bake - November/December 2023 - 18
crumbl
on the rise
America's hottest cookie
franchise offers valuable lessons.
BY JOHN UNREIN
At first, the ambitious founders of Crumbl understood
that everyone might not be accustomed to
cookies so large (Crumbl cookies range in size from
4 ounces to 5.5 ounces).
But the overriding message that these oversized
sweet treats are delivering - cookies meant for
sharing - rose to be the answer that consumers
had long been searching for.
And now the experimental minds of these ingenious
cookie creators have just scratched the surface
of possibilities.
" What did people grow up with, " Crumbl
Right: Caption
co-founder Sawyer Hemsley says. " Well, we want
to transform that into a cookie flavor. "
" Nostalgic does play a huge role, " the co-founder
exclaims. " There is such a large array of flavors I
want to try. It's my favorite part of the job - the
creativity. We have an extensive testing process.
We have 50 testing sites in the nation where we
are getting live feedback from our customers. We
are truly data driven. "
It all comes down to your product - large, warm
homemade cookies, Hemsley emphasizes. " Since
Day One, people have lined up out the door for this
experience. Everyone can tie it back to a favorite
childhood memory. "
Cookies make people happy, he summarizes, and
there is a lot of truth to his message.
Cookies are easy to consume and very palatable.
People also love the experience of walking into
the bakery's open kitchen to see every step of the
production process - cracking eggs, turning on the
mixer, and the final steps of decorating each cookie.
" You almost feel like walking into your kitchen
18 < NOV-DEC 2023 | bakemag.com
PHOTOS BY CRUMBL
http://www.bakemag.com
bake - November/December 2023
Table of Contents for the Digital Edition of bake - November/December 2023
bake - November/December 2023 - Intro
bake - November/December 2023 - 1
bake - November/December 2023 - 2
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bake - November/December 2023 - BLANKa
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bake - November/December 2023 - PAN–1
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bake - November/December 2023 - PAN–42
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bake - November/December 2023 - PAN–52
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