“Today, Crumbl is a booming franchise with a global footprint. The mission, however, hasn’t changed. Crumbl is still on a mission to bring friends and family together over a box of the best cookies in the world.”
Since Crumbl Cookies unveiled its pink box to the world in 2017, it’s undoubtedly become a worldwide phenomenon in the cookie business. With over a million desserts sold every day, 1071 (and counting) locations open across the United States, Canada, and Puerto Rico, and over 300 flavors in its roster, Crumbl Cookies, as they state on their website, continues to be a booming franchise with a global footprint.
The pink boxes, the rotation of fun, out-of-this-world flavors, and the social media buzz have turned this cookie chain into an Instagram worthy dessert brand that millions of people gravitate towards. When it comes to taste and texture, Crumbl doesn’t always do a great job. The texture can be weirdly wet and overly greasy, falling apart at the lightest touch. And while they do have a lot of interesting flavors, the brand’s execution of their product is evidently more about appearance than quality. The real question is: How did Crumbl Cookies become America’s favorite cookie chain despite their products being… not very good?
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PRETTY IN PINK, LIMITED EDITION, & YOUR FAVE’S FAVES
The answer to this question, to be perfectly honest, is in their marketing strategy. With their aesthetic locked down, the brand has successfully catered to a group of dessert enthusiasts who place more importance on the experience rather than the product they’re consuming. Crumbl seems to know that as well, and as stated in their own words on their website: “Our delicious cookies and desserts wouldn’t be complete without the iconic pink packaging! The unique shape and the brand’s signature pink add a special touch to every Crumbl experience.” There’s certainly no denying that Crumbl’s signature packaging has become a well-known, sought after symbol. The iconic pink box feels more like an accessory at this point, the package more important than what’s inside of it — people want to be seen with a Crumbl box. The specific shade of pink can even be equated to Tifany & Co’s robin-egg blue (appropriately coined Tiffany Blue) or even the golden yellow arches of McDonald’s. Leaning into the seductive powers of having a clean, crisp aesthetic has lent Crumbl a great hand in their social media influence.
With over three hundred flavors, there are bound to be a few that just miss the mark. Crumbl’s ever-changing lineup of flavors keeps sweet-tooth customers coming back for more — not to mention, it’s no secret that people can get bored when they’re presented with the same options every day, so for Crumbl to have a rotating weekly selection of limited-time flavors is yet another clever marketing strategy. A sense of urgency is created: here today, gone the next… Or even worse, what if the Cinnamon Toast Crunch cookie never comes back and you never get a chance to try it? It would be the end of any Crumbl enthusiast’s world, but it’s all part of a carefully crafted strategy to keep customers on the hook, practically guaranteeing they come back every week for even more special, limited-edition flavors. Not to mention, Crumbl’s expansion to cakes and pies adds to its rapidly expanding menu as well as contributes to the craze. Tres leches, strawberry shortcake, red velvet cake: the brand has practically Power Ranger style morphed into a mega dessert franchise — is Crumbl Cookies even an appropriate name anymore?
Finally, the role of celebrity endorsements and influencer marketing have played another massive role in Crumbl’s rise to mainstream media. With celebrities and countless social media influencers aligning themselves with the brand, there’s no wonder Crumbl has made its way onto the front pages of practically every social media app to ever exist. Sinking your teeth into Olivia Rodrigo’s GUTS cookie (layers of triple berry jam and vanilla buttercream sandwiched in between two purple cookies with a star cutout on top, as well as a garnishing of star shaped sprinkles) or trying Kylie Jenner’s favorite flavor lineup (Confetti Cake Batter, Kylie’s Pink Sugar, Churro Con Leche, Banana Caramel, Snickerdoodle Cupcake, & Milk Chocolate Brownie) would make anyone feel that much closer to their favorite celebrity/influencer. This is your favorite artist’s favorite dessert brand, of course you’d want to align yourself with them – and what better way to do that than to eat their favorite dessert they created just for you?
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A HYPE PERFECTLY CRAFTED BY THE MARKETING GODS
Crumbl’s rise to fame has mainly been driven by an intoxicating blend of clever marketing tactics, social media influence, and innovation. While the cookie itself may not always deliver on its promise of indulgence, the brand has certainly created an unforgettable experience that makes this dessert chain a true staple in American culture. The aesthetic appeal, the creative flavors, and the celebrity endorsements have skyrocketed Crumbl to the top of the dessert food chain, and the brand only grows more successful every day.
As adorable as the pink boxes and as thrilling as the limited-edition cookie announcements are, this is the truth: sometimes, the best cookie doesn’t come packaged in a perfectly curated flashy box or with a celebrity’s (sponsored) stamp of approval. While Crumbl may be the champion for being most viral and garnering the most social media buzz, perhaps it is the brands that focus on quality that will continue to stand strong.