Written By: Alyssa Polnac
Crumbl Cookies was founded in 2017 by Jason McGowan and Sawyer Hemsley and since then, the company has grown rapidly all across the nation. Today, there are over 300 bakeries in the United States. Crumbl is unique in its business and attracts customers with its weekly rotating menu and iconic pink box.
Crumbl is very popular among my friend group and some are even willing to drive an hour and a half to the nearest one, just to drive another hour and a half back. Clearly, Crumbl’s decisions in the way it chooses to advertise its products work for its customers since people feel like it is worth to drive a total of three hours for some cookies. In addition, Crumbl creates a fun and unique environment where customers can interact and communicate with each other, and the business, which increases customer satisfaction and loyalty.
Social Media
Crumbl decided to use social media as its main platform for advertising and customer awareness. Originally, the focus was on Instagram, but after joining TikTok, Crumbl shifted its focus and created the #crumblreview. Crumbl currently has 1.8 million followers on Instagram and 4.2 million followers on TikTok. Obviously, the use of TikTok has a better success rate with the current generations and Crumbl’s target market.
On TikTok and Instagram, Crumbl posts the weekly flavors, icing tips, and other slow motion videos that leave customers wanting more. The #crumblreview allows people to review their experience with Crumbl so that the company can improve and increase customer involvement. Since social media is a major source of information that people use today, this is a great way for Crumbl’s name to be spread throughout the country and for sales to increase.
Iconic Attributes
One thing that Crumbl has done that attracts customers is its rotating menu. In December of 2018, the company officially decided to create a rotating menu that includes four or five specialty flavors each week that customers could choose from, while always serving its warm Milk Chocolate Chip and chilled Classic Pink Sugar cookies. This business strategy is effective because it creates the habit of loyal customers checking each week to see what the flavors are, which then grabs their attention, and finally makes them want to go buy cookies.
The pink box is iconic because of its unique shape, size, and color. The size of the boxes allows the cookies to fit perfectly side-by-side in the packaging. These characteristics make it something that people will know and associate with Crumbl’s business. It also creates the perfect aesthetic for Instagram and TikTok!
As Crumbl’s popularity continues to grow, it seems to be doing well in paying attention to what works and does not work for the company, as well as what social media can do to increase overall sales. Crumbl has many unique characteristics and iconic attributes, like the weekly rotating menu and the large pink box that sets it apart from other cookie companies, which makes for a successful business platform.