What’s Up with Crumbl Cookies? How Great Branding Can Make a Difference

If you've ever driven past one of the 1000+ Crumbl Cookies locations in the US, you might wonder, "How is that possible? It's just a COOKIE!"

The reality is that Crumbl’s success is about much more than just cookies. Crumbl exemplifies the rapidly evolving landscape of the restaurant industry.

As FOODIFY experts, we thought it would be insightful to explore the growth and success of the Crumbl brand, as it can offer valuable lessons for your business today.

A little bit of history…

Crumbl was founded by cousins Sawyer Hemsley and Jason McGowan in 2017 while Hemsley was attending Utah State University. Leveraging social media platforms like Instagram and TikTok, they created a viral marketing strategy that showcased their process and customer reactions. Crumbl’s rotating menu of weekly flavors keeps customers coming back for more. Their rapid expansion through franchising has led to over 1000 locations nationwide.

Foodify Success #1: BRANDING

It can be argued that Crumbl is a marketing company as much as it is a cookie company.  Their use of social media to promote its products shows a focus on the customer experience and quality control. 

Despite bad reviews, Crumbl’s strength is their customer connection and positive response to negative situations, driving brand growth and loyalty.

Foodify Success #2: PROCESS

Crumbl has experienced rapid franchising, which can only happen once systems are in place in all five FOODIFY Food-amentals. During the COVID-19 pandemic, Crumbl Cookies expanded to 100 locations by August 2020 and 149 locations across the United States.

By the end of 2021, Crumbl had grown to over 300 stores in the United States. By June 2024, they had over 1,000 locations in all 50 states.

Our question to you:  Why not you? Why not your brand? Why not your product?

Are you ready to commit to the BIG vision of your brand that you know could be reality? Are you ready to create the processes and systems that will allow you to expand profitably?

Schedule a call today to learn about our FOODIFY method and our promise to deliver REAL RESULTS in 30 days or less!

Lets go!