Their meteoric rise to over 1,000 stores across the US and Canada, generating $158 million in franchise royalties
Crumbl Cookies, founded in Logan, Utah, in 2017, has rapidly transformed into a viral sensation, fundamentally driven by its astute digital strategy. Their meteoric rise to over 1,000 stores across the US and Canada, generating $158 million in franchise royalties, is a testament to their mastery of social media virality. From its inception, Crumbl embraced a digital-first model, focusing on visually appealing products and branding to capture the attention of a "snacking generation" constantly seeking new experiences and treats.
Branding and Social Media Prowess
Crumbl's success story is intricately woven with its product design and the entire customer experience. Their cookies are not just oversized; they are visually striking and unabashedly decadent. This visual appeal, coupled with tangible brand assets like their distinctive pink box and highly recognizable cookie aesthetic, has made them a social media darling. With an impressive 10.4 million followers on TikTok—exceeding Starbucks, Dunkin', and Krispy Kreme combined—Crumbl leverages user-generated content (UGC), from mukbangs to ASMR videos, to foster organic conversation and engagement. Co-founder and CEO Jason McGowan emphasized that investing in social media and involving customers in their journey has been their "entire strategy." They aren't just selling cookies; they're creating content, with customers consuming the content as much as the cookie itself.
Strategic Collaborations and Scarcity Marketing
Crumbl has strategically partnered with high-profile brands and celebrities, including the Kardashians, Dove, and Olivia Rodrigo. These collaborations have broadened their cultural relevance and introduced Crumbl to wider audiences, extending beyond typical snack occasions. Moreover, Crumbl has expertly leveraged psychological concepts like scarcity and urgency. Every Sunday, they announce a limited-edition flavor for the upcoming week, creating a sense of FOMO (fear of missing out) that keeps customers eagerly returning. This weekly flavor drop fosters anticipation and ensures customer loyalty, a crucial element for long-term success.
Navigating the Challenges of Rapid Growth
While immense visibility has propelled Crumbl to stardom, it also brings increased scrutiny. In recent years, the company has faced criticism regarding the nutritional content of their large cookies and has been investigated by the US Department of Labor for child labor violations within some franchise locations. CEO Jason McGowan acknowledged these issues, attributing the child labor violations to franchise owners involving their children, which is against regulations. As Crumbl continues to expand, it must navigate these challenges by addressing critiques transparently and maintaining its "big company that feels local" brand identity. The rapidly evolving nature of food trends, as seen with past fads like unicorn lattes, suggests that Crumbl must continuously innovate and adapt to sustain its current momentum in a fast-paced market.
About the Writer
Jenny, the tech wiz behind Jenny's Online Blog, loves diving deep into the latest technology trends, uncovering hidden gems in the gaming world, and analyzing the newest movies. When she's not glued to her screen, you might find her tinkering with gadgets or obsessing over the latest sci-fi release.What do you think of this blog? Write down at the COMMENT section below.
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