How Crumbl Cookie’s Amazing Marketing Strategy Keeps Customers Obsessed

If you’re a foodie, on TikTok, or a foodie on TikTok, surely you know all about Crumbl Cookie and their delicious cookies! But, what is Crumbl Cookie?

The goal was to bring people together by creating large, delicious cookies to share that left “crumbs” everywhere–hence, the franchise name.

The duo's initial focus was on perfecting their chocolate chip cookie recipe.

Fast forward seven years, 200 flavors, and 1071 stores later, Crumbl Cookie has become an international success! 

Customers can’t get enough of Crumbl Cookie’s weekly rotation of exciting new flavors. And, of course, their infamous chocolate chip cookie. 

How did this cookie company become one of the fastest-growing restaurant chains in the nation? Let’s discuss how Crumbl Cookie’s marketing strategy has helped them remain competitive.

Unique Selling Point - Scarcity

If you’ve ever found yourself craving a cookie from Crumbl Cookie, you’re not alone! This cookie brand has taken the dessert world by storm, and a big part of their success comes from their use of scarcity.

The limited-time flavors have created an irresistible sense of urgency for consumers to act fast. This fear of missing out (FOMO) keeps cookie lovers coming back for more.

Just like Starbucks has seasonal drinks, Crumbl Cookie has holiday-themed cookies that get everyone excited. It’s all about creating that buzz!

For example, Crumbl Cookie incorporated holiday-themed cookies in December. These flavors included frozen hot chocolate, cranberry white chip, and holiday confetti, embodying the holiday spirit and fostering joy. 

It also encourages repeat visits and strengthens customer bonds with the Crumbl Cookie brand.

Unique Selling Proposition (USP) is what makes your product special and why customers should choose you over others. For Crumbl Cookie, their USP is clear: they offer a rotating selection of delicious cookies you can’t find anywhere else. 

If you don’t try them while they’re available, you might miss out!

To define a strong USP, it’s important to know your audience and what they want. Crumbl Cookie has done their homework by understanding customer preferences and trends, which helps them create flavors that resonate with fans.

They also focus on what makes their cookies unique—the excitement of trying something new each week.

Crumbl Cookies has mastered the art of building a strong brand identity through scarcity and a well-defined USP. By focusing on what makes them unique and consistently delivering tasty experiences, they’ve created a cookie empire that keeps fans craving more. 

So, the next time you see a limited-time flavor, don’t wait! Grab it before it’s gone!

Learn more about identifying your unique selling point to stand out in the competitive landscape.

Strong Brand Identity 

Whether through TikTok, Instagram, or personal experience, you’ve likely seen Crumbl Cookie’s iconic pink boxes.

They have become a symbol of excitement and indulgence for Crumbl Cookie fanatics. 

So what makes a pink rectangular box so special? Why does everyone talk about or even care for it? 

Well, the packaging was selected based on a feeling it evoked—similar to a flower box. 

While that may seem like an odd comparison, opening a flower box evokes a niche feeling: One of warmth, joy, and excitement. That’s exactly what the founders wanted their customers to feel when they opened their pink boxes to see perfectly curated cookies. 

Crumbl Cookie’s marketing and branding are all about simplicity. The sleek and modern look of their stores, their signature logo, and the consistent use of light pink not only make their brand instantly recognizable but also super Instagrammable!

They even dropped “Cookie” from their name and just went with “Crumbl” for a cleaner and easier brand identity.

And let’s talk about those cookies! They’re not just big and delicious; they’re also a feast for the eyes! With vibrant colors, mouthwatering toppings, and that giant size, they practically scream, “Come get me!” It’s no wonder fans are excited to snap and share.

Their unique branding keeps cookie lovers coming back for more. Most importantly, they position themselves as a fun and indulgent experience, making their brand feel like a treat in itself.

Building a memorable brand doesn't have to be complicated. Just stay true to what you believe in, and don’t forget to sprinkle in some fun along the way!

Learn different methods on how to build a strong brand identity in marketing.

Organic Growth

“Let’s try this week's Crumbl Cookie lineup!” 

Maybe you’ve heard this before if you’re on the mukbang side of TikTok or just simply love sweets!

Crumbl Cookie has mastered the art of organic marketing, especially on TikTok, where cookie lovers are sharing their taste test experiences in droves. 

Have you noticed how TikTok users are going wild for Crumbl Cookie reviews? From ASMR-style munching to enthusiastic verbal breakdowns, these micro-influencers have turned cookie tasting into an art form. It’s not just about the cookies; it’s about the experience!

Crumbl Cookie encourages this organic buzz through innovative Crumbl Cookie marketing strategies, like offering collaborations to content creators. This approach not only engages existing fans but also attracts new ones, creating a community of cookie enthusiasts.

Crumbl Cookie’s marketing is refreshing compared to the usual ads we see everywhere. They rely on real reviews and word-of-mouth, which helps build trust. TikTok users can watch regular people share their favorite flavors, and that makes everyone want to join in on the fun.

So, how can you channel that energy and boost your own organic reach on social media?

Start by honing in on the platforms where your audience hangs out—like TikTok for Crumbl Cookie. Make your profiles pop with eye-catching visuals and relevant keywords. 

Share content that stays relevant over time, and remember: quality beats quantity every time! 

Use targeting features to ensure your posts reach the right crowd, and don’t be afraid to experiment with posting during off-peak hours to stand out.

Keep your content fresh and exciting by mixing in videos, images, and polls. Promote your social media presence everywhere—on your website, in emails, and even on business cards. And don’t forget the golden rule: balance your posts! Aim for 80% valuable content and 20% promotional.

Learn more about how you can master organic marketing to increase your reach and solidify your loyal base of customers.

Partnerships and Collaborations

If you've heard of Crumbl Cookies, you’ve likely seen some of their major partnerships and collaborations.

Crumbl Cookie’s marketing strategy has extended to creating cookies based on the concept of a celebrity or well-known product. 

Crumbl Cookie has collaborated with big names like the Jonas Brothers, Olivia Rodrigo, and Jimmy Fallon to create their own signature cookies. These partnerships generate excitement and urgency among fans, making it hard to resist trying the latest flavors.

One standout collaboration was with Kylie Jenner, who worked with Crumbl Cookie to launch a special ‘palette’ of cookies that coincided with her new Skin Tint Blurring Elixir. The one-day pop-up in West Hollywood attracted huge crowds, showcasing how effectively Crumbl Cookie leverages influencer power to attract new customers.

Additionally, companies like Reeses Pieces have worked with Crumbl Cookie to enhance the appeal of their peanut butter cookie. People who know and love Reese's pieces will assume Crumbl Cookie will provide a similar experience.

What makes these influencer partnerships so effective is the authenticity they bring to the brand. Consumers trust recommendations from their favorite celebrities, which helps Crumbl Cookie build a loyal customer base. It’s clear that these collaborations are not just about cookies; they create a sense of community and excitement around the brand.

Learn more about the importance of influencer partnerships on your brand.

The Social Media Geniuses 

One of the standout components of Crumbl Cookie’s marketing strategy is its impressive presence on social media. With over 9.7 million followers on TikTok and 6.1 million on Instagram, it’s clear that they know how to capture attention and engage their audience!

So, what’s the secret? If you take a look at their feeds, you’ll find high-quality content that almost makes you taste the cookies through your screen. In short video snippets, you can watch these delectable desserts being made to perfection. 

From being pulled fresh out of the oven to being drizzled with frosting and beautifully plated, each clip is a visual treat. Who wouldn’t want to try these cookies after seeing that?

Crumbl Cookie is also incredibly customer-centric. They genuinely want to hear from us, the consumers, about what flavors we miss or didn’t enjoy. This openness to feedback is a key part of their operations. They can easily rotate flavors without facing excessive pushback, keeping things fresh and exciting for their fans.

Crumbl Cookie’s marketing team works towards engaging with their online community to build trust and relations. They also build anticipation around their Sunday drops–the day they announce the upcoming week’s dessert lineup. 

They cleverly tease the lineup with extreme close-ups of the cookies, intriguing story posts, and playful hints in response to comments from eager fans begging for their favorite flavors to return. 

By the time Monday rolls around, customers can hardly contain their excitement! Everyone, including myself, is flocking to get their hands on those iconic pink boxes.

Learn more about the marketing strategies of how to increase demand for your product or service.

Let’s Stop Talking. Let’s Get Crumbl Cookie!

It’s safe to say that Crumbl Cookie’s marketing efforts are nothing short of genius! Like their chocolate chip cookie, they have perfected their recipe for a successful company. 

By focusing on the scarcity of the desserts and maintaining their strong brand identity, the demand for Crumbl Cookie will remain high and competitive.

Their ability to resonate with consumers online through direct engagement and adapting to their preferences is nothing short of admirable. It is the reason for their loyal cookie community. 

Their delicious desserts and creative strategy is why Crumbl Cookie will remain a favorite staple among foodies for years to come!

✍️ Written by Isabella Pontius