The First Store and Initial Struggles

In 2017, the cousins opened their first Crumbl store in Logan, Utah, without even finalizing a recipe. They secured a storefront, invested in equipment, and began experimenting in Hemsley’s family kitchen. Their quest for the perfect cookie included countless trial-and-error sessions, taste tests at local gas stations, and candid feedback from family and friends.

Initially, Crumbl offered only chocolate chip cookies. But despite their humble beginnings, the business quickly gained traction. Word spread about their deliciously soft, gooey cookies, and soon, lines were forming outside the small bakery.

Developing the Perfect Cookie Recipe

Crafting the ideal chocolate chip cookie wasn’t just about flavor—it was about creating an emotional connection. The cousins tested different ingredients, techniques, and baking times, constantly refining their product. They didn’t stop until they achieved the perfect balance of sweetness, chewiness, and nostalgia.

This dedication paid off, setting Crumbl apart from other cookie brands. Their cookies weren’t just desserts; they were moments of joy wrapped in pink boxes.

How Crumbl Cookies Used Franchising to Get So Big

Crumbl Cookies didn’t just stop at making the perfect cookie—it reinvented the way desserts are sold by leveraging a franchise model that emphasized quality, consistency, and community. The cousins’ approach to franchising was both strategic and unconventional, allowing the brand to grow rapidly without losing its essence.

Why Crumbl Chose Franchising

The decision to franchise came from a desire to grow Crumbl while keeping operations closely tied to their vision. Unlike other businesses that sell franchise opportunities to anyone willing to pay, Crumbl took a more selective approach. Prospective franchisees had to be genuine fans of the product, ensuring that only passionate, dedicated individuals joined the Crumbl family.

By prioritizing quality over quantity, Crumbl ensured that each new location upheld its standards, maintaining the experience that made customers fall in love with the brand.

Selective and Purposeful Franchise Growth

Rather than blasting advertisements about franchise opportunities, Crumbl relied on word-of-mouth and its strong brand reputation. Potential franchisees discovered opportunities through subtle links on their website, a method designed to attract only the most committed entrepreneurs.

Their first franchise in Bountiful, Utah, was a test of this model, and it succeeded beyond expectations. Today, Crumbl boasts over 900 locations, all of which embody the brand’s commitment to consistency and excellence.

Family-Oriented Business Practices

Crumbl’s franchise model extends its family values to the workplace. Stores close on Sundays to allow employees to spend time with loved ones, and corporate employees enjoy summer Fridays off. This focus on well-being not only attracts loyal employees but also builds a culture that resonates with customers.

Explore Crumbl-inspired recipes like the ones found in this Crumbl cookie recipe post on LivelyCook for a taste of their signature treats.

How Crumbl’s Rotating Menu Helped It Get So Big

One of the most striking features of Crumbl Cookies is its weekly rotating menu. This simple yet innovative idea keeps customers coming back for more, fueling curiosity and excitement about what flavors will pop up next.

The Concept of Rotating Flavors

Crumbl initially started with just a few flavors but soon realized they needed a way to maintain interest while managing the operational challenges of producing so many options. The solution? A weekly menu featuring six flavors—four rotating ones and two staples, including the beloved chocolate chip.

This system ensures freshness and variety while reducing the burden on production lines. It also creates a sense of exclusivity, making each week’s menu feel like a limited-time offer.

How This Strategy Creates Buzz

The weekly menu taps into FOMO (fear of missing out), as customers rush to try unique offerings before they disappear. Social media amplifies this effect, with fans sharing their favorite flavors and speculating on future releases.

Crumbl’s rotating menu has become a cornerstone of its marketing strategy, keeping the brand top-of-mind for cookie lovers everywhere.

Most Popular and Controversial Flavors

Over the years, Crumbl has introduced over 250 flavors, some of which have achieved cult status. The Chocolate Crumb Cake with Oreo remains the top seller, while others, like the Everything Bagel Cookie, sparked debates about whether they belong on the menu.

The variety ensures there’s something for everyone, making Crumbl a go-to for adventurous eaters and traditionalists alike.

How Social Media Helped Crumbl Cookies Get So Big

Social media has played a pivotal role in answering the question, “How did Crumbl Cookies get so big?” The brand’s savvy use of platforms like TikTok and Instagram has turned it into a viral sensation, connecting with millions of customers worldwide.

Leveraging Organic Growth Through TikTok

Crumbl Cookies’ TikTok account isn’t just a marketing tool; it’s a phenomenon. With over 7 million followers, the account showcases everything from behind-the-scenes baking videos to flavor reveals. Unlike traditional advertising, Crumbl relies on organic growth—fans posting about their experiences and spreading the word online.

Their videos often highlight the rotating menu, sparking curiosity and conversations. By encouraging user-generated content, Crumbl has effectively turned its customers into marketers, driving engagement and brand loyalty.

How Viral Trends Drive Foot Traffic

From the iconic pink boxes to drool-worthy cookie close-ups, Crumbl has mastered the art of creating shareable content. Viral trends, such as fans ranking their favorite flavors or debating the best cookie, generate excitement and drive foot traffic to stores.

This strategy not only boosts sales but also reinforces Crumbl’s status as a trendsetter in the dessert world.

Comparing Crumbl’s Online Presence to Competitors

Crumbl’s success on social media far outpaces its competitors. For instance, Crumbl’s TikTok followers dwarf those of brands like Insomnia Cookies and even established giants like McDonald’s. This digital dominance is a testament to the brand’s innovative and relatable approach to engaging with its audience.

Crumbl Cookies and Creative Engagement

For more insights into creating standout recipes, explore related ideas like this Crumbl cookie recipe for inspiration.

How Crumbl Cookies Became an Experience and Got So Big

Crumbl Cookies isn’t just about selling desserts—it’s about creating an experience that resonates with people. This unique approach has been key to the brand’s rapid rise and enduring popularity.

Emotional Connections and Brand Loyalty

Crumbl’s cookies aren’t just sweet treats; they’re vessels for memories. Whether it’s a celebration, a family gathering, or a simple pick-me-up, the brand has positioned itself as a source of comfort and joy. Customers often share stories of how Crumbl cookies marked special moments in their lives, strengthening their loyalty to the brand.

This emotional connection elevates Crumbl from a cookie shop to a beloved tradition for many families.

Community Events and Celebrations

Crumbl also fosters a sense of community by participating in local events and supporting franchise owners in engaging with their neighborhoods. Grand openings often draw crowds, creating a buzz that brings people together.

The brand’s emphasis on togetherness reflects its tagline: “Bringing people together over a box of the best cookies in the world.”

The Role of Packaging in Customer Experience

The signature pink box is more than just packaging; it’s a symbol of delight. The sleek design, combined with the anticipation of opening it to reveal fresh, delicious cookies, enhances the overall experience. This attention to detail reinforces Crumbl’s commitment to delivering happiness in every bite.

For more delicious dessert ideas, check out our recipe article on creating your own Crumbl-inspired cookies on LivelyCook.

How Did Crumbl Cookies Get So Big Despite Challenges?

Even as Crumbl Cookies continues to grow at an unprecedented rate, the company hasn’t been without its challenges and criticisms. Balancing rapid expansion while maintaining quality and handling public feedback are hurdles that every fast-growing brand faces.

Handling Rapid Expansion

Crumbl’s swift rise to over 900 locations in just a few years has been both a blessing and a logistical challenge. Managing operations across such a vast network while maintaining product consistency has required meticulous planning. With each new store, the brand risks losing some of the personal touch that made it so beloved.

To combat this, Crumbl emphasizes rigorous franchisee training and quality checks. But as expansion continues, scaling while preserving the essence of their brand remains a significant test.

Addressing Product Consistency Concerns

One common complaint among customers is inconsistent product quality across locations. While some stores deliver cookies exactly as advertised—thick, gooey, and delicious—others fall short, with reports of underbaking or ingredient substitutions.

Crumbl’s leadership actively works to address these issues, implementing stricter operational standards and improving communication between corporate and franchise owners.

Competitor and Consumer Backlash

As Crumbl’s popularity has soared, so has criticism from competitors and consumers alike. Some argue that their prices are too high, while others claim the cookies are overly sweet or lack balance. However, the brand’s innovative rotating menu and viral marketing strategies continue to win over fans despite detractors.

The question, “How did Crumbl cookies get so big?”, remains a testament to the company’s ability to tackle these challenges while maintaining its upward trajectory.

How Crumbl Cookies Outshine Competitors and Got So Big

In the crowded dessert market, Crumbl Cookies has managed to set itself apart from competitors like Insomnia Cookies and Great American Cookies. By blending innovation, nostalgia, and a robust marketing strategy, Crumbl has emerged as a clear leader in its niche.

Insomnia Cookies and Others—What Sets Crumbl Apart?

While brands like Insomnia Cookies focus on late-night delivery and a consistent menu, Crumbl offers a more dynamic experience with its rotating menu and fresh flavors each week. This approach creates excitement and keeps customers coming back to see what’s new.

Moreover, Crumbl’s branding—centered around its signature pink boxes and luxurious presentation—feels more premium compared to its competitors.

Crumbl’s Competitive Edge in Marketing

Crumbl’s viral social media campaigns have given it a significant edge over competitors. Where others rely on traditional advertising, Crumbl’s organic growth through TikTok and Instagram has allowed it to connect with younger audiences more effectively.

By showcasing their creative process, engaging with fans, and encouraging user-generated content, Crumbl has built a digital presence that far exceeds its rivals.

Revenue and Market Position Comparisons

Crumbl has not only outpaced its competitors in brand awareness but also in revenue. With over 900 locations and ambitious expansion plans, it has become the fastest-growing dessert chain in the U.S. By comparison, Insomnia Cookies has around 250 locations, underscoring Crumbl’s extraordinary growth.

The secret to how Crumbl cookies got so big lies in its ability to innovate and adapt while staying true to its core values—delivering joy and quality in every bite.

How Crumbl Cookies Plan to Get Even Bigger Globally

The question “How did Crumbl cookies get so big?” isn’t just about their past—it’s about their future. With over 900 locations across the United States, Crumbl is already a household name. But the company isn’t stopping there. Its next challenge? Conquering the global market.

Expansion into Canada and Beyond

Crumbl has already begun testing international waters with five locations in Canada. This move signals the brand’s intent to establish a global presence, bringing its iconic cookies and pink boxes to new audiences.

As the company grows, it plans to replicate the strategies that made it successful in the U.S.—a rotating menu, a strong social media presence, and a focus on franchise partnerships. However, adapting to international tastes and navigating foreign markets will require a tailored approach.

Potential for Global Domination

With its proven ability to capture attention through innovative marketing and a commitment to quality, Crumbl has the potential to become a global dessert powerhouse. The brand’s strategy of creating emotional connections and delivering unique experiences gives it a strong foundation for success abroad.

If Crumbl can maintain its core values while appealing to international palates, it’s only a matter of time before its cookies become a worldwide sensation.

Maintaining Their Brand Identity

One of Crumbl’s biggest challenges during global expansion will be preserving its identity. Balancing rapid growth with the personal touch that fans love will be critical. By staying true to their motto of “bringing people together over the best cookies in the world,” Crumbl can continue to thrive in new markets.

How Did Crumbl Cookies Get So Big? Your FAQs Answered)

In this section, we’ll address some of the most common questions about Crumbl Cookies and their meteoric rise to fame.

What Makes Crumbl Cookies Unique?

Crumbl’s appeal lies in its rotating menu, premium packaging, and fresh, oversized cookies. By offering something new each week, the brand creates a sense of excitement that keeps customers engaged.

Why Are Crumbl’s Flavors Rotated Weekly?

The weekly rotation keeps the menu fresh and helps manage the operational demands of offering so many creative flavors. This strategy also encourages customers to visit regularly to try limited-time options.

Is Crumbl Cookies a Franchise?

Yes, Crumbl operates on a franchise model, allowing passionate entrepreneurs to open their own stores while adhering to the company’s rigorous standards. This approach has enabled rapid expansion without compromising quality.

How Has Social Media Helped Crumbl Succeed?

Social media, particularly TikTok, has been instrumental in Crumbl’s growth. Viral content showcasing the baking process, new flavors, and customer reviews has brought the brand immense visibility and engagement.