Crumbl Cookies

Crumbl Cookies
Revoleikooc · CC BY-SA 4.0 · source
Name	Crumbl Cookies
Industry	Bakery retail
Founded	2017
Founders	* Sawyer Hemsley * Jason McGowan * Thomas Fleming
Headquarters	Utah, United States
Num locations	500+ (2024)
Products	Cookies, milk, baking mixes

Crumbl Cookies

Crumbl Cookies is an American bakery chain founded in 2017 in Utah by Sawyer Hemsley, Jason McGowan, and Thomas Fleming. The company expanded rapidly through franchising and garnered attention alongside chains such as Panera Bread, Starbucks, Dunkin'. It occupies a competitive niche related to other dessert brands including Insomnia Cookies, Chick-fil-A (for retail expansion models), and Auntie Anne's in shopping centers.

History

The company was established in Logan, Utah, during a period of growth for fast-casual and specialty retail concepts similar to Shake Shack and Sweetgreen. Early founders drew on franchising practices used by McDonald's, Subway, and Jimmy John's to scale outlets. Initial investor interest echoed patterns seen in startups backed by venture groups associated with Silicon Slopes and regional private equity firms. As it expanded, Crumbl opened stores in states where chains such as Krispy Kreme, Tasti D-Lite, and Wetzel's Pretzels had previously tested regional saturation strategies. The brand's growth paralleled national retail trends exemplified by mall tenants like Simon Property Group and grocery partnerships akin to Whole Foods Market pop-ups.

Franchising agreements and rapid openings led to scrutiny by franchise advocacy groups similar to International Franchise Association and comparisons to growth trajectories of Five Guys and Jersey Mike's Subs. Executives engaged advisors with experience from Dunkin' Brands and Yum! Brands as the company moved into metropolitan markets including New York City, Los Angeles, and Chicago. By 2023 the chain surpassed regional predecessors in store count, entering markets once dominated by legacy dessert providers such as Mrs. Fields and Entenmann's.

Business model and operations

Crumbl adopted a franchising model common to Panera Bread and Baskin-Robbins, offering franchisors training and supply-chain logistics. The company centralized sourcing similar to procurement systems used by Sysco Corporation and Gordon Food Service to ensure consistency across outlets like those of Chipotle Mexican Grill and Papa John's Pizza. Point-of-sale and mobile ordering technologies resembled implementations by Square, Inc. and Toast, Inc. with partnerships in payments reminiscent of Stripe integrations.

Real estate strategy targeted high-traffic locations managed by landlords such as Regency Centers and Brookfield Properties, and logistics included distribution through third-party cold-chain vendors used by Kroger and Albertsons. Operational training referenced hospitality practices from Marriott International and Hilton Worldwide while food-safety systems adhered to regulatory frameworks similar to those enforced by Food and Drug Administration and state health departments. Franchisee financing often involved local banks and national lenders akin to Wells Fargo and JPMorgan Chase.

Products and menu

The chain's rotating weekly menu model echoed limited-time offerings popularized by Starbucks and seasonal campaigns like those of McDonald's. Product development drew comparisons to specialty lines from Ben & Jerry's, Dunkin' Donuts, and Magnolia Bakery. Offerings included a range of cookies and accompaniments, with ingredients sourced through suppliers comparable to Cargill, Archer Daniels Midland Company, and regional dairy providers used by Land O'Lakes and Borden Dairy Company. Packaging and merchandising used design influences similar to branding from Whole Foods Market private-label lines and confectionery displays akin to See's Candies.

Menu innovation leveraged social-media-driven trends similar to viral items from Taco Bell and KFC, while limited-edition flavors mirrored collaborations like those undertaken by Oreo with entertainment properties such as Disney and Hasbro in cross-promotional product strategies.

Marketing and branding

Marketing relied heavily on visual platforms such as TikTok, Instagram, and YouTube, following patterns used by influencers aligned with brands like Gymshark and Glossier. The company employed digital campaigns reminiscent of those run by Apple and Nike to build a recognizable logo and store aesthetic comparable to Starbucks and Sweetgreen. Public relations initiatives targeted lifestyle outlets including BuzzFeed, Eater, and The New York Times dining sections, with coverage similar to that received by rising chains like Shake Shack during early expansion.

Crumbl's social-media strategy involved user-generated content and viral challenges similar to tactics popularized by Netflix marketing for series launches and brand activations used by Red Bull and Coca-Cola. Seasonal promotions and collaborations referenced influencer partnerships akin to campaigns from Adidas and Levi Strauss & Co..

Corporate governance and controversies

Corporate governance involved executive leadership and franchise relations reflecting structures seen at Yum! Brands and Dunkin' Brands Group. As with other fast-growing franchises, the company faced disputes over franchise agreements reminiscent of cases involving Subway and Carl's Jr. franchisees. Labor and employment questions paralleled public debates seen at companies like Starbucks Corporation and Amazon (company), including wage and scheduling criticisms reported in trade outlets.

Food-safety incidents and store closures invoked regulatory oversight akin to enforcement actions by state departments of health and historical incidents at chains such as Chipotle Mexican Grill, prompting operational reviews and revisions influenced by consulting firms similar to Deloitte and McKinsey & Company. Intellectual property and recipe disputes surfaced in comparisons to litigation faced by confectionery and fast-food firms including Kraft Foods Group and Nestlé.

Category:Bakery chains