The Untold Truth Of Crumbl Cookies

If you're on social media in any capacity, you've probably seen and heard of the viral brand Crumbl Cookies. They are treats that are dense, ultra crumbly, and crunchy (yet soft at the same time), according to a Local Profile review. Not to mention their famous chocolate chip cookies have notes of toffee and instantly melt in your mouth. 

Combined with a carefully curated TikTok page, Crumbl Cookies has reached millions of viewers (and has tallied up 1.9 million followers), many of whom have converted into loyal customers. So, it's hard to ignore how delectable these cookies are, especially with social media constantly being flooded with posts about them and their growing popularity. And Crumbl's TikTok page offers attention-grabbing videos of slow, gooey cookie pulls almost daily, which are hard to turn away from.

Even more impressive, the company does not invest into influencer relations, according to an article from Modern Retail. So they've garnered all the viral attention on their own. You can pick up your own pink box of these treats at one of 200-plus stores across the country. But before you do, here's more to know about this tasty company.

Crumbl is the nation's fastest growing cookie company

Crumbl Cookies was created by cousins Sawyer Hemsley and Jason McGowan in 2017 with the launch of their first store in Logan, UT (at the same time Hemsley was enrolled in college). Only four years later, the chain now has more than 200 bakeries in 32 states nationwide, according to the company's website, which makes it "the fastest-growing cookie company in the nation." You might be wondering how they did it, and the answer is one amazing cookie recipe, along with a genius branding and social media marketing strategy.

According to a release by Globe Newswire, every Crumbl Cookies store is designed differently, but all have an open layout, in which customers can see staff make fresh batches of mouthwatering cookies every day. The release, from a year ago in August 2020, likens each physical shop to an Apple store, with a bright, open concept and team members buzzing about to prepare goods for excited customers.

At the time of the release, the cookie chain only had 100 stores. This number has since multiplied to 248 stores in just a year, a remarkable feat. As well, customers can buy the gourmet cookies on their website too.

Crumbl is very tech-driven

As noted before, Crumbl Cookies has an impressively large social media following, with 1.9 million TikTok followers (and 19 million likes), plus 1 million Instagram followers. There even is a trending hashtag on TikTok, #CrumblReview, in which people film videos of themselves rating the chain's famous cookies — so far the hashtag has 114 million views. As stated, Crumbl does not participate in influencer relations, but social media stars like James Charles have even contributed to this series, which has also assisted in boosting the brand's reach.

Crumbl was able to amass its large social media reach in such a short period of time since its founders have backgrounds in tech and knew that they wanted to launch a company that was digitally advanced to keep up with national trends. Furthermore, in physical stores, assets like iPads and personal ordering kiosks ensure that menus are constantly updated, making the customer service experience much more seamless, according to The Silicon Review.

"From the beginning, Crumbl's mission has been to bring friends and family together over a box of the best cookies in the world — that mission still drives us today," McGowan told the magazine, further adding, "Crumbl prides itself on being an 'Instagram-able brand.' The business' social-heavy marketing strategy has proved impactful based on the brand's explosive growth. ... Crumbl likes to keep its online content trendy and fresh."

The menu rotates weekly, always offering something 'fresh'

Though Crumbl's first, and arguably most famous, cookie is its classic chocolate chip, the chain has plenty of additional tasty choices that delight a wide range of preferences, and even the pickiest eater can find something they like. And we're not just talking snickerdoodle and peanut butter cookies, either. Some recent additions have included Mango Frozen Yogurt and Kentucky Butter Cake, not to mention oldies but goodies like Funfetti and Coconut Lime (per Global Newswire), proving you'll never be bored with the plethora of flavor options at this cookie store.

There is a catch though — they change four to five of the menu flavors every week. This is both a controversial and well-known fact about Crumbl, always keeping it fresh with a quickly rotating menu that changes regularly. This tradition was established in late 2018, as the chain grew and so did its desire to try new flavors, according to the company's website. Yet, something that will always stay consistent on the Crumbl menu, however, is the fact that you can always get the famous Milk Chocolate Chip cookie, along with its Chilled Sugar cookie, any time of the year (via the Daily Herald).

The trademark pink boxes are both aesthetic and functional

Crumbl Cookies come in iconic pink to-go boxes that were designed with a purpose in mind. Their long shape makes them easily recognizable in public and perfect for an Instagram post. According to the company's website, co-founder Sawyer Hemsley designed the "first-of-its-kind" box with some Utah State University classmates in 2018 when Crumbl was still in its early stages. In an interview with BYU Scroll newspaper, the original owner of the location in Rexburg, Idaho, Erik Willis, stated, "When you see a pink box, it's Crumbl."

The boxes have become so iconic that there is a series on the brand's YouTube account called, "Unbox the Pink Box," where cookies are unboxed and run down in detail by members at Crumbl HQ.

And with how pretty the boxes are, you can't help just getting a single cookie — so it was a smart move, too! The box comes in a 4-count, 6-count, or 12-count size. So you have no excuse for not picking up some extra goodies for your friends and family when you make your next cookie run.

The company still needs to work on gluten-free and vegan offerings

Unfortunately, as trendy as they are, Crumbl Cookies doesn't appear to be aligned with food trends as the brand doesn't currently offer any gluten-free, vegan, or Kosher options, according to its website.

Many fans were all but demanding the company to introduce vegan and gluten-free options in this Instagram post, which was uploaded in March of 2019. To this day, cookies for these special dietary accommodations still do not exist.

And as touched on before, when someone goes into a Crumbl store, they likely aren't just going to get one cookie. They're going to bring home a whole pink box, and for now, friends and family members that may have special dietary needs will be excluded from the fun. For a brand that pumps out new flavor combinations every single week, hopefully that can be part of their creations coming soon. 

For now, you can try making your own copycat versions, like this recipe on Allergy Cookie. And here's to hoping Crumbl can soon make a chocolate chip cookie that everyone can enjoy!