The Silicon Review
“Quality-related processes and policies have been in place since Crumbl’s conception and are critical to maintaining excellence — especially since the brand’s entire offering changes weekly.”
When it comes to cookies, tech isn’t always the first thing that comes to mind. However, technology over the years has changed how we produce and find our cookies through applications, robotics, and data.
In light of the foregoing, we’re thrilled to present Crumbl Cookies —America’s fastest-growing gourmet cookie delivery and takeout company.
It was incorporated in 2017 and is headquartered in Orem, UT.
Jason McGowan, Crumbl Cookies Co-founder and CEO, spoke exclusively to The Silicon Review. Below is an excerpt.
Q. What motivated Crumbl to enter the cookie business?
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; two and a half years later.
All Crumblcrazed fans are served gourmet cookies, made fast, fresh, and warm. Milk chocolate chip and chilled sugar cookies are always on the menu, while 120+ specialty flavors rotate weekly. Crumbl stores are unique. The brand’s open-kitchen concept is all about transparency — customers can see their Crumbl Crew mix, bake, and prepare fresh cookies from start to finish!
Q. Production processes need to be as effective as possible, with real-time data and track and trace information. How does Crumbl make use of technology to optimize its production process?
Crumbl is a tech-driven bakery. Customers enjoy a seamless ordering experience on the Crumbl app or website, while bakers access recipes and cookie data on the iPads mounted to kitchen walls. Digital menus and ordering kiosks are controlled by corporate to ensure that needed companywide content updates are instantaneous and cost-effective for franchise partners. Corporate’s internal dashboard keeps data top-of-mind given that individual cookie costs, sourcing info, waste metrics, and more are all accessed in one centralized space.
Q. To maintain freshness, Crumbl needs to bake frequently, making it difficult to work ahead or take time off. Given that, how does Crumbl maintain product quality?
Quality-related processes and policies have been in place since Crumbl’s conception and are critical to maintaining excellence — especially since the brand’s entire offering changes weekly. Once a new cookie flavor is released, all bakers are required to perfect their role in the cookie’s creation, (be that mixing, balling, or dressing), before serving customers. As an additional layer of assurance, corporate’s establishment of a quality team ensures that cookie, brand, and operational quality are measured every few days via internal ‘pass-offs’, customer reviews, and in-store feedback. In a franchise-model business, it’s critical that the corporate and each location work hand-in-hand this way to provide a consistent and perfected experience to each Crumbl customer.
Q. How did Crumbl get its name?
Only the best cookies are soft and ‘Crumbly’ — Crumbl’s name and offering go together perfectly!
Q. What are the factors that affect Crumbl’s cookie pricing?
Crumbl only uses the highest quality ingredients in each batch. The difference is obvious by your first bite! The brand’s experience and offering is truly gourmet — cookies can be picked up fresh or ordered for delivery, curbside pick-up, and nationwide shipping. All of these considerations – as well as local operating costs — are examined when establishing territory pricing.
Q. How does Crumbl market its services?
Crumbl prides itself on being an ‘Instagram-able brand’. The business’ social-heavy marketing strategy as proved impactful based on the brand’s explosive growth. Consistent content creation and management on Facebook, Instagram, Twitter, LinkedIn, TikTok, and more serve as educational and re-engagement tactics for both old and new customers — Crumbl likes to keep its online content trendy and fresh. Followership and engagement metrics on all active platforms make significant jumps weekly. In addition to Crumbl’s organic social strategy, the brand actively engages in SEO/SEM tactics, PR strategies, content marketing, influencer outreach, and more at both the local and national levels.
Q. Does Crumbl have any new services ready for launch?
Continuous evolution is part of Crumbl’s brand identity — new product offerings and services are always in motion. Without giving too many trade secrets away, know that features customers have been screaming for (in addition to those they haven’t even thought of yet) are already in motion.
Q. What are Crumbl’s trajectories for the next 5 years?
Crumbl has achieved mind-numbingly-impressive growth since its inception. The franchise-model business now has over 100 stores operating in 17 states, with another hundred in the pipeline. Those metrics, along with positive and consistent sales stats are proving steadfast, despite the social and economic challenges that have presented themselves recently.
Q. What’s next for Crumbl?
The #pinkbox’s global expansion, of course!
Mr. McGowan & Mr. Hemsley: The Brains Behind the Crumbl Success
It all started with one big dream, two crazy cousins, and the perfect combination of flour, sugar, and chocolate chips. After thousands of dollars in the wasted dough, recipes that did not live up to their expectations, and cookies that were just plain embarrassing to them today, the cousins decided to try something a little unique. Jason McGowan — Crumbl’s Co-founder and CEO — came from the tech industry, so A/B testing their way to the perfect cookie felt like the right approach. The cousins continued testing ingredients and baking methods until they came up with, (what they believe is), the world's best chocolate chip cookie. The very first Crumbl bakery opened in 2017 in Logan, UT while Sawyer Hemsley (the other cousin), Co-founder and COO, was attending Utah State University. Since then, the bakery franchise has expanded across several states in the United States.