OPERATOR PROFILE
No matter how popular a particular cookie becomes, it will always be replaced after seven days with one of the next five flavors. Crumbl now offers pick-up, catering and nationwide shipping:
technology is designed with people – be it franchise partners, customers, and businesses – in mind to create a positive experience all around.” The company’s customer-facing app was ranked number 10 in food and drink daily downloads in the iOS store in February according to App Annie, outpacing the likes of the US’s largest fast-food chain, Subway as well as Pizza Hut, Chipotle and Burger King. Hemsley and McGowan chose a franchise model for Crumbl because they wanted their business to be something that could also help other succeed. So far, they’ve had no issues fi nding franchise partners, most of whom were customers before they decided to join the business. “We want partners who are passionate about Crumbl,” McGowan explains. “They love the product so much, they want to be a part of it.” The cousins put a huge eff ort into ensuring franchise partners feel supported, as Hemsley explains: “The training and onboarding process is robust, setting partners up for success from the very beginning. Franchise partners are trained on every aspect of the business and are given personalized support from corporate, even long after they have opened their store. Additionally, ongoing support and communication is facilitated through the internal app.” He adds that the national recognition
and tight-knit Crumbl community are additional factors that attract franchise partners to the brand. “It’s instantly recognizable at this point, and that is something that franchise partners are interested in being a part of,” he notes. “Plus, the internal Crumbl community is strong. Our franchise partners gain support not only from corporate, but also from other franchise partners and fans.”
Crumbl has also launched partnerships
with established foodservice brands to further grow their reach and recognition. In October 2021, they teamed up with Mondelez International to launch a Golden OREO cookie, which, like every Crumbl cookie, was available for one week only. “[Partnerships like these] increase our credibility with customers and creates a positive outlook for our consumers,” says Hemsley. “We have more collaborations to come this year and cannot wait to work with some incredibly talented companies.”
Listening to customers
Crumbl had only been in business for three years when the pandemic ripped through the foodservice industry. Even though the operation was already set up to provide carry-out and delivery, it was a trying time. “We leaned into our technology a lot during the pandemic. And we focused on the expansion of our curbside pick-up and self-serve kiosks,” McGowan says. “Sourcing right now is still a challenge in the food industry and that’s why a popular cookie may take a while longer to come back, but we have pivoted and made changes just like everyone else.” Crumbl doesn’t plan to limit its business to national borders. Global expansion, says Hemsley, is in “the near future.” In the meantime, he and McGowan will stick with what’s working. “We would say that customers will want more convenience from brands in the months and years to come,” he concludes. “It won’t be enough to have the best-looking product or the fastest service. Consumers will want brands and companies to listen to the feedback they have and appreciate the fact they listen.”
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