Have you ever wondered how Crumbl has a seemingly endless arsenal of cookie flavors, yet only releases a couple of new ones per year? It’s because they maintain a secret stash of about 170 Crumbl recipes that rotate through stores in what feels like random ins and outs. But in reality, it’s all part of a clever business strategy that keeps customers returning again and again. The approach is built around customer devotion to favorite cookies, as well as the scarcity and novelty of never knowing which of those coveted flavors are going to pop up in stores.
Each week, customers await the revelation of which eight cookie flavors (previously six) will be available, announced on TikTok and Instagram — which is in itself another genius marketing move by the company. Cookies of the week typically include two reliable staples plus six surprises. Knowing that it could be months before that luscious maple cinnamon roll cookie or snickerdoodle cupcake cookie returns, it’s a race to snag one before they slip back into mysterious Crumbl vaults. In this case, FOMO, the dreaded “fear of missing out,” is a subtle force driving folks to consistently visit stores.
It also fuels constant online conversations and contributor videos in which customers enthusiastically consume prized cookies. As co-founders Jason McGowan and Sawyer Hemsley shared with The Wall Street Journal, 30-plus social media wizards keep the momentum going for about 10.5 million followers on TikTok alone, plus more than 6 million on Instagram. Visual appeal is a core component, and the company encourages interactive participation by customers.
Rotation contributes more than mystery
Beyond the social media buzz, Crumbl’s strategy of rotating cookie flavors throughout the year brings some serious operational benefits. With only a few new cookie creations annually, the company cuts down on research and development, plus kitchen training — while still providing fresh, new options every week. Those flavor drops occur throughout the entire system of 1,000-plus stores across all 50 states, Canada, and Puerto Rico, following precise patterns and recipes so that all employees know what to expect and how to deliver. Supply chains can remain consistent, with no surprises or shortages.
Another fan-fave element is Crumbl’s open-kitchen setup, which delights customers while also serving as a built-in quality-control feature. There’s no secret here; cookie-making is on display for all to see, from the quality of ingredients to the efficient use of technology and more. But in the end, it’s really all about the rotating cookies and massive social media interaction. Every cookie flavor, new or reintroduced, organically creates its own campaign, becoming viral before it ever arrives and nostalgic after it’s gone into cookie hibernation.
Since a college student in 2017 doled out cookies from a small wooden in Utah, Crumbl has become a mega-force driven by social media, technology, and a delicious, down-home product pulling millions of heartstrings. Crumbl knows exactly how to keep customers rotating in and out of its tasty, feel-good universe. For some extra insight on the Crumbl phenomenon, check out our 10 facts you didn’t know about Crumbl Cookies, and learn more about the company’s non-cookie desserts.
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