Creating the "Rolex of Cookies" with Matt Jung, CEO of Last Crumb

Matt Jung is an entrepreneur and generalist with over a decade of experience founding businesses and leading teams with a focus on business development, operations, marketing and brand strategy in both startup, incubator/accelerator, and corporate environments. Currently, Matt is the CEO of Last Crumb (lastcrumb.com/), the world’s first ultra-premium luxury cookie brand. Their nostalgic flavors are upgraded with the world’s best ingredients, delivered through a premium direct-to-consumer membership with luxe packaging you can show off.
Topics Covered by Matt Jung in this Episode
How Matt and his team are building the world’s first ultra-premium luxury cookie brand with Last Crumb
How Matt ended up as CEO of Last Crumb
Developing their 12 cookie flavors
Being intentional about developing a brand before going to market
Creating a market and why that worked for their brand
Why they chose not to test their product on consumers before launching
Actively going against their investors’ advice
Last Crumb’s go to market strategy and how they built an organic flywheel without any paid media
Managing supply and demand for a waiting list of over 100,000 people
Building an in-house cookie factory and 3PL while simultaneously creating a D2C brand
Learning to scale at a feasible rate for their growth and demand while maintaining a very high quality and consistent product
Growing from a mom and pop roadside bakery cart to an exclusive cookie factory
Constantly improving quality to create an amazing customer experience
Some ideas Matt has for the future of Last Crumb
Avoiding the mistake of diversifying before scaling
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Who am I?
Hey! I'm Justin :) Based in Los Angeles, I’m the Director of Marketing at Vitalize Venture Capital (vitalize.vc/), host a podcast called Just Go Grind interviewing founders and investors, and write a newsletter from time to time.

[@mahadsabry593]

great content

[@k.5089]

Thanks for this💰

[@creatordisconnected]

Wow

[@yosephstephens]

Wait a minute they did not spend a dime on marketing????? what????

[@johnoryjr4269]

The cookies, people, are not ultra premium nor akin to Rolex. The image, the box only, is as close as one gets to a watch box and not Rolex. The language is crude in the description for the cookies, it fails to list the total ingredients (legal in Ca?), comparisons to Kanye West, Mr. Hitler lover...it's a novelty until you get the product. Cookies over $10.00 a piece should consistently taste good. The packaging, greatly reduced. The pamphlet in high gloss, eliminated. We don't need references to Kanye West to enjoy a cookie. People, save your money. Read reviews. Nobody has said they'd buy a second time. Its a bit more than the pet rock of decades past, slightly better in ediblity! It's all hype.

[@Johnnyboy1765]

You are the manager of crumble cookies of course you would say this!!

[@jean-paulboyer5800]

It is like Lacoste polo shirt vs normal polo shirt, Louis Vuitton hand bag vs a normal handbag, Hermes tie vs a normal tie, I am sure you get it now.