Crumbl Cookie Craze

 

The brand that I selected is Crumbl Cookie. Currently, people are obsessed with the idea of Crumbl Cookie and can’t get enough of them. Weekly, Crumbl produces five new flavors of cookies as well as their signature chocolate chip cookie. Every Sunday night, the company will post on all of its social media platforms the five new flavors of the week. The internet goes crazy over these new weekly flavors and even will complain if they are a couple minutes late from posting the menu. I was interested in this brand and product because who doesn’t love a warm and tasty cookie after a hard week of school? Crumbl is always a safe place for everyone, and I found the whole idea of the company very interesting especially since they change their flavors weekly.

Crumbl Cookie brand proposition from the beginning has been to bring friends and family together over a box of the best cookies in the world. They are focused on making their product something that everyone can enjoy and come together as a whole.

For the most part, Crumbl receives positive comments on its social media accounts. One positive comment from a.hibbard wrote, “Best week of cookies so far absolutely incredible!” Crumbl wrote back to them, “We’re really proud of this lineup…”. Another positive comment from georgia_peach456 wrote, “Do I have a Crumbl near me? Yes. Am I going to pay to have 12 sea salt toffee cookies shipped to me? ABSOLUTELY!!!!!” Crumbl responded back with a series of celebrating emojis. Responding to positive comments like these not only makes the consumer excited, but it’s great feedback for Crumbl to hear that their hard work is paying off. However, sometime Crumbl does receive negative comments. One user named stardew.npc wrote, “I prefer cookies without metal in them”. It’s unclear if metal was found in a Crumbl Cookie, but comments like these keep Crumbl busy at work making sure that they are consistently producing quality products for their customers. 

The product, services, and message that Crumbl is trying to sell to consumers is a box of cookies that brings together families and friends. On social media, the same message of being united together is being promoted with hashtags such as #CrumblTogether or #CrumblReviews to not only promote eating Crumbl together but also ensure that they are promoting a quality product consistently nationwide.

Crumbl Cookie's use of marketing across several social media platforms has skyrocketed in the last six months. They have a heavy investment in technology which has allowed them to push Crumbl to its current growth pace. Crumbl is the definition of remarkable. They have organically created a cookie empire that is known for its dominant growth in the past couple of years. Crumbls use of heavily investing in their social media and their unique way of promoting their product is unmatched. For example, the article, “Crumbl Cookies Rises from Emerging Brand to Category Leader”, discussed how quickly Crumbl gained a following. Crumbl’s account was named “The fastest growing social media network of all time” in February and gained 2 million followers in six weeks. As well as had twenty-six million likes on the app by September. A couple of unique ways that Crumbl was so successful through their social media is that they showcase each flavor with a unique storyline, incorporate merch drops, create weekly productions for the new flavors, and use hashtags such as #CrumblTogether to promote their product. The marketing challenge that is facing the brand would be not accommodating to all dietary needs such as gluten-free, vegan, and kosher. They have faced a lot of backlashes recently since they promote their company being a place where all can gather to eat a cookie, but not everyone especially those with dietary restrictions is included in the fun.

As of now, the company has not commented on anything regarding dietary issues. It has caused a lot of people across the internet to bash Crumbl saying that they are “being exclusive” and “not catering to everyone” according to Tik Tok comments. I think that Crumbl needs to step up and address this issue to not just cater to all but to expand their company and product line.

If I was the brand manager, I would have gone to the CEO about this issue to hopefully make an impact and create a change in the company. Dietary restrictions are such a serious issue that it’s embarrassing that Crumbl hasn’t even put a statement out regarding this issue. I would respond to the customers by saying, “Hello there we are working on this concern and will be publishing a statement regarding this issue shortly”.

I learned from this assignment the importance of using social media to its fullest potential when starting a business or promoting a product. What sets Crumbl Cookie apart from other companies is that they really invested in a great social media team that is innovative, creative, and has unique ideas that set them apart from any other company. Their social media has been a key factor in expanding their business across the nation and has really reminded me how important it is to use social media to promote yourself and your company.

Sources:

https://www.qsrmagazine.com/exclusives/crumbl-cookies-rises-emerging-brand-category-leader

https://www.mashed.com/480094/the-untold-truth-of-crumbl-cookies/

https://www.mashed.com/276377/the-best-store-bought-cookie-dough-ranked/