bake - November/December 2023 - 26

customers nationwide. With each new bakery,
Crumbl will strive harder than ever to fulfill its
mission of bringing friends and family together
over a box of the best cookies in the world.
Crumbl steps up to take on wedding season,
graduation season, spring holidays, and every
event in between with its weekly rotating menu
and famous pink box.
Crumbl's unique approach to the dessert
experience overall makes their cookies the
dessert for any event, no matter the holiday
or celebration.
Q&A WITH CRUMBL
What makes Crumbl different from other
cookie/dessert companies?
Crumbl offers a rotating menu inspired by desserts
of all kinds. Each week provides a brand new menu
and a new lineup of flavors to taste. Everycookie is
made fresh from scratch daily in our open-concept
kitchens, where customers can watch the entire
baking process from start to finish.
How many cookie flavors are there?
We take scores of popular desserts and transform
them into unique, delicious, and high-quality
cookies-everything from pies to candies. We
currently have over 200 flavors and are always
adding more.
How have you sustained this level of growth?
Our cookie-loving customers have been excited
about the brand since day one. The brand hype is
tangible whether it's on social media, in stores,
or by way oflocal delivery and nationwide shipping.
We built that excitement and will continue
to do so through our amazing franchise partners
and dedicated bakers.
What is next for Crumbl?
Crumbl is always looking to maximize growth in
every way. This includes opening more Crumbl
locations along with optimizing the business's
processes, products, and infrastructure. We strive
to add more accessibility to our amazing products
through increased locations and a constantly expanding
menu. We plan to spread Crumbl across
the nation and eventually, the world!
How did Crumbl grow so quickly?
Crumbl has heavily implemented social media
into its business model from the very beginning.
With TikTok specifically, we aggressively
entered the space at the beginning of 2021.
TikTok was on the rise, and we rose with the
platform. We think of social media as an equal
player in our product development process and
heavily consider it when testing and producing
new cookies.
How did Crumbl grow so quickly on TikTok?
Our business model and products cater perfectly
to the TikTok sphere. We offer new, high-quality,
compelling content every week that is met with
TikTok creators looking to create replicable content
for their viewers.
How does technology play a role?
Technology is how Crumbl has been able to (and
will continue to) pivot on a dime. We're able to
update recipes company-wide, communicate with
franchise partners, and interact with our customers.
We provide an exclusive internal app to our
employees that allows them to view sales numbers,
Master Class materials, store strengths and
weaknesses, company-wide rankings, and more.
26 < NOV-DEC 2023 | bakemag.com
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