Crumbl: How We Built A Cookie Company That Brings In $1 Billion A Year

Jason McGowan is the co-founder and CEO of popular dessert chain Crumbl. He co-founded the brand with his wife’s cousin Sawyer Hemsley in 2017. The company has become one of the nation’s fastest growing food chains with over 980 locations scattered across the globe bringing in over $1 billion in annual revenue.
Produced by: Ernestine Siu
Managing Producer: Beatriz Bajuelos
Camera: Tasia Jensen
Editor: Marisa Forziati
Animator: Gene Woo Kim
Senior Production Manager: Kathryn Mavrikakis
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How We Built A $1 Billion Cookie Company Called Crumbl

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[@savdot_00]

Working at crumbl was genuinely my worst job. Overworked, underpaid and they wouldn’t even get cushioned mats to put under the decorating tables even though we’re on our feet all day. Almost every single one of my coworkers by the end of their shifts complained of knee and feet pain for standing in one place for so long. You barely get training before they throw you in and then reprimand you for falling behind.

[@AM-br4ix]

Sounds like a lot of hype?!

[@Masterahsoka]

What was the pay like?

[@kimberlyskye2024]

@@savdot_00 okay I mean If it’s that bad they should work on that. At least get employees foot matt. However the low pay makes sense as it is kind of a minimum wage job to work in that type of place.

[@nashauto198]

Thats messed up especially since they charge a lot for the cookies

[@testacals]

Not sure if hat is a specific issue in that specific shop or a crumbl wide issue

[@miumuse444]

a business that is straight out of a canva marketing template

[@kinleyanderson4233]

You just gave me an idea! 💡 thank you.

[@LizmarieCruz]

and it worked for them crazy how life works right

[@amkara0101]

Ok and?

[@visionseeker777]

💀

[@eraserqueen297]

You forget that he also had $68 000 to get the business off the ground right off the bat. Some people don't have that kind of money to invest in a business and/or are too afraid to do so. It was definitely more than just "a canva marketing template" that made this business successful lol.

[@EH-zo9cf]

Why are you paying the workers so low then?

[@gilmendoza8092]

Because they expect you to tip the workers

[@valdomero738]

CEO is a tech parasite. Tale as old as time.

[@hh0686]

Less money to workers, more money to the owner

[@Skatamska]

Because people are not willing to pay $ 10 for a cookie.

[@virtuouschu5745]

Because cost of doing business is so high. The average profit margin for your local store is only about 10%. So for a $5 cookie the store only makes 50 cents. Be kind and understand it’s not easy to be a small business owner. Many of them don’t survive due to razor thin margins.

[@_me.Kanika]

Goes to show you can get rich with anything. Even cookies that are still raw in the middle

[@salemalryashi-tu6th]

😂😂

[@grantcapel9884]

and 100 grams of sugar lol

[@monique7885]

I thought I was the only one that thought that

[@marklionetti1087]

It's all hype! I think these 2 are drowning in debt I bet. the 2 location near where I live are dead all the time. They now close early on the weekends. I have tried once, cookies are 2 big and to fattening. I won't be back. I can make better ones at home. 🤣

[@turtle2848]

Quality and sales decreasing

[@MrObsvenchilde]

the secret is instagramable cookies that are so creative that they don't even look or taste like cookies anymore

[@DellBriagas]

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[@joshuadeleon2953]

I love them but I wish they focused more on quality control. Every stores I go visit is inconsistent with quality

[@dmtrspen]

EXACTLY

[@CaliMisfit1921]

Too dry, too sweet, or not sweet enough and undercooked!

[@abigailskelton2312]

That tends to happen when you expand so rapidly. Quality goes by the wayside.

[@anikajordanfaustino2145]

Go to the one in la Verne 🎉

[@bernardocastro1046]

Tell me you are American without telling me you are American: "with 9 international locations, Crumbl has quite literally taken over the world"

[@Miski_Mariam]

🤣

[@MsLoma1212]

So true😂😂

[@JohnStockton7459]

America is the world basically, so yes

[@dunkmasterflexx]

tell me you recycle trendy internet phrases without telling me you have no originality

[@JordanSkoubo]

It says the founder is from Canada lol

[@AwokenEntertainment]

Goes to show how far a good product with good marketing can take you..

[@aknetworkedit]

If they ever go bankrupt they'll look at each other, shrug and say 'Well that's how the cookie crumbls'!

[@adamtanpahawa850]

😂

[@boohere2]

Truthfully, that is what I am worried about with them. I don't know if you heard of this place called Sift Dessert Bar. They are a cupcake dessert place. I saw they opened quite a few places around my city/state. I saw some of the places close completely. I think it was because they expanded too fast. People got sick of the cupcakes. There was also Krispy Kreme too. They had expanded too rapidly in which case was going to lead to bankruptcy. They did close some stores though.

[@allilam9081]

@@boohere2 Is it the sift dessert bar from Honkong？ they literally has the best red velvet cupcake.

[@boohere2]

@@allilam9081 yeah same place. Sift cupcakes. Actually they are closing a bunch of stores here

[@nicolagomes5526]

How negative can you be

[@downey416Toronto]

There Cookies & Cream Milkshake cookie has 84 grams of sugar & 800 calories per cookie that's highly disturbing & Blueberry Cheesecake cookie has 76 grams of Sugar & 840 calories that's INSANE how is that even possible

[@cellano5223]

Yeah, I really wish I could eat a whole cookie without feeling like my health is on the line. 😅

[@lifemarketing9876]

Well cookies aren't supposed to be healthy, so I don't understand why you're complaining tbh.

[@bunkbedblake3215]

Highly disturbing🤣

[@beautiful10381]

Lol

[@lilusoriginals5502]

@@lifemarketing9876 no you don’t understand, these cookies are highly sweet full of bad stuff. I understand that cookies aren’t meant to be part of a healthy diet. But they over-dose the sugar. I am a type 1 diabetic. I am usually able to eat a cookie once in a while. Cookies the same size as crumbls should be between 30-45 carbs in total. 1 FOURTH of a crumbl cookie has around 32 carbs? (key lime). That’s absolutely crazy. Not a good idea unless you wanna ruin your diet with a “cookie”

[@ado9678]

Did they change their start up story? I remember watching another video where they said they leased the first store without even having a concept, here they’re telling it backwards

[@AlexPerazaTV]

That is the story. He said "we literally did everything backwards, we agreed to start a business, bought food equipment, leased the store and then decided on the product".

[@Alexandr-q5h]

as someone who worked at crumbl, they sell cookies from the night before. They put it in the fridge, reheat it the next day, and market it as fresh baked that day. There is also regulations of shelf-life for 3 hours in the warmer, the reason there is a shelf-life is because of bacteria build up. They still sell it after it hits the three hour mark. But that's the location I use to work at so. Be aware.

[@vl1180]

No way they sell day old cookies! I don’t believe it. They must cook them same day you mean

[@Ellothere3]

A marketing firm dressed as a cookie buiness

[@sain-bm1gu]

exactly! a lot of times really succesful products like these just aren't about the actual product. they are run by people really good at either marketing, logistics, real estate/franchise knowledge etc.

[@missrespectful]

Isn’t that how a business is like… supposed to work? 🫤 that’s like saying it’s a business disguised as a cookie store

[@tuckerbugeater]

cheap to innovate and crush the competition@@sain-bm1gu

[@DavidCruickshank]

​@@missrespectful What they mean is that the cookies aren't successful because they are somehow better than competitors cookies, instead the cookies are successful because of how well they are marketed. Like how a reusable bottle brand isn't really much better than its competitors, the real reason that Stanley cups and Crumbl are successful is hype not a superior product.

[@missrespectful]

@@DavidCruickshank I understand. I think I’m just used to most big business becoming successful this way lol. Especially online stores. They just ship the product from somewhere cheaper.

[@aurorasss3666]

The marketing created by social media is wild! I’m Italian and when I went to NY I wanted to try them sm… well, they were terrible💀 the flavor is good but they’re so buttery and it feels like you’re eating raw dough

[@inmortal131]

I saw in internet sell 4 stores with this cookies maybe didn’t profit no people come.

[@ClamorDiGilgamesh]

Went there once to try, thought it was just a little cookie store. I won't be buying anymore of their cookies. I just want a small local pastry store with a large variety of cookies to pick from, I don't need fomo for overpriced cookies.

[@pat4005]

It would cost a "small local pastry store" a LOT of time, manpower and money to create and stock a "large variety of cookies to pick from". That is WHY they don't exist that way. Tell me you have never started and run a successful food industry business (or ANY BUSINESS for that matter), without telling me you never started and run a successful business! 😂

[@ricarellan]

They closed 2 locations in my area recently. Most of the Yelp reviews say they’re overpriced and under baked.

[@inmortal131]

I think marketing and fomo get more money 🤔.

[@milambo9276]

Unfortunately quality control with franchises is not easy.

[@BreannaWhiteside]

I dont see how people say they are expensive these cookies are pratically $3+change a piece for a box of 4 cookies they are $15 do the math divide $15 by 4 .. not only that the cookies are so large 3 or 4 people can eat off one cookie.

[@524FrmGrl]

Our Crumbl is AWESOME

[@dying2comment]

@@BreannaWhiteside they’re double that price

[@vsboy2577]

Secret formula , pay employees barely anything and overcharge on uncooked cookies .

[@StarLight-sl9ok]

Please tell me a fast food employee that gets a high wage.

[@radhiadeedou8286]

But why are people buying them?

[@JEREMYHofisi]

and the hater's gonna hate hate hate and hate😆😆

[@RogueMemez]

@@StarLight-sl9ok😂

[@hollowman_1991]

I don't think rolling cookies out was meant to be a high wage career.

[@aes_00]

I went to crumbl once and bought 6 cookies (and they aren't cheap!), I wanted to share one with my brother since he worked across the street and didn't want to break it in half myself and touch it since my hands were dirty. I asked them if they could just cut it in half for me and they said I could buy this $10 cookie knife to cut it, but they couldn't. After spending almost $30 on cookies, you cant cut one for me?! Crazy.

[@xoreign]

To be fair, it seems like everything is done with a machine. They might literally not have knives in the building.

[@erazn9077]

@@xoreignain’t no way bro, they gotta have some cutlery in there

[@xoreign]

@@erazn9077 Such as what? To use for what? I admit it's strange but I literally can't think of anything they'd need a knife for.

[@kywang07]

Go get a plastic knife elsewhere or go wash your hands. 🤐

[@aes_00]

@@kywang07 I mean of course, I can drive to another store, buy a 15 pack of plastic knifes I will not use again and throw away, wasting all that plastic, or I could use their bathroom to wash my hands, that they said I couldn’t use, or…or…or, they could possibly cut my cookie for me after spending money on the mediocre cookies lol

[@toddpeterson5226]

I was a college student in Utah when there were just a handful of locations around. I never imagined it would become what it has, it’s amazing to see.

[@deborahreeves-h7y]

I just heard of this cookie company. I created my own fudge company back in the early 2000's but I didn't do much worth it. It took me over a year to create about 40 flavors and tested them locally at the Farmers Market. They were a huge success, people loved the fun flavors, but I didn't have the money to start the business. I still have my secret recipes. I guess I'll pass them onto my children. I hope this company readers all comments to improve their cookies so they stay in business.

[@nataliesoutlet]

Im OBSSESSED with crumbl! So lucky to have one around here finally ✨✨✨✨

[@mr.a.]

Is it really that good? I have three near me and I never go. It just seems like a sugar cookie with frosting.

[@noacruz1407]

Dog it’s not that good it has this weird taste and it’s so expensive lol I’m not saying it’s the worst but there are better cookies

[@safiyyahmitchell352]

@@mr.a. no not at all. disgustingly sweet and undercooked

[@BreannaWhiteside]

I dont see how people say they are expensive these cookies are pratically $3+change a piece for a box of 4 cookies they are $15 do the math divide $15 by 4 .. not only that the cookies are so large 3 or 4 people can eat off one cookie.

[@Opinlinz]

@@BreannaWhiteside You've wrote the same comment under several threads. $15 for 4 cookies is a bit pricey. Considering a standard meal at a restaurant is around $15-20.

[@ciiru]

It’s very easy to build a company like crumbl. Serve raw cookies, pay poverty wages and do not let your employees take breaks. If you’re not worried about salmonella and workers’ rights abuse charges, you can also make billions.

[@lang-ed3bk]

People that think like this hates all big corporations, assumes they are evil, and spends a lot of energy spreading hate.

[@lang-ed3bk]

@@ciiru ​​⁠ ​​​​​​⁠ thank you for proving my point. And I will name several. Apparently you never heard of the viral kfc proposal. Some broke guy proposed to his gf at kfc, and some girl online made fun of them. So kfc reached out online to find the couple, to pay for their wedding. A bank tweeted that they will clear the couple’s loans. A jeweler gave the couple two wedding rings, one with a huge diamond. A private chef said she’d create a menu and cook for their wedding . Audi gave them a brand new car. Huawei gave them two new phones. A furniture company gave them a brand new kitchen. Uber provided free rides. McDonald’s paid for a VIP all-expense paid vacation, to a celebrity tour.

[@orionfell]

@@lang-ed3bk you are below the median on the bell curve my friend. viral marketing stunts do not equate to good will. they are just another form of advertising.

[@sergeayissi939]

Fancy name, fancy cookie colors, they're the Cookie Starbucks!

[@athreadpool]

Excellent business savvy. He’s one of the great grassroots business leaders who emigrated from tech and applied that problem solving to traditional homegrown concepts to do radical new kinds of marketing and branding.

[@kris4897]

1:41 That view of his office. Nice.

[@rorycurtin6212]

This guy is incredibly well-spoken.

[@happyblackwoman6154]

I've never had them. They look delicious! But, everyone I know personally says they're over-priced.

[@cheryloster3492]

They look way better than they taste.

[@ginab6142]

They have a few really good cookies and a lot of so-so cookies. The problem is - - when you find some that you really like, it takes too much effort to them again because they rotate them out.....

[@brookebraun561]

Like most mainstream treats like coffee or ice cream, these are overpriced. Occassionally I'll go and get myself a chocolate chip cookie. It's really the only one I like, and it's also the only one they have regularly. They are pretty tasty and work well for a mid afternoon pick-me-up or after work splurge.

[@abysomething2012]

@cheryloster3492 So true! I had these cookies at a party,but they were very average sadly😔🤷‍♀️

[@BreannaWhiteside]

I dont see how people say they are expensive these cookies are pratically $3+change a piece for a box of 4 cookies they are $15 do the math divide $15 by 4 .. not only that the cookies are so large 3 or 4 people can eat off one cookie.

[@garrykimovich]

$5 for a cookie, $7 for a scoop of ice cream, I can't believe these businesses became so successful.

[@GracefullyKaren]

This is very inspiring. I’ve tried Crumbl only once but I know many people love it. Your passion can make a difference. Start where you are. It doesn’t matter if you are doing the same thing as someone, yours will be unique.

[@jacknakamori3280]

The best / ‘coolest’ cookie company in my country (not a giant corporate subsidiary) is a 1m business. Not 1bn. Not sure where all these ‘billion dollar’ cookie firms are coming from. Seems every random city in the US has one (or two!).

[@JoySummer-qi9tu]

🥰I went to Crumbl & it was thee cleanest food area I had ever experienced!!! I looked at every inch of the place & it was spotless!!! The equipment was so shiny , and I was totally impressed that it looked identical to how it looks on tv!!! Plus who dnt love cookies😊

[@jasonnesmith841]

This company is one recession away from disappearing. The rollout had to have been done with a stupid amount of debt, you just dont roll out this fast.

[@marklionetti1087]

I agree with you on that. This brand will disappear sooner then you think. With high inflation. Most people are worried about just surviving not eating large cookies.

[@CtrlVicky]

Not really. Utah businesses flourish

[@PhineastheTiger]

@@CtrlVickyand what about Crumbls other locations, hate to be negative but many of they’re stores are surprisingly empty

[@countrylivers]

@@PhineastheTiger I believe what he is saying it’s “Utah” based……as in Mormon. And they massively promote and try and only shop in their churches, or parishioners, owned businesses.

[@aig5429]

Lie i see plenty of customers getting cookies​@marklionetti1087

[@victorschlatter3357]

Incredible story, hats off to them

[@scumpuppies]

Admirable story! They carried an idea through and made it happen. I will say though, I eat one of their cookies and get absolutely sick to my stomach.

[@inmortal131]

These cookies is More fomo and marketing that other thing like good taste or flavor lol.

[@yemaster9000]

maybe because a serving size is only 1/4 a cookie? if you're not used to eating a lot of sugar this makes sense. I can eat four of the cookies in a sitting no problemo. but that's because sugar is like cocaine to me

[@TNexpert]

They're not that great

[@marklionetti1087]

@@yemaster9000 remember eating to much sugar causes cancer.

[@reddbendd]

I get sick just looking at them

[@jalynnsatterthwaite109]

Crumbl is a very great brand that you can tell was properly executed, as someone who lives in NY I was ecstatic when they built new locations here I was so eager to try although yes the cookies are extremely sweet and the amount of calories that are inside are insane!

[@cdw2424]

980 stores, wow! One for each calorie in a singular cookie!

[@TymetheInfamous]

I absolutely ADORE crumbl! They reimagined the cookie and I love how they're a little underdone. That's how I make my cookies at home 😍

[@dhenderson319]

Yeah I like softer cookies.. haven’t had crumbl much tho but I’ve hard cookies and they’re awful to me

[@Ariana0999]

This company was okay when I first tried it but now that I know the flavors changes weekly, I love this company!!!❤🎉😄

[@mr.a.]

Yes, the flavor rotation is actually a really great idea

[@Elev8teyourpath]

Thanks crumbl. I’m now going to steal your idea and bring it to the uk before you get here :)

[@MatthewMcEwan1]

1000 calorie cookies. Way to add to the sugar and obese epidemic this country struggles with. Great work

[@intsccents]

So true you just have to get started. im 30 years into being a candle MFG business and im always inventing and looking to market new and older items to different types of retailers..But you do have to start first and formost.

[@hidden-expose]

I was excited when Crumbl opened near my workplace. Turns out - I don't visit that much. The cookies are extremely sweet and lack depth of true flavor. You want big cookies done right? Gideon's Bakehouse is better. Oh and they don't use box cake mix like Crumbl does (aka shortcuts). Even Costco has a better chocolate chip cookie.

[@uu-kq6mn]

Thank u!!

[@shammia4life]

someone had to say it! imo its not worth the calories...

[@TheMariangel95]

I thought I was the only one who thought Costco food court's chocolate chip cookie was better than Crumbl's

[@narajayde520]

Fr and even their chocolate chip cookies are bad… like how do you mess that up… subway chocolate chip cookies better😂

[@tracybodinaar]

The smartest thing that should be on everyone's mind right now should be to invest in different streams of income that are not dependent on the government. Especially with the current economic crisis around the world. This is still a good time to invest in gold, silver, and digital currencies (BTC ETH...).

[@ravenlyrics7745]

I'm in a similar situation where should I look to increase income? Do you have any advice? What did you do? Thank you

[@ravenlyrics7745]

Sounds familiar, I have heard her names on several occasions.. And both her success stories on wall street journey!

[@ravenlyrics7745]

Alright, thanks for the recommendation, but how do I reach her?

[@markharper171]

Trading without professional guide.... Huh, I laugh you because you'll remain where you are or even make huge losses that will stop you from trading. This has beeb one of the biggest problems to new traders.

[@ravenlyrics7745]

I googled about her, and yes, she's won my heart. She just gained herself a new client

[@pauljones9150]

8:02 tell me you're Mormon, without telling me you're Mormon 😅😅😅

[@lauraadaly]

Exactly what I thought 😂

[@jasonlewis1455]

Sugar is the main drug to Mormons

[@pauljones9150]

@@jasonlewis1455 you might think you're joking, but it's true. Sugar is the Mormon crack. Nearly every event has lots of it

[@jasonlewis1455]

​@@pauljones9150no not joking. We have good friends that were members of the church and we'd go to parties and the dessert table was 3x the size of the food table. They're the first to admit it

[@Dedaskitchen]

Well, they’re not allowed to drink, smoke or have caffeine, so… sugar it is!

[@katie3603]

Of course they’re headquartered in Utah

[@tuckerbugeater]

okay

[@meishot00]

i went to cookie crumble yesterday and it was so packed, huge lines and so many people. and the whole time i was thinking why would anyone wait 30 minutes for a cookie until i tried it. And i am a cook, went to culinary school and i know how to do delicious cookies and let me tell you those cookies are really good. THey are just too sweet for me but they are very yummy.

[@saulgoodman2018]

$4.20 for 1 cookie? NO.

[@lior2538]

I loved this series what an inspiration ! 🎉

[@MrPuff1026]

I went into a Crumbl cookie store once and it was one of the most depressing things I’d ever seen. All the workers were forced to yell “welcome to Crumbl” as soon as I walked through the door. I went back to get something from my car, and was greeted again with “welcome to Crumbl” as if it were some painful reflex for the workers.

[@JoyTothesummer]

Good 😂

[@Juliana.moraes]

How amazing! Im soooo Impressed

[@siyuanthesuper1]

Sales doesn't mean anything if you can't generate profit

[@tamtamathome]

Not a fan of the cookies but I do appreciate his advice. You have to give him his credit. Thanks for sharing!

[@akdlg9sjjslk8]

I had them for the first time at my aunt’s house and really liked them. When a crumbl opened up in my neighborhood I was eager to try them. Unfortunately, they were extremely lackluster in presentation and taste. It sucks when you expand your chain and quality declines.

[@johnsmithda4th]

I just went on the website and I'm sure the cookies taste great but 720 calories for a Milk Chocolate Chip cookie 😱 I couldn't even justify that in my dreams.

[@Dom-zy1qy]

I thought people who disliked crumbl were kind of rare, and i was just an outlier, but I see there are other people who also agree that their cookies are literally just overpriced, half-baked amalgams of sugar. You want a crumbl cookie? Just go buy some cookie dough, and heat it up for 2 minutes (the entire package), then dump 450 grams of sugar on it, and you're done.

[@ruthturk]

Am I the only one who heard "we actually listen to our customers" and then "We only focus on the positive." You are not listening to your customers if you can't take any criticism.

[@cynthiasmith4130]

I love Crumbl Cookies!!! They are so delicious!!!! The cookies are like a cake coo😋😋😋......

[@myshadowstalksme]

🧢

[@Bianca1700]

Just Get Started!

[@christiea.6778]

Everytime I’ve had Crumbl they aren’t cooked in the middle 😢 my son ordered the classic chocolate chip and it was straight dough when he took a bite.

[@TheNewVegan]

I love my cookies a little underbaked! I hope they don't change that

[@cheryloster3492]

I agree. Taste raw.

[@nicolagomes5526]

I like cookies underbaked

[@AA-yc9dq]

@@TheNewVegan same

[@KVIZZZZLE]

definition of working on ur dreams, while working a full time job/school full time

[@will.davlin]

Imsomnia better Crumbl needs another 30 seconds in toaster

[@kdp844]

Facts been saying this

[@Astrosflex700]

Insomnia Way Better!@@kdp844

[@cmaysautoyt]

Yessss. These are my people !!

[@igrowsalons]

Way better

[@1029blue]

Now, if there were a service that offered cookies that people with celiac disease could actually eat and not just "gluten-free" cookies that aren't actually gluten-free, that would be awesome.

[@ColbyTheOrangeTabby]

1 cookie lasts me 2 days and they’re the best cookies I’ve ever had. Def worth the price!

[@Quanic2000]

The Costco cookie is better than Crumbl's.

[@itsallgood5595]

I love this guy, just being real

[@kelsilulu]

Tech companies are failing all over the place, but a cookie company is thriving 😂people just want to eat sweets and watch tv

[@daltondrake3118]

Lol

[@MANI-ee7vr]

Yes 😂

[@inmortal131]

Hahaha true

[@amkara0101]

LOVE THE BRANDING

[@nunother]

Tried them once and never again.

[@FadumaAbdullahi-o4m]

Can you tell like why ?

[@lisademiguel5801]

Am I the only one who has only been thinking crumbl cookies is a thing for 2 months?

[@abbmm16]

for anyone wondering they make 8 millions per month

[@maga6252]

This reminds me of how back in the day 'a woman made a million dollars' just by baking cookies! Always loved it! #MrsFields 🙌😎🇺🇲🇨🇦

[@FadumaAbdullahi-o4m]

What’s her website name?

[@ginab6142]

Now that was a good cookie! And you could always count on finding the flavor that you wanted!

[@bjfashola317]

Can’t blame the company because of the bakers. They are fire cookies in Houston 🤘🏿

[@SEVENZEROTWO]

This attests to the importance of MARKETING

[@apindakut]

The half dozen is literally $30 for over sweet sugary cookies, that alone should deter customers. $5 a cookie is just too much

[@joesmith-em2cd]

How are they taking over the world with only 9 locations outside the US?😂😂😂

[@kdp844]

lol not literally

[@Snowfox23]

😂😂😂😂😂

[@JogBird]

for 95% of americans, america is the world.. 80% dont even have a passport

[@sunnydelight5255]

@@JogBirdSo true

[@randomunboxing4120]

One cookie at a time!!

[@loisthomas899]

Feature “Nothing Bundt Cakes” in your next story;their desserts are good!

[@superpayaseria]

I literally took a like 11 dollar order or so and drove clear to another city, 28 miles in all or so on door dash this week just because I wanted to know so bad where this is actually located in my city because I think they're the best in the world!!! I was proud to do it, and did it without complaint. I think people would think I'm stupid. Oh well. I enjoyed the trip.

[@olivia-oz3qe]

There was a CRUMBL branch at my old shopping centre in Coomera Australia (but it’s really nice) and it was removed idk why, maybe because the rent was too high

[@jessren1618]

I love there way in starting a business! Just goes to show if you dream it and have support you can make it work and make a lot of money! I love the flavor changes! Great job Crumbl!

[@lilyrose041]

Good job Jason, truly you made it.

[@PaulShively]

Crumbl to me seems like a mad rush to make as much money as possible selling franchises. I wonder what percentage of them aren't profitable? I also wonder how many locations will still exist in 5 years?

[@marklionetti1087]

probably 0. I remember when the cupcake phase America went through back in the early 2000. I can't find a cupcake business around my city at all any longer.

[@tuckerbugeater]

And who dominated the cupcake space? @@marklionetti1087

[@brookeb1753]

Yep 100%. I’ve been saying this for a year or two now. No way they can franchise this fast and it won’t fall apart. Sure they were popular on TikTok for a while and still have waves of that popularity, but it’s dying down, the stores are ALWAYS empty with no customers (even tho it’s grab and go but still), and the product quality sucks (flavors are boring and don’t have enough variety each week, and all the flavors they do are just reusing doughs and mixins to keep costs low). They would’ve been better off with short term rentals/pop ups

[@will.davlin]

To gooey ...

[@psp785]

Never heard of crumbl to be honest

[@tylerrichards5457]

You’re not missing much. Way too sweet in my opinion, but hey everyone’s got their own taste.

[@user-qb8wv5et8i]

⁠@@tylerrichards5457 agreed. they’re fun, but after one bite, you’re in a sugar coma the rest of the day. They’re definitely not even tastefully sweet, just feels like getting punched in the mouth 😂

[@Wemimoanioloke]

I am in Nigerian and I know crumbl 😂😂😂

[@johannmuster9726]

Last advice is golden, most people dont get it

[@ericlewis8793]

I dont think their stores are doing as well in the US.. some are closing!

[@ricarellan]

Yes, 2 locations in my area closed recently.

[@Allinmyworld]

I love Crumbl cookies. My kids don't like them but i love them!!

[@LIBRAFIGHTERAGOD999]

Thank you for posting this video it helps me start my successful clothing brand #boss #creativity

[@JaredLand]

Come to Saskatchewan, Canada 🇨🇦

[@willjackson2135]

Not to mention the EXTREMELY UNHEALTHY amount of sugar and SUPER HIGH amount of calories in every cookie…

[@rabiez_luvr6910]

When I found out they were 800 each I was honestly taken aback. Normally you’d expect 300-400 at most for a dessert of that size 😧

[@poolerboy]

Step 1: Use Betty Crocker Step 2: Price Gouge

[@pastelskies1967]

Am I the only one who bought just a few cookies and then thought they were somewhat raw?

[@mreega4812]

Now multiple people posted same response you gave here.

[@jw77019]

I bought four cookies. One of them was STILL FROZEN. Cookie dough should not be eaten raw because flour has a certain amount of bacteria from insect and rodent contamination allowable by law.

[@ReneeKemmy]

I did too and it's like they were not baked through...but I love their story and I'm motivated.

[@ameeraz2048]

I never heard of this company before

[@Intotheunknown11]

All it takes is some idea that is fancy or “trendy”. If you cater to the younger generation you can be super successful in business

[@msaddique6475]

I need the CEO of Topicals!

[@clarionoka]

I had my first crumbl experience not too long ago. My cookie was cold and just too sweet😞

[@krushkrushemz1718]

yeah no cookie stays warm unless u get it right as soon as they get them out or not long after

[@JT-ir6vw]

We got one of these near us a few years back, have given a try multiple times and it was just absolutely horrible. Probably more of a location issue vs company, which we've noticed with some other places here as well.

[@cowswirl]

Based on this video, the founders would like to hear from you. I bet they'd make things right by you.

[@abdi8436]

Yep, franchising most likely, not all cookies and recipes are going to be the same as intended. There will be variation of quality throughout different locations. It'll cost them in the long run.

[@TheDubaiNavigator]

Most CNBC Make It videos appear to just be infomercials rather than realistic documentaries. The revenue is $1bill, but does that include the rev of the franchise locations, or is it just the core brand? What are your costs and net profit? There are tons of brands with more stores and more rev, but zero or negative profits. The info in this video isn't very helpful.

[@Tragedie_Criminelle]

Exactly 😢

[@deerhian]

It's very vague. I'm pretty sure they're not netting billion due to a lot of bad reviews

[@downey416Toronto]

great story

[@jcdawson]

It’s even more impressive when you consider how bad the cookies are

[@eraserqueen297]

This is exactly why I feel like we should stop giving into virality. Nothing has to be quality if it goes viral 😂

[@user-sx2rn5sl3m]

ive had their cookies they're fire

[@eraserqueen297]

@@user-sx2rn5sl3m why everybody saying they’re crap then? Hating just to hate on the hottest cookie business in the world right now? 🤔