From a small cookie franchise to a giant cookie empire, Crumbl Cookies has taken the world by surprise, one cookie at a time.
Filling social media with its cookie craze and filling streets with its crazy lines, these decadent cookies are well-known across the country. Originally opening its doors in 2017, in Logan, Utah, Crumbl Cookies experienced only success in the seven years they have been open. Crumbl has expanded globally with over 1000+ bakeries, making Crumbl the fastest-growing cookie company in the U.S. Very few dessert businesses have seen such escalating success, so what’s all the hype about Crumbl Cookies?
Crumbl has introduced a new type of fast food to America, with its weekly rotating menu. Every Sunday at 8 pm, Crumbl drops their new cookie menu on their app, with five new cookie flavors and a bakery item available in stores the next morning. They are known specifically for their unique flavors from “Everything Bagel” and “Piña Colada” to frozen hot chocolate and chocolate mallow cupcake. This cookie rotation creates a flexible and fun menu where anticipation builds amongst customers and it keeps them returning for new creations each week. Also, Crumbl uses social media advertising to reach targets all across the globe. Their posts include weekly reviews and tastings, songs about Crumbl and flavor spoilers.
Crumbl has also received shade. This is for their cookies being too sweet, too filling and crazy expensive. Also, health experts warn of the possible side effects of consuming such a tasty treat.
However, these comments do not seem to stop people from traveling to America just to try the all-famous Crumbl Cookies. This astounding fame has reached an audience of teenagers and 20-year-olds, who seem to be Crumbl’s most loyal customers.
At Fieldston, filled with Crumbl’s target audience – teenagers, surprisingly, some students were negative about Crumbl and the overall craze for their cookies. Nikki Levine (Form III) said, “Personally, I think Crumbl Cookies is definitely overhyped, but I will give them the credit that it looks very appetizing. Although the taste is not great, I want to go back every week.”
Sloane Lytle (Form III) agreed with Levine, saying,“ I believe Crumbl Cookies, although good, is largely overhyped. Each cookie is filled with the equivalent calories of 18 Oreos and personally they do not taste nearly as good. Crumbl fumbled.”
Crumbl has seen so much success because of its rotating menus. People like something until they are sick of it and Crumbl found a smart and innovative way to avoid that. By changing their flavors every week and also bringing some flavors back, it keeps customers coming back. However, their flavors might be exciting, but the cookie itself has an overpowering sweetness and is too big to eat without feeling sick. Crumbl’s advertising and rotating flavors add to its fame, but its taste and health concerns crack the “overhype” of the brand.
