Crumbl Co-Founders on Social Media Strategy, Menu Innovation, and Growth

Social Media First Strategy

• 💡 Crumbl was founded with a social media first approach, prioritizing platforms like Instagram and TikTok from the outset.
• 🚀 The company actively engages with customers by responding to every message and comment, fostering a strong online community.
• 📈 Crumbl boasts more followers on TikTok than Nike and Starbucks combined, highlighting its significant social media presence.

Rotating Menu and Innovation

• 🔄 The rotating weekly menu is a key draw, encouraging customers to return and share their experiences as mini micro-influencers.
• ⚠️ While the constantly changing menu presents supply chain challenges, it's a core part of Crumbl's DNA and strategy.
• 🍰 Beyond cookies, Crumbl offers a variety of desserts including brownies, pies, and cakes, with a focus on creating nostalgic and competitive treats.

Business Growth and Challenges

• 📈 Crumbl has experienced significant growth, with the current week being their busiest ever and sales exceeding $1.2 billion last year.
• 💰 The company has felt the impact of rising commodity prices for core ingredients like eggs, butter, and cocoa.
• 🤝 Crumbl recently secured a minority investment from TSG Consumer Partners to aid in international expansion and continued growth.

Future Outlook and Valuation

• 🚀 Crumbl is not currently for sale, with co-founders focused on creating more value and growing the business.
• 🌟 The company has seen significant interest from potential buyers, with a reported valuation of $2 billion.
• 💡 The co-founders express optimism about the future and the many developments to come for Crumbl.