50 Facts About Crumbl Cookies

The Birth of Crumbl Cookies

Crumbl Cookies has quickly become a favorite for cookie lovers everywhere. Let's dive into its fascinating journey and what makes it so special.

1. Crumbl Cookies was founded in 2017 by cousins Sawyer Hemsley and Jason McGowan in Logan, Utah, while Hemsley attended Utah State University.
2. The first Crumbl location only served freshly baked milk chocolate chip cookies, available for pick-up or delivery.

Rapid Expansion and Global Reach

From a single store to a global presence, Crumbl's growth has been nothing short of impressive.

3. As of August 2024, Crumbl has 1,040 stores across the United States and has expanded internationally to Canada with multiple locations.
4. Crumbl maintains a strong presence on social media, which has been attributed to its rapid growth. The company has over 14 million combined followers on TikTok and Instagram.

Unique Offerings and Marketing Strategies

Crumbl's unique approach to flavors and marketing has set it apart from other cookie chains.

5. Crumbl offers a unique weekly rotating menu featuring six delicious flavors, selected from a wide variety of cookies and desserts.
6. The iconic pink packaging of Crumbl's cookies is designed to fit each cookie and dessert side by side. The 4-Pack pink box was developed in 2018 by founder Sawyer Hemsley and his college classmates.
7. Crumbl's cookie dough flavor is about 920 calories per cookie, and the company's R&D process involves creating unique flavors inspired by candy, cakes, and other foods.
8. Crumbl uses a testing and feedback process to ensure the quality of its cookies. Certain locations serve as testing facilities where customers can try new flavors before they are added to the nationwide menu.

Family-Owned and Community-Focused

Despite its rapid growth, Crumbl remains a family-owned business with a strong community focus.

9. Despite its rapid expansion, Crumbl remains a family-owned business, proud to contribute to the livelihoods of its thousands of local franchise partners, managers, and bakers.
10. Crumbl's business model includes not just selling cookies but also offering delivery, catering, and shipping services. The company has been deemed one of "America's fastest-growing chains" by Restaurant Business.

Customer Experience and Reviews

Customer feedback plays a crucial role in Crumbl's success.

11. Customer reviews praise the quality of Crumbl's cookies, with many customers noting the fresh lineup of cookies each week and the unique packaging.
12. Crumbl's nutrition labels list ingredients in order of weight from highest to lowest, which helps in developing accurate recipes for home bakers.

High-Quality Ingredients and Precise Baking

Crumbl's commitment to quality is evident in its choice of ingredients and baking methods.

13. Crumbl uses high-quality ingredients such as Darigold and Wholesome Farms butter, Guittard chocolate chips, and LorAnn Oils for flavorings.
14. Specialty ingredients like extracts and emulsions give Crumbl's cookies their signature taste and aroma. These ingredients are purchased by stores on the Crumbl Foods website.
15. Crumbl uses precise weighing of ingredients for consistency in their recipes, a method that is recommended for home bakers as well.
16. Crumbl's secret packets contain a mix of smaller quantity ingredients like corn starch, leavening agents, salt, and additional flour. These packets are used to enhance the flavor and texture of their cookies.

Challenges and Controversies

Like any growing business, Crumbl has faced its share of challenges and controversies.

17. Despite its popularity, some critics argue that Crumbl's cookies are not the best they have had. However, the unique flavors and presentation make them a favorite among many.
18. Crumbl's cookies are priced reasonably considering their size and flavor. However, some critics find the prices too high for a single cookie.
19. Crumbl's marketing strategy heavily relies on social media, which has contributed significantly to its growth. The company's presence on TikTok and Instagram has garnered millions of followers.
20. Crumbl's founders used A/B testing methods to come up with their final milk chocolate chip cookie recipe, ensuring that the product was perfect before launch.
21. In 2022, Crumbl sued Crave Cookies and Dirty Dough, two fellow cookie companies, alleging that they had "unique ties" to Crumbl and a "confusingly similar marketing and business model".

Strategic Moves and Acquisitions

Crumbl has made strategic moves to expand its offerings and market presence.

22. On December 21, 2023, Crumbl acquired Pleasant Grove, Utah-based pie company Crust Club, founded in 2016 by partners Tyler and Valerie Kukahiko. The acquisition was seen as a strategic move to expand Crumbl's offerings.
23. In December 2022, the U.S. Department of Labor fined 11 Crumbl Cookie franchises across six U.S. states for violations of child labor laws impacting 46 workers who were minors. Crumbl apologized and affirmed its commitment to a safe and welcoming work environment.

Adapting to the Pandemic

The COVID-19 pandemic posed challenges, but Crumbl adapted and thrived.

24. During the COVID-19 pandemic, Crumbl expanded rapidly, growing from 100 locations by August 2020 to over 300 stores in the United States by the end of 2021.
25. Crumbl expanded internationally to Canada in 2023 with four locations: two in Alberta and one each in Saskatoon, Saskatchewan, and Mississauga, Ontario.

Social Media Frenzy

Crumbl's social media strategy has played a significant role in its success.

26. Crumbl's presence on TikTok was particularly notable, with its following reaching 1.6 million within six weeks in February 2021. This rapid growth on social media platforms has been a significant factor in its success.
27. Crumbl's Instagram presence is equally impressive, with millions of followers enjoying the visually appealing images of their cookies and desserts. The brand's use of Instagram Stories and Reels has helped maintain a strong online presence.
28. Crumbl engages with its customers through various social media channels, often asking for feedback on new flavors and recipes. This interactive approach helps build a loyal customer base.

Flavor Variety and Innovation

Crumbl's ever-changing menu keeps customers coming back for more.

29. Crumbl offers a wide variety of flavors, including French silk pie, Kentucky butter cake, and New York cheesecake. These unique flavors set Crumbl apart from other cookie chains.
30. Certain locations serve as testing facilities where customers can try new flavors before they are added to the nationwide menu. These flavors are referred to as "Cookies in Testing".

Community Impact and Franchise Model

Crumbl's franchise model and community focus contribute to its success.

31. Crumbl is proud to contribute to the livelihoods of its thousands of local franchise partners, managers, and bakers. The company emphasizes its commitment to supporting local communities.
32. Crumbl operates on a franchise model, allowing multiple locations to be owned and operated by different individuals. This model has contributed significantly to the company's rapid expansion.

Customer Experience and Packaging

Crumbl's attention to detail enhances the customer experience.

33. The weekly rotating menu ensures that customers always have something new to try. This strategy keeps the brand fresh and exciting, encouraging repeat visits.
34. The iconic pink packaging of Crumbl's cookies is designed to be visually appealing and Instagram-worthy. The unique shape and signature pink color add a special touch to every Crumbl experience.
35. While some customers praise the quality of Crumbl's cookies, others have noted issues with delivery and packaging. However, the overall experience is often described as delightful and Instagram-worthy.

Nutritional Content and Marketing Effectiveness

Crumbl's high-calorie treats and effective marketing strategies have contributed to its popularity.

36. A single Crumbl cookie can be almost 1,000 calories alone, making it a high-calorie treat. The company's cookie dough flavor is about 920 calories per cookie.
37. The effectiveness of Crumbl's marketing strategy is evident in its rapid growth and widespread popularity. The company's use of social media has been particularly successful in engaging customers and promoting new flavors.

Customer Loyalty and Competitive Advantage

Crumbl's unique offerings and customer engagement have built a loyal following.

38. Crumbl has managed to build a loyal customer base through its unique flavors and engaging marketing strategies. Customers often return to try new flavors and share their experiences on social media.
39. Crumbl's competitive advantage lies in its unique flavors and high-end presentation. The company's use of specialty ingredients and precise weighing of ingredients ensures consistency in taste and texture.

Behind-the-Scenes and Customer Feedback

Transparency and customer feedback are key to Crumbl's success.

40. Crumbl's influence on social media extends beyond just promoting its products. The company often uses these platforms to engage with customers, share behind-the-scenes content, and promote new flavors.
41. Crumbl frequently shares behind-the-scenes content on social media, showcasing the baking process and the creation of new flavors. This transparency helps build trust with customers and keeps them engaged.
42. Crumbl actively seeks customer feedback through various channels, including social media and in-store surveys. This feedback is used to improve recipes and ensure customer satisfaction.

Innovative Recipes and Cultural Impact

Crumbl's creative recipes and cultural significance make it a standout brand.

43. Crumbl's innovative recipes often mimic other desserts and foods, such as buttermilk cookies topped with maple frosting, bacon bits, and maple syrup, which is similar to pancakes, or Key Lime pie featuring a graham cracker cookie with lime filling.
44. Cookies hold cultural weight, and Crumbl's unique flavors have contributed to this cultural significance. The company's cookies are often described as nostalgic and delicious, evoking memories of home-baked treats.

Partnerships and Financial Performance

Strategic partnerships and impressive financial performance highlight Crumbl's success.

45. Crumbl has partnered with pop star Olivia Rodrigo to promote her own type of cookie, further expanding its reach and influence in the culinary world.
46. In 2022, Crumbl brought in more than $1 billion in sales, demonstrating its financial success and rapid growth.

Operational Structure and Customer Experience

Crumbl's unique operational structure enhances the customer experience.

47. Crumbl operates with an open-concept kitchen, allowing customers to watch as their cookies are mixed, balled, and baked. This structure provides a unique experience for customers, making the baking process transparent and engaging.
48. The customer experience at Crumbl is designed to be memorable and Instagram-worthy. From the presentation of the cookies to the packaging, every detail is carefully curated to ensure a delightful experience.

Community Support and Future Plans

Crumbl's commitment to community support and future growth plans ensure its continued success.

49. Crumbl emphasizes its commitment to supporting local communities by contributing to the livelihoods of its thousands of local franchise partners, managers, and bakers. This community support is a key aspect of the company's mission.
50. As Crumbl continues to expand, it is likely to maintain its focus on innovative recipes, social media engagement, and community support. The company's future plans include further international expansion and the introduction of new flavors and products.

Crumbl Cookies: A Sweet Success Story

Crumbl Cookies has quickly become a beloved name in the dessert world. Founded in 2017 by cousins Sawyer Hemsley and Jason McGowan, this cookie chain has grown to over 1,000 locations across the U.S. and Canada. Their weekly rotating menu keeps customers coming back for more, always eager to try the latest flavors. The iconic pink box and strong social media presence have made Crumbl a hit, especially among younger crowds. Despite some bumps, like legal issues and labor law violations, Crumbl's commitment to quality and innovation remains strong. With unique flavors inspired by everything from candy to cakes, Crumbl continues to captivate cookie lovers everywhere. As they expand internationally and introduce new products, Crumbl's future looks as sweet as their cookies.