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A Recipe for Success: Crumbl’s Marketing Strategies
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BUSI 520: Strategic Marketing Management
Dr. Lorna DeShay
January 24, 2025
Q1. Provide a description of the product/service and a brief history of the firm.
Crumbl Cookies was founded in 2017 by Jason McGowan and Sawyer Hemsley and is a
gourmet cookie company known for its rotating menu of unique cookie flavors. Crumbl’s
headquarters is located in Logan, Utah, and it has quickly grown into one of the fastest-
expanding cookie chains in the United States (Crumbl, 2025, para. 2). The signature product,
Crumbl's cookies, are famous for their large size, soft texture, and creative weekly flavor
combinations. With an emphasis on quality ingredients and visually appealing cookie designs,
Crumbl attracts a wide range of customers.
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Crumbl's success comes from its innovative business model, which includes a weekly
rotating menu referred “hype cycle marketing” that keeps customers coming back to try new
flavors (Ridko, 2024, p. 18). The brand's commitment to customer engagement and community
has helped build a loyal following. By leveraging social media and effective marketing
campaigns, Crumbl has expanded rapidly and continues to open new locations across the
country (Crumbl, 2025, para. 6).
Q2. Explain the organization’s current or possible global marketing efforts.
Crumbl Cookies has primarily focused on expanding within the United States but is
starting to explore international markets. The company has opened locations in Canada and
they’re considering expansion into other countries. According to Crumbl’s website, “Crumbl is a
booming franchise with a global footprint…” (2025, para. 8) and they look to expand globally in
the future.
Crumbl could continue to enhance its global presence by utilizing digital marketing
strategies and social media platforms to connect with international consumers. According to
Marshall and Johnston, “The internet has redefined the relationship between organizations and
customers. As access to the internet has grown and a wide range of internet access points has
proliferated, digital marketing has become a critical component of promotional strategy” (2025,
p. 355). Campaigns showcasing the brand's partnerships and weekly flavors could boost
engagement. Q3. Explain the organization’s mission.
Crumbl Cookies' mission is “…to bring friends and family together over a box of the best
cookies in the world” (Crumbl, 2025, para. 8). They want consumers to have the best cookie
experience while also enjoying community. This mission reflects Crumbl's dedication to quality
and customer satisfaction. The organization aims to create a welcoming atmosphere where
customers feel valued and appreciated. By focusing on positive customer experiences, Crumbl
aligns its business practices with its mission, ensuring that every visit is enjoyable.
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Q4. Explain the organization’s competitive strategy.
Crumbl Cookies uses a differentiation strategy as its primary competitive approach. By
focusing on high-quality, unique flavors and a distinctive cookie presentation, the brand stands
out from other dessert companies. The brand highlights its commitment to using premium
ingredients and offers a rotating menu that appeals to consumers seeking originality and quality
(Crumbl, 2025, para. 4). Crumbl's staff is trained to provide a friendly, engaging experience,
promoting an inviting environment that encourages repeat visits.
Additionally, the company has effectively built a strong brand identity through its social
media presence and community involvement. As of 2024, Crumbl’s TikTok page has reached
over 9.6 million followers due to their unique and authentic short-format video content which
includes releases of weekly cookies and unboxings of the different flavors (Beyond Fifteen, 2024,
para. 6).
This differentiation strategy not only attracts customers but also cultivates brand loyalty, making
Crumbl a preferred choice in the competitive cookie and dessert market.
Q5. Crumbl’s SWOT Analysis
Strengths
•Strong Brand Identity: Crumbl has quickly established a recognizable brand, known for
its unique flavors and quality.
•Innovative Menu: The rotating cookie menu keeps customers engaged and encourages
repeat visits.
•Community Engagement: Crumbl actively participates in local events and charities
including Crumbl Cares, enhancing its brand image.
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Weaknesses
•Limited Product Range: The main focus on cookies may restrict appeal to customers
seeking a wider variety of dessert options as well as those who have allergies like
glutenfree.
•High Competition: The dessert and bakery market is saturated, with many established
brands and new companies competing for attention.
Opportunities
•International Expansion: There is significant potential for growth in international
markets.
•Menu Diversification: Introducing new menu items or more healthier options including
more gluten-free or dairy-free options could attract a broader customer base.
Threats
•Intense Competition: The dessert industry is highly competitive, with many bakeries and
dessert shops like Insomnia Cookies competing for market share.
•Negative Publicity: With their large social media presence, any negative reviews or
backlash can harm their brand reputation and customer trust.
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References
Marshall, G. W., & Johnston, M. W. (2020). Marketing management (4th ed.). McGraw-Hill
Education.
Crumbl Cookies. (2025). Our story. Crumbl. https://crumblcookies.com/our-story Ridko, V.
(2024). The role of social media in shaping consumer behaviour and purchase decisions in
social commerce: In the context of TikTok (Bachelor’s thesis, Vytautas Magnus
University).
Beyond Fifteen. (2024). Crumbl Cookies: Key ingredients for viral marketing success.
https://beyondfifteen.com/crumbl-cookies-key-ingredients-for-viral-marketing-success/
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