Crumbl
Crumbl Cookies is a specialty cookie bakery known for its rotating weekly menu of unique, freshly baked cookies. The company combines high-quality ingredients with an innovative flavor rotation, creating an engaging and novel experience for customers. With a focus on delivering fresh, warm cookies via delivery and in-store pickup, Crumbl aims to create memorable moments with every box of cookies.
Product/Service
Specialty cookies
Industry
Food and Beverage
Financing
Private
Sales
300M (Units)
Revenue
$1B
Challenge
Target
Crumbl Cookies primarily targets Millennials, Gen Z, and family groups who seek high-quality, shareable dessert experiences that combine indulgence with novelty. Crumbl’s approach appeals to customers who value the experiential side of food, wanting treats that not only taste great but also provide a memorable, Instagrammable experience that can be shared with friends.
The Idea
The idea behind Crumbl Cookies is to transform dessert into a social experience by offering a rotating menu of inventive, high-quality cookies that create a sense of excitement and anticipation each week. Crumbl aims to bring people together through its unique treats, making every cookie box a fresh discovery that surprises and delights.
Strategy
Product Offerings
Crumbl Cookies offers an ever-changing selection of gourmet cookies with a rotating weekly menu that typically features four to six unique flavors, including a signature chocolate chip that is always available. In addition to cookies, Crumbl offers ice cream, branded merchandise, and beverages that complement its desserts.
Brand Messaging
Crumbl’s messaging is centered around the joy of sharing delicious, freshly baked cookies with loved ones, positioning its products as part of life’s sweet moments and celebrations. The brand emphasizes indulgence, fun, and community, portraying each cookie as an opportunity to create memories with friends and family.
Visual Identity
Crumbl’s visual identity is modern, friendly, and instantly recognizable pink and black color scheme with a playful logo of a cartoon “C”. This branding is carried through simple packaging and store designs that keep the focus on the cookies themselves. Each box of cookies is presented in minimalist, attractive packaging, making it an ideal Instagrammable moment.
Social Media
Crumbl has established a powerful presence across social media platforms like Instagram, TikTok, and Twitter, where it showcases weekly flavors, engages with followers, and encourages customers to share their own Crumbl experiences. Crumbl’s strong social presence has made it a viral sensation, particularly among younger audiences who love to share the brand’s new flavors and experiences online.
Marketing
Crumbl’s marketing strategy is centered on creating buzz and driving customer engagement through social media, emphasizing the excitement of its weekly rotating menu and leveraging customer-generated content.
This strategy revolves around four key pillars: innovation in product offerings, community engagement, social media presence, and experiential marketing. These pillars have helped Crumbl carve out a unique space in the dessert industry, resonating with consumers who value high-quality ingredients, variety, and novelty.
Social Media
6M
TikTok
9.5M
3.5M
Twitter (X)
14K
YouTube
2.5M
600K
Innovation in Product Offerings
Crumbl’s rotating menu of cookie flavors is a cornerstone of its brand identity, setting it apart from traditional bakeries by introducing a sense of excitement and discovery to each visit. By featuring four to six unique flavors weekly, Crumbl keeps customers engaged and eager to return, as they anticipate what new taste combinations will be available.
Community Engagement
Crumbl emphasizes building strong local connections, primarily through its franchise locations, which are designed to foster a community-centric environment. Franchisees are encouraged to engage with their local markets through in-store events, partnerships with local organizations, and targeted promotions that resonate with regional tastes and preferences.
Social Media Presence
Crumbl has mastered the art of social media marketing, especially on Instagram and TikTok, where it has built a massive following by showcasing its weekly flavors, customer reactions, and behind-the-scenes moments. This pillar centers on creating shareable, visually appealing content that fans love to engage with and repost.
Experiential Marketing
Crumbl enhances the customer experience by focusing on the details that make each visit memorable, from its open-kitchen layout, where customers can watch the baking process, to its sleek, modern packaging. The brand’s stores are designed to be welcoming and fun, with an emphasis on creating a memorable in-store experience that encourages customers to share their visit online.
Website
Crumbl’s website captures the brand’s fun, inviting aesthetic with a clean, pink-and-white design that makes it easy to explore weekly flavors, order online, and find locations. The site provides a easy navigation and simple user experience, allowing customers to check out featured flavors, learn about new store openings, and access the Crumbl app for ordering.
