OPERATOR PROFILE


Social media success The ever-changing menu may pose operational challenges such as sourcing, quality assurance and training, but the exclusivity it creates has brought Crumbl incredible reach on social media, something that’s been an integral part of the brand’s business model since day one. Every Sunday, Crumbl releases its new menu on Instagram, TikTok and Twitter,


driving hundreds of thousands of likes and sometimes more than a million views. The brand has seen particular success on short- form video sharing platform TikTok, where, in February, it had 3.6 million followers, significantly more than Nike, at 2.1 million. This number may well have increased since. “Our entire approach is catered perfectly to TikTok,” says CEO McGowan. “We release top-notch content that is compelling and shareable. Third-party creators then supplement this content by offering their opinions and validation to our weekly rotating flavors.” Indeed, TikTok creators line up every week to try each of the five weekly rotating cookies and let their audiences know how they rank the flavors from one to 10 in their #crumbl review videos. Some have even created TikTok accounts focused solely on Crumbl, which the brand does not pay


“Technology that allows us to communicate with franchise partners and update recipes on a dime is crucial to our business model”


for. “It’s an incredible thing to witness,” McGowan says. “We love that our cookies have become part of so many people’s weekly routines.”


Crumbl also has 1.7 million Instagram


followers; on this platform, the brand’s distinctive pink boxes take center stage. The team tries to respond to every story mention and review. Meanwhile, on Reddit, Crumbl aficionados spend hours putting together flavor lists and guessing which cookies will be coming next week.


People-first technology


Clockwise from top left: Sawyer Hemsley (left) and Jason McGowan; the baking process is visible to the customer; Crumbl flavor, Dark Dream; the signature pink boxes and a gift card; the first Crumbl store in Logan, Utah


The way Crumbl operates – with its rotating menu and focus on takeaway, delivery and curbside pick-up – means technology, both front and back of house, has been a key priority for McGowan and Hemsley. While the brand’s customer-facing app allows people to order, choose a delivery method and send cookies to their friends and family via its gifting feature, Crumbl also has an internal app through which management can communicate with franchise partners. “The very core of Crumbl’s success is our people-first technology,” stresses Hemsley. “Because of our weekly-rotating menu and 300+ locations across the nation, reliable technology that allows us to communicate with franchise partners and update recipes on a dime is crucial to our business model. All of our


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