Crumbl Cookies: From Home Bakes to Business Breakthrough

Crumbl Cookies was co-founded in 2017 by Jason McGowan and Sawyer Hemsley, two childhood friends with a shared passion for baking. Their vision was simple yet powerful: to create a cookie experience that blends quality, variety, and a sense of community. They started baking cookies in a small kitchen, experimenting with flavors and ingredients to develop unique recipes. The duo's commitment to perfection and creativity laid the groundwork for what would soon become a beloved brand. Their initial offerings were not just about taste; they focused on creating cookies that evoked nostalgia and joy. The founders believed that cookies should not only satisfy cravings but also bring people together. This philosophy became a cornerstone of the Crumbl brand, as they sought to create an inviting atmosphere in their shops where customers could enjoy a moment of happiness with friends and family.

From Local to National

The turning point for Crumbl came with the decision to establish a brick-and-mortar store in Logan, Utah. Their concept was innovative: a rotating menu featuring a selection of unique cookie flavors available for just one week. This model not only kept the offerings fresh and exciting but also encouraged customers to visit regularly to try new flavors. The buzz generated by their unique approach quickly caught the attention of the community, leading to long lines outside their store. As Crumbl's popularity soared, the founders faced the challenge of scaling their operations while maintaining the quality and integrity of their products. They embraced technology, using a data-driven approach to determine which flavors resonated most with their customers. By leveraging social media platforms, they engaged with their audience, showcasing their cookies and fostering a sense of community that would become a hallmark of their brand.

Facing Challenges Head-On

Like any entrepreneurial journey, Crumbl faced its share of obstacles. The rapid expansion meant navigating logistical challenges, training staff, and ensuring consistency across different locations. The founders tackled these challenges by implementing a comprehensive training program for franchisees and employees, emphasizing the importance of quality and customer service. They recognized that each location had to embody the Crumbl ethos of joy and community, regardless of geographical differences. Additionally, the COVID-19 pandemic presented unprecedented challenges for the food industry. Crumbl quickly adapted its business model to include contactless delivery and curbside pickup, ensuring that customers could still enjoy their favorite treats safely. The agility and resilience demonstrated by the Crumbl team during this period solidified their reputation as a brand that truly cares about its customers. Their quick pivot to online ordering and delivery helped sustain the business during uncertain times while continuing to deliver joy to their loyal customer base.

Innovative Strategies for Growth

Crumbl's growth strategy has been anything but conventional. The founders recognized the power of social media and influencer partnerships early on, using platforms like Instagram and TikTok to showcase their cookies' visual appeal. By encouraging user-generated content and engaging with their audience, Crumbl cultivated a community of cookie enthusiasts who eagerly shared their experiences online. Their signature pink boxes and enticing cookie designs have become a staple of social media feeds, making their treats both Instagram-worthy and crave-worthy. Moreover, their seasonal and limited-time offerings created a sense of urgency among customers, compelling them to visit stores frequently. The introduction of new flavors, themed promotions, and collaborations kept the brand at the forefront of consumer minds, driving both foot traffic and online orders. Seasonal flavors like Pumpkin Spice during fall or festive offerings during the holidays not only attracted new customers but also kept existing ones excited about what was coming next.