Jump to content

Crumbl Cookies

From Wikipedia, the free encyclopedia

This is an old revision of this page, as edited by Dog Starkiller (talk | contribs) at 22:20, 21 November 2022 (Rephrased info.). The present address (URL) is a permanent link to this revision, which may differ significantly from the current revision.

Crumbl Cookies
Company typePrivate
IndustryBakery
Founded2017; 7 years ago (2017)
Logan, Utah, U.S.
Number of locations
over 600
Area served
United States
Key people
Jason McGowan (CEO)
Sawyer Hemsley (COO)
Websitecrumblcookies.com
Packaging.

Crumbl Cookies is a franchise chain of bakeries in the United States that specializes in making large cookies and ice cream. Based in Utah, it was started in 2017. As of October 2022, the company has over 600 stores across the United States.[1][2][3] The chain maintains a presence in social media.[4][5]

History and operations

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][7][9]

In 2022, Crumbl sued Crave Cookies and Dirty Dough, two fellow cookie companies, in the United States District Court for the District of Utah. Pursuing a financial award and an injunction, Crumbl's court documents alleged that the defendants had "unique ties" to Crumbl and had a "confusingly similar" "marketing and business model".[10][11]

Menus rotate weekly to include seven cookie flavors which they share on social media.[1][12][2][13] Crumbl's original concept offered delivery.[14]

Reception

Mashed.com noted in August 2021 that Crumbl had garnered unfavorable reviews by TikTok users for the quality of cookies customers were receiving through delivery. The article cited four videos of poor-quality cookies that did not arrive as advertised, with one such negative review receiving over 400,000 likes within 21 hours.[15]

Honolulu's Emily Smith tried six Crumbl cookies, writing in a 2022 review, "The price is reasonable considering that these are very large cookies packed with flavor. All the cookies looked delicious and visually pleasing. If you love sugar, I recommend trying Crumbl at least once."[16]

Growth

The company has experienced rapid franchising,[4] which has been attributed to their presence on social media.[2][1] The company's following on TikTok reached 1.6 million within six weeks in February 2021,[1][13] and as of 2022 they have over seven million combined followers between TikTok and Instagram.[17]

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 over 300 stores in the country,[18] and by July 2022 grew to over 400 locations in 45 states.[2]

References

  1. ^ a b c d e McLellan, Shannon; Moore, Zoe (August 4, 2021). "Cookie company goes viral with 1.7M followers on TikTok". ABC News. Retrieved May 11, 2022.
  2. ^ a b c d 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.
  3. ^ Maze, Jonathan (May 4, 2022). "The Story Behind Crumbl Cookies' Great Success". Restaurant Business. Retrieved May 11, 2022.
  4. ^ a b c Day, Andrea (July 7, 2021). "A cookie company is taking TikTok by storm - and business is booming". CNBC. Retrieved May 11, 2022.
  5. ^ "Crumbl Cookies Gains TikTok Stardom". QSR Magazine. June 29, 2021. Retrieved May 11, 2022.
  6. ^ a b Michaels, Laura (October 27, 2021). "Inside the Craze at Fast-growing Franchise Crumbl Cookies". Franchise Times. Retrieved May 11, 2022.
  7. ^ a b Zsiray, John (September 20, 2017). "Cookie bakery, delivery service to open in Logan". The Herald Journal. Retrieved May 11, 2022.
  8. ^ Simmons, Necia (March 19, 2019). "Hemsley cooks up franchise". The Preston Citizen. Retrieved May 11, 2022.
  9. ^ Amick, Brian (August 16, 2019). "Crumbl seeks cookie taste testers". Bake Magazine. Retrieved July 8, 2022.
  10. ^ Asay, Ashtyn (2022-07-22). "Crumbl stands by decision to sue cookie competitors". Daily Herald. Archived from the original on 2022-07-24. Retrieved 2022-07-24.
  11. ^ Lavery, Tréa (2022-07-21). "Cookie wars: Crumbl Cookies claims whistleblower told them smaller cookie companies Crave and Dirty Dough stole their recipes". The Republican. Archived from the original on 2022-07-24. Retrieved 2022-07-24.
  12. ^ Nesse, Alissa (June 13, 2022). "Tasting the Crumbl Cookies craze". Axios. Retrieved July 8, 2022.
  13. ^ a b Coley, Ben (September 21, 2021). "Crumbl Cookies Rises from Emerging Brand to Category Leader". QSR Magazine. Retrieved July 8, 2022.
  14. ^ Afana, Dana (September 17, 2020). "Utah-based Crumbl Cookies to open Ann Arbor location". MLive. Retrieved May 11, 2022.
  15. ^ Duff, Owen (2021-08-10). "The Big Problem Customers Have With Crumbl Cookies". Mashed.com. Archived from the original on 2022-07-24. Retrieved 2022-07-24.
  16. ^ Smith, Emily (2022-06-02). "Are Kapolei's New Crumbl Cookies Worth a 35-Minute Wait in Line?". Honolulu. Archived from the original on 2022-07-24. Retrieved 2022-07-24.
  17. ^ 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.
  18. ^ Oches, Sam (July 7, 2022). "The secret to Crumbl Cookies' explosive franchise growth". Nation's Restaurant News. Retrieved July 8, 2022.
Retrieved from "https://en.wikipedia.org/w/index.php?title=Crumbl_Cookies&oldid=1123111266"