Crumbl Cookies
| Private | |
| ISIN | 🆔 |
| Industry | Bakery |
| Founded 📆 | 2017 Logan, Utah, U.S. |
| Founder 👔 | |
Number of locations | 478 |
Area served 🗺️ | United States |
Key people | Jason McGowan (CEO) Sawyer Hemsley (COO) |
| Members | |
Number of employees | |
| 🌐 Website | crumblcookies |
| 📇 Address | |
| 📞 telephone | |
Crumbl Cookies is a chain of bakeries in the United States that specializes in making large gourmet cookies and ice cream. Based in Utah, it was started in 2017 by cousins Jason McGowan and Sawyer Hemsley. As of 2022, the company has expanded to nearly 500 stores across the United States, and has been cited by various sources as the "fastest-growing cookie franchise in the nation."[1][2][3] The popularity of the chain has been credited to its presence in social media, as various pictures and videos of their cookies have been shared on sites like TikTok and Instagram.[4][5]
History and operations[edit]
Inspired by the success of pizza and other fast food delivery, Crumbl was founded by Sawyer Hemsley and Jason McGowan in 2017 while Hemsley attended Utah State University in Logan, Utah.[6][7][8] Hemsley and McGowan utilized A/B testing methods to come up with their final milk chocolate chip cookie recipe.[1][6] They began adding new flavors shortly after, leading to their development of a rotating menu system.[6][7] Crumbl stores employ an open kitchen concept which allows customers to taste various recipes and formulas for cookie flavors.[9]
Concept and products[edit]
Each weekly menu includes six cookie flavors, including the chocolate chip flavor offered daily, and five other flavors rotated from a library of over 170 flavors.[1][10] Every Sunday, the company releases the new flavors for each week on their website along with their social media accounts. Uploading the announcements in video form, the company showcases their cookies in slow-motion footage which receive an average of over 1 million views on Instagram and TikTok.[2][11] Since opening, order options have expanded from delivery and takeout to curbside pickup and nationwide shipping via their mobile delivery app.[10][12]
The company takes inspiration from various types of desserts such as cakes, pies and candies to create their flavors. They also consider suggestions on social media for flavor ideas, alongside customer taste testing for feedback.[13] Other products they serve include milk and ice cream, known as Crumbl Cream.[12] Cookies are sold in two sizes: regular and mini. Crumbl Cookies' ice cream, Crumbl Cream, is also offered in addition to chilled milk and water.[14][15]
One of the brand's most popular flavors included their signature pink sugar frosted cookie, inspired by variations on the recipe from local Utah bakeries such as Swig and Dutchman's Market. The flavor was one of Crumbl Cookies' menu staples since their inception, appearing alongside the chocolate chip flavor on the menu every week.[16] However, on April 23, 2022, Crumbl Cookies announced that it would remove the flavor as one of their regular items, with McGowan stating that the popularity of the other specialty flavors has led the company to shift focus on newer flavor opportunities.[2][17]
Reception[edit]
Crumbl Cookies is cited as the fastest-growing cookie franchise in the nation by several publications, including ABC News,[1] Deseret News[2] and CNBC.[4] The company's exponential growth in popularity has been attributed to social media; various images, videos and reviews of their cookies posted on Instagram and TikTok attained viral status.[2][1] The company's following on TikTok reached 1.6 million within six weeks in February 2021,[1][11] and as of 2022 they have over 7 million combined followers between TikTok and Instagram.[17]
Growth[edit]
During the COVID-19 pandemic, Crumbl Cookies expanded to 149 locations across the United States by July 2021.[4] By the end of 2021, the company had grown to open 330 stores in the country,[18] and by July 2022 grew to 478 locations in 45 states.[2]
References[edit]
- ↑ 1.0 1.1 1.2 1.3 1.4 1.5 McLellan, Shannon; Moore, Zoe (August 4, 2021). "Cookie company goes viral with 1.7M followers on TikTok". ABC News. Retrieved May 11, 2022.
- ↑ 2.0 2.1 2.2 2.3 2.4 2.5 Encinas, L.R. (July 1, 2022). "How Crumbl won the great Utah cookie war and expanded an empire of sugar". Deseret News. Retrieved July 5, 2022.
- ↑ Maze, Jonathan (May 4, 2022). "The Story Behind Crumbl Cookies' Great Success". Restaurant Business. Retrieved May 11, 2022.
- ↑ 4.0 4.1 4.2 Day, Andrea (July 7, 2021). "A cookie company is taking TikTok by storm - and business is booming". CNBC. Retrieved May 11, 2022.
- ↑ "Crumbl Cookies Gains TikTok Stardom". QSR Magazine. June 29, 2021. Retrieved May 11, 2022.
- ↑ 6.0 6.1 6.2 Michaels, Laura (October 27, 2021). "Inside the Craze at Fast-growing Franchise Crumbl Cookies". Franchise Times. Retrieved May 11, 2022.
- ↑ 7.0 7.1 Zsiray, John (September 20, 2017). "Cookie bakery, delivery service to open in Logan". The Herald Journal. Retrieved May 11, 2022.
- ↑ Simmons, Necia (March 19, 2019). "Hemsley cooks up franchise". The Preston Citizen. Retrieved May 11, 2022.
- ↑ Amick, Brian (August 16, 2019). "Crumbl seeks cookie taste testers". Bake Magazine. Retrieved July 8, 2022.
- ↑ 10.0 10.1 Nesse, Alissa (June 13, 2022). "Tasting the Crumbl Cookies craze". Axios. Retrieved July 8, 2022.
- ↑ 11.0 11.1 Coley, Ben (September 21, 2021). "Crumbl Cookies Rises from Emerging Brand to Category Leader". QSR Magazine. Retrieved July 8, 2022.
- ↑ 12.0 12.1 Afana, Dana (September 17, 2020). "Utah-based Crumbl Cookies to open Ann Arbor location". MLive. Retrieved May 11, 2022.
- ↑ Cass, Alexandra (October 18, 2021). "Crumbl Cookies' Founders Reveal How They Create All Their Cookie Flavors - Exclusive". Mashed. Retrieved July 8, 2022.
- ↑ "Crumbl Cookies Drives Digital Orders With Social-First Design". PYMNTS. May 19, 2021. Retrieved May 11, 2022.
- ↑ "Nimble Micro-Bakeries Feed Into Niche Food Delivery Trend". PYMNTS. May 19, 2021. Retrieved May 11, 2022.
- ↑ Blaskovich, Sarah (June 24, 2021). "Why are Texans standing in line for cookies? Inside the Crumbl Cookies phenomenon". Dallas Morning News. Retrieved July 8, 2022.
- ↑ 17.0 17.1 Hanson, Kait (April 22, 2022). "Crumbl is taking its pink sugar cookies off the menu — and fans are crushed". Today. Today.com. Retrieved July 5, 2022.
- ↑ Oches, Sam (July 7, 2022). "The secret to Crumbl Cookies' explosive franchise growth". Nation's Restaurant News. Retrieved July 8, 2022.
External links[edit]
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