peer review

Cumbl Cookies Jonesboro Crumbl cookies has quickly become one of the most

popular cookie and dessert stops all over America. They are known for their large, delicious cookies with a variety of different flavors. Excitingly, they come out with new cookies each week making their customers eager to try them. Crumbl began in a small town up in northern Utah called Logan. Two cousins and their family who attended Utah State decided to put their hand crafted cookie recipe to the test. After a huge success, Crumbl has expanded nationwide as a franchise with many different services available to their customers.

In Jonesboro, there is a huge problem when it comes to late night food options. Most of the restaurants in Jonesboro close at 10pm, even on the weekends. This does not give college students, high school students, or young adults many options to make a late night food run. On top of that, all of the dessert shops in Jonesboro are targeted towards catering and are open only during daylight hours. If we opened up a Crumbl cookies in Jonesboro, this problem would be solved immediately. Crumbl is open Monday through Thursday until 10pm, and then until midnight on the weekends. It’s extended hours appeal to not only families and businesses during the day, but a whole other crowd come nightfall.

The potential target market for a Crumbl in Jonesboro is a variety. It is great for anybody! If a business wants to provide a sweet snack for their customers or employees, they can grab a dozen cookies from Crumbl in just a short amount of time. If a family wants to have a dessert after dinner, they can also grab a box. However, the true target audience for Crumbl in Jonesboro are students. Young adults are who blew up Crumbl cookies in the first place, by posting them on social media. The aesthetically pleasing packaging and delicious cookies make for perfect instagram pictures and tik tok reviews. On top of that, with the late night hours available, Crumbl is a fun activity for any college student to do with their friends on a Friday or Saturday night. It could even be a quick stop after bar-hopping.

When it comes to competitors, Crumbl will only have a few. Abby cakes, Gigi's cupcakes, and Andy's frozen custard will be Crumbl’s biggest competition. However, Crumbl has a major competitive advantage over all these other sweet shops because of their hours and quality of product. Crumbl is already well known, reasonably priced, and easily accessible for customers. Abby cakes and Gigi’s cupcakes are only open until 6-7pm, and have more of a local bakery atmosphere. These places are better known for catering and buying gifts for people. Andy’s frozen custard I believe would be the biggest competitor for Crumbl simply because it is already well known at Arkansas State University. They hold events for organizations on campus and are open until 11pm. However, Crumbl still has competitive advantage over Andy's because all they have to offer is ice cream products. So it is just a matter of whether the customer is feeling cookies or ice cream. I think it is fair game.

As far as the funding to open a Crumbl goes, the franchise fee is still relatively low compared to many other franchises. This is because Crumbl is a newer business. The total investment amount to open a Crumbl is between $220,000-$560,000 depending on additional working costs. However, the initial franchise fee is only up to $25,000. This is much less than opening up a Chick Fil A, Burger king, or any other fast food stop that has many more competitors in the area. With that being said, the average sales for one Crumbl store on a yearly basis is around $620,000 which can quickly help the investors get a good return on their investment.

As far as the team members needed to open up a Crumbl, it is necessary to have dedication to the process. Crumbl mentions on their website how their franchise owners must be dedicated to the business and that it’s not a side hustle. You apply online, interview for the opening, fill out the franchise agreements, and hire your staff. The team members necessary are less than one would think because Crumbl is a high tech company. Most orders are placed via app or on a monitor in the store. So beyond the investors, construction team, and people working in the bakery — there is not a ton of help needed. Crumbl claims to making franchising easy and provides an entire onboarding process and training for their newest owners.