Question 1

What is Crumbl Cookies and what makes it unique?

Accepted Answer

Crumbl Cookies is a premium cookie franchise founded in 2017 by Jason McGowan and Sawyer Hemsley (cousins) in Logan, Utah, that has grown to over 1,000 locations across the United States and Canada. The brand is famous for its thick, 4-ounce gourmet cookies priced around $4.50 each, significantly larger and more premium than traditional cookie offerings. What sets Crumbl apart is its viral rotating weekly menu that features 4-6 unique flavors that change every Monday, creating anticipation and repeat visits among Gen Z consumers. The iconic pink boxes and open kitchen concept where customers watch cookies being baked have become Instagram phenomena with over 2 million #CrumblCookies posts.

Question 2

Who founded Crumbl Cookies and what inspired the concept?

Accepted Answer

Crumbl Cookies was founded in 2017 by cousins Jason McGowan (CEO) and Sawyer Hemsley, both in their early 20s with tech startup backgrounds. The founders identified a gap in the $50 billion U.S. dessert market, where competitors like Insomnia Cookies focused on college niches and Mrs. Fields were declining in mall locations, while thick, premium fresh-baked cookies were not widely available. The concept was inspired by frustration with boring cookie options and a desire to bring friends and family together over rotating, exciting flavors. They spent 2017-2019 perfecting their recipe and operations in Utah, becoming early favorites among Gen Z BYU students before launching the franchising model in 2020.

Question 3

How did Crumbl Cookies achieve such rapid growth?

Accepted Answer

Crumbl's explosive growth from 50 locations in 2020 to over 1,000 locations by 2024 was driven primarily by viral social media success, particularly TikTok, where 'Crumbl review' videos garnered over 500 million views and created cultural phenomenon status among Gen Z consumers. The rotating weekly menu drop strategy launched every Monday created artificial scarcity and FOMO (fear of missing out), driving repeat visits and social sharing. The franchising model launched during the 2020 pandemic proved to be ideal timing, as consumers shifted to local food experiences while TikTok engagement soared. This combination of smart supply scarcity, Instagram-worthy pink packaging, open kitchen theater, and social media virality made Crumbl the fastest-growing QSR franchise in history over four years.

Question 4

What types of cookies does Crumbl offer?

Accepted Answer

Crumbl Cookies specializes in thick, premium 4-ounce gourmet cookies that are approximately 8 times larger than standard thin cookies like Chips Ahoy. Each week, the menu rotates with 4-6 unique flavors that launch every Monday, ensuring customers have new taste experiences to discover and share. Past seasonal and rotating flavors showcase creative combinations ranging from classic vanilla and chocolate to innovative options. Beyond individual cookies, Crumbl offers catering boxes starting at $30-60 for events and parties, giving customers options for different occasions and group sizes.

Question 5

How much do Crumbl Cookies cost?

Accepted Answer

Individual Crumbl Cookies are priced at approximately $4.50 per cookie, which is premium compared to traditional mass-market cookies but reflects the size (4 ounces) and artisanal quality of the product. The price point is significantly higher than competitors like Chips Ahoy ($0.50 per cookie) but lower than specialty bakery competitors like Levain Bakery, positioning Crumbl as accessible premium. For catering and group orders, Crumbl offers curated boxes ranging from $30-60 depending on size and selections. The average check per customer is approximately $15, which franchisees note as limiting compared to food businesses with broader menus.

Question 6

What competitive advantages does Crumbl have over other cookie brands?

Accepted Answer

Crumbl's primary competitive advantage is its rotating weekly menu strategy, which creates consistent customer engagement and repeat visits through the Monday FOMO effect, unlike competitors with static menus. The brand's strong Gen Z cultural appeal and social media dominance (500M+ TikTok views, 2M+ Instagram posts) create organic marketing that competitors like Insomnia Cookies ($200M revenue, focused on college delivery) and Levain Bakery ($100M, NYC-focused) struggle to match. The theatrical open kitchen concept differentiates the experience and creates social media-worthy moments that drive organic content creation and word-of-mouth growth. Additionally, Crumbl's pink box packaging and carefully crafted millennial/Gen Z aesthetic have become instantly recognizable and highly shareable symbols of the brand.

Question 7

How has Crumbl Cookies used technology to enhance the customer experience?

Accepted Answer

Crumbl has developed a mobile app for pre-ordering, allowing customers to skip lines and customize their orders in advance, improving operational efficiency and customer satisfaction. The app integrates with DoorDash for delivery partnerships, expanding accessibility beyond physical locations and enabling the brand to reach customers who prefer home delivery. The mobile platform also supports the catering box business, allowing customers to order customized cookie boxes ($30-60) for events directly through digital channels. This technology infrastructure has been crucial to managing rapid growth while maintaining quality and customer experience across 1,000+ locations.

Question 8

Where can I find a Crumbl Cookies location?

Accepted Answer

Crumbl Cookies has expanded to over 1,000 locations across the United States and Canada as of 2024, making it accessible to most major metropolitan areas and many secondary markets. The rapid four-year expansion from 50 to 1,000 locations means new stores are opening regularly in franchise-friendly states and cities with high Gen Z populations. Customers can use the mobile app or website to find their nearest location, check current menu flavors, and place orders online for pickup or delivery through DoorDash. The brand continues to franchise new locations, so availability continues to grow, though some markets have reached saturation as noted in franchisee earnings scrutiny.

Question 9

How can businesses franchise a Crumbl Cookies location?

Accepted Answer

Crumbl Cookies offers franchise opportunities with an initial buildout investment of $500,000 or more, plus ongoing 6% royalty payments on revenue. The franchise model focuses on efficient store operations centered around the weekly rotating menu and open kitchen theater concept. However, potential franchisees should be aware that the current focus on cookie-only menu items limits average check sizes to approximately $15, resulting in thin profit margins of 15-20%. The 2023 lawsuits alleging misleading earnings projections highlight the importance of conducting thorough due diligence and reviewing actual unit economics from existing franchisees before committing.

Question 10

What is Crumbl's current financial performance?

Accepted Answer

Crumbl Cookies generated over $1 billion in revenue in 2024, making it one of the most successful quick-service restaurant concepts launched in the past decade. The brand achieved an average unit volume (AUV) of $2 million or more per location, indicating strong per-store performance across the 1,000+ location footprint. However, unit economics have come under scrutiny as franchisees have raised concerns about profitability, with operating margins estimated at 15-20% after accounting for $500K+ buildout costs and 6% royalties. The 2023 lawsuits from franchisees alleging misleading earnings projections underscore ongoing concerns about whether unit-level profitability is sustainable as the novelty fades and markets become saturated.

Question 11

What challenges is Crumbl Cookies currently facing?

Accepted Answer

Crumbl faces significant unit economics challenges, including high franchise buildout costs ($500K+), ongoing 6% royalties, limited menu (cookie-only keeps average checks at $15), and thin margins of 15-20%, making franchisee profitability increasingly difficult. Novelty is fading in saturated markets as the brand matures and early FOMO factors diminish, potentially reducing repeat visit frequency and average spend per customer. The 2023 lawsuits from franchisees alleging misleading earnings projections and labor violations (delivery driver misclassification) present legal and reputational risks that could slow growth and franchise recruitment. Additionally, increased competition from larger players (Insomnia Cookies, Levain Bakery) and traditional bakeries adapting similar strategies pose ongoing competitive threats.

Question 12

Does Crumbl Cookies offer delivery services?

Accepted Answer

Yes, Crumbl Cookies has partnered with DoorDash to provide delivery services to customers who prefer to order from home rather than visit physical locations. Through the mobile app and DoorDash platform, customers can order individual cookies or catering boxes and have them delivered to their address, expanding the brand's reach beyond walking-distance customers. Delivery is particularly valuable in markets where Crumbl locations may not be immediately accessible or where customers seek convenience. This delivery integration supports the overall growth strategy and helps offset some limitations of the cookie-only menu by making the product more accessible to different customer occasions.

Question 13

Can I order Crumbl Cookies for events or catering?

Accepted Answer

Crumbl Cookies offers dedicated catering boxes for events and group orders, available through the mobile app and website, ranging from $30-60 depending on size and flavor selections. These catering boxes are customizable and allow customers to select multiple flavors from the current rotating menu to suit their event theme or guest preferences. The catering business represents an important diversification from individual purchase occasions and opens revenue opportunities with corporate clients, schools, and party planners. However, catering still represents a small portion of overall revenue compared to individual walk-in and pre-order transactions at the 1,000+ locations.

Question 14

How does Crumbl Cookies' rotating weekly menu work?

Accepted Answer

Crumbl's signature rotating weekly menu features 4-6 unique cookie flavors that change every Monday, with the specific selection varying by location based on customer preferences and regional demand. The Monday launch creates a weekly cycle of anticipation and FOMO, where customers rush to try new flavors before they rotate out, driving repeat visits and social media engagement. This strategy distinguishes Crumbl from competitors with static menus and has been crucial to driving the viral TikTok reviews and social sharing that fueled the brand's explosive growth. The rotating menu also reduces inventory risk and waste by aligning production with customer demand cycles rather than maintaining consistent SKUs across all locations.

Question 15

Who are Crumbl's main competitors and how do they compare?

Accepted Answer

Crumbl's primary competitors include Insomnia Cookies ($200M revenue, focused on college campuses and late-night delivery market) and Levain Bakery ($100M revenue, premium thick cookies in NYC with national expansion). Traditional competitors like Mrs. Fields are declining as they operate in dying shopping mall channels, while smaller DTC (direct-to-consumer) cookie brands struggle to match Crumbl's franchising scale and social media reach. Crumbl differentiates through its rotating weekly menu, TikTok virality, franchising speed, and Gen Z cultural dominance, advantages that competitors have struggled to replicate. However, as Crumbl matures and profitability pressures mount, larger food companies and well-capitalized competitors may increasingly target the premium cookie segment with their own rotating menu concepts and celebrity partnerships.

Question 16

What is Crumbl's employment base and organizational structure?

Accepted Answer

Crumbl Cookies employs approximately 15,000+ workers across its 1,000+ locations, the vast majority of whom are hourly crew members and franchisee employees working at individual locations. The company structure is typical of rapid franchise growth models, with a corporate headquarters team handling menu development, franchisee support, marketing, and technology, while individual franchisees manage hiring and daily operations at their stores. Growth has created significant employment opportunities, particularly in Gen Z-friendly fast-casual restaurant environments with flexible scheduling and team-oriented culture. However, the 2023 lawsuits alleging delivery driver misclassification and labor violations suggest the company should review employment practices and compliance, particularly regarding contractor versus employee classification across the franchised network.

Crumbl Cookies

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Frequently Asked Questions

What is Crumbl Cookies and what makes it unique?

Who founded Crumbl Cookies and what inspired the concept?

How did Crumbl Cookies achieve such rapid growth?

What types of cookies does Crumbl offer?

How much do Crumbl Cookies cost?

What competitive advantages does Crumbl have over other cookie brands?

How has Crumbl Cookies used technology to enhance the customer experience?

Where can I find a Crumbl Cookies location?

How can businesses franchise a Crumbl Cookies location?

What is Crumbl's current financial performance?

What challenges is Crumbl Cookies currently facing?

Does Crumbl Cookies offer delivery services?

Can I order Crumbl Cookies for events or catering?

How does Crumbl Cookies' rotating weekly menu work?

Who are Crumbl's main competitors and how do they compare?

What is Crumbl's employment base and organizational structure?

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