By: Sylvia Yannsdottir & Maya Song
Introduction to Crumbl
Crumbl is an extremely popular, and widespread cookie shop across the United States of America. With its vibrant appeal, fun flavors, and trendy advertising, it has become one of the most well known dessert places, with over 1 million desserts sold every single day.
Crumbl was based in Utah, and founded in 2017. Since then, it now has 1071 store locations across the United States of America.
What’s the appeal?
One thing that makes Crumbl truly unique is the flavor variety and creativity. The company is known for its weekly rotation of 6 new, fun flavors that come out every Monday. Crumbl is also widely known for keeping up with current trends.
Crumbl’s flavors are mainly inspired by popular existing treats, or candies, and the company frequently collaborates with exciting brands to come up with new flavors.
While they maintain a surprising variety of flavors, the company keeps one cookie the same every single week, the Classic Milk Chocolate Chip cookie, which was their first invented flavor.
Rise to fame
There are a lot of aspects to what has made Crumbl so remarkably well known, and to sum it up a mix of its innovative design, publicity, and its appeal have led it to its success.
When we analyze Crumbl’s design, one thing that stands out is the iconic pink box. Since the company started, desserts come in a signature bright-pink box, with the company’s well known logo on top. Aside from that, stores are also designed with bright, intriguing colors.
A key factor to the success of Crumbl is its publicity. Specifically directed towards younger generations, a huge wave of influencers across social media platforms post reviews, start trends, and add to the fame of the brand. Crumbl would not be the company it is today if it weren’t for social media platforms.
Lastly, its appeal. The typical Crumbl cookie is neatly and creatively decorated to correspond to its flavor. With all of the flavor options, it’s hard to resist trying one.
Criticisms
Whenever there is something new, and popular, there will always be something that needs improvement.
One huge criticism about Crumbl is the nutritional value. Although of course, it is a dessert company, it has a ridiculous amount of calories per cookie. One of the typical cookies has anywhere from 800-1000 calories, which is kind of insane if you think about it.
Typically, when you go to Crumbl you’d get a box of between 4-6 cookies, and indulging in this sweet treat can easily be up to 6,000 calories, which is almost double the amount of calories a grown person is encouraged to consume in a single day.
While it is known that desserts aren’t going to be the healthiest thing ever, it eventually gets to a point where it’s just too much. Along with that, there are thousands of content creators who’s pages are dedicated to trying, and reviewing Crumbl every single week. Not only does that normalize an extremely unhealthy habit, but it is rather concerning in general.
Aside from that, another thing that Crumbl could improve on is its pricing. A lot of people can agree that it’s rather overpriced for what it is. Oftentimes, a box of 6 cookies is $26. When you compare that to other places, it’s quite a bit pricier.
Competitors
Crumbl is not the first innovative dessert brand like this, and definitely won’t be the last. There are of course a lot of other dessert brands out there, but specifically there are a few that have reached a similar status as Crumbl.
One very popular dessert brand out there is Insomnia Cookies. Insomnia Cookies is a dessert brand that was founded back in 2003 in the United States, with over 150 store locations now.
Insomnia Cookies are known for having freshly baked goods, especially their cookies. Just like with Crumbl, there are a lot of flavor options, and typically their cookies are large, and have fillings in the interior of the cookie.
A few aspects that set Insomnia Cookies apart from Crumbl is the availability of the cookies. A big part of the brand is how it’s known for staying open until 3 in the morning serving its fresh cookies. Besides that, there’s a variety of other dessert options that come with the cookies.
Some people say that they prefer Insomnia Cookies over Crumbl cookies, because of the freshness, the more realistic nutritional value, and availability. Others would choose Crumbl over Insomnia Cookies because of the flavor variety, constant change, and because Crumbl is typically seen as a rare treat.
Personal Opinion
We would highly recommend trying Crumbl cookies. We say this because they are genuinely delicious, and it’s really fun to go try out new flavors with friends or family.
Although they’re not the best for you nutritionally, life is about balance and we believe it’s more than okay to have them occasionally.
Crumbl is an extremely innovative brand, has come really far, and has maintained its platform very well. It’s very exciting to think about what will come from it in the future.