Crumbl: A Case Study for Success in the U.S. Market

Crumbl is the perfect example of how a seemingly simple and undifferentiated product like cookies can be transformed into a mass phenomenon. Founded in Utah in 2017, the company has grown into a franchise with over 1,000 stores across the United States in just a few years, generating annual sales exceeding $1 billion.

The key concepts of this article go beyond the specific case, serving as a business case to highlight the importance of certain competitive success factors for entering the U.S. market:

• Selecting the target consumer audience within the vast U.S. market;
• Deciding on the product's positioning based on its features and the target audience's values;
• Developing a communication strategy focused on the channels frequented by the target audience;
• Social Media = MUST (from Facebook to Pinterest, depending on the audience);
• Storytelling = MUST;
• [Mini] Influencers = MUST;
• Establishing an in-house team to manage social media;
• Engaging with the target audience for product development and post-launch engagement;
• eCommerce is useful but not always; brick-and-mortar stores are increasingly popular with Gen Z and Alpha;
• Perfect execution (logistics, customer service, sales systems, etc.);
• Maintaining constant contact with the target audience to adapt product offerings for the U.S. market.

Weekly Menu Changes: A Key to Crumbl's Success

One of the chain's most critical success factors is its weekly rotating menu. Crumbl introduces about six to eight new cookie flavors each week, announcing them on Sunday evenings so customers know what to expect the next morning. This business model creates excitement and fuels the "fear of missing out" (FOMO), especially among younger consumers.

There are additional reasons behind Crumbl’s success in the U.S. market, which we explore in this article.

Winning Over U.S. Consumers with TikTok

Crumbl’s approach to the U.S. market is crystal clear: it doesn’t just sell cookies; it offers an experience that includes, but is not limited to, cookies.

Every detail is meticulously designed to capture the audience's attention and make them part of a viral phenomenon. The brand maintains a 30-person team dedicated exclusively to social media, responsible for filming and photographing the cookies of the week and responding to messages and comments 24/7.

The stores themselves are designed as open-concept kitchens, allowing customers to see how their cookies are made. The digital channel where Crumbl invests most of its resources is TikTok, the go-to platform for Gen Z and Gen Alpha. With 9.6 million followers, Crumbl surpasses Starbucks, which focuses more on Instagram, where it appeals to a Millennial audience (17.8 million followers compared to Crumbl’s 6.1 million).

Even TikTok seems unable to resist Crumbl reviews. These posts generate so much engagement that they dominate the "For You" pages of millions of American teens and children.

Understanding Your Target Audience to Generate Sales in the U.S.

Crumbl cookies complete the triad of adolescent obsessions fueled by the Internet, alongside Sephora skincare products and Starbucks sugary drinks.

It’s nearly impossible to browse social media without being bombarded by viral products. Approximately 15% of American teens use YouTube almost constantly, and 16% are on TikTok all the time (Source: Pew Research). Even young adults' purchasing decisions are influenced by TikTok trends.

The appeal of Crumbl goes beyond the flavor of its cookies (which, for the record, can contain up to 80 grams of sugar and more calories than a Big Mac).

For customers entering a Crumbl store, aesthetics are everything: cookies are decorated with pastel glazes and colorful sprinkles and sold in pink boxes designed in collaboration with none other than Pantone. Everything is highly Instagrammable and so "aesthetic" that buying these cookies has become a moral imperative. Nutritional impact aside, American kids and teens want and demand Crumbl.

Understanding one’s target audience and anticipating demand is essential for success in a market like the United States.

Influencer Marketing in the U.S.: Collaborations with Gen Z Celebrities

Crumbl completes its winning formula with influencer collaborations. The chain partners with iconic Gen Z figures to earn their trust, proving that influencer marketing remains powerful for both direct-to-consumer brands and consumers.

For example, Crumbl partnered with pop star Olivia Rodrigo to create a sandwich cookie featuring two purple vanilla cookies with sprinkles, layered with triple-berry jam and vanilla cream. Another collaboration with Kylie Jenner and her beauty brand, Kylie Cosmetics, saw the release of limited-edition cookies.

Crumbl: A Model for Selling Directly to U.S. Consumers

Crumbl’s marketing model is highly intelligent: every cookie, essentially a limited edition, feels exclusive. As a result, customers feel compelled to rush to the store to try them.

On TikTok, dedicated accounts showcase the brand; on Reddit, fans spend hours guessing upcoming flavors; and Instagram overflows with photos of pink packaging that generate even more interest in these cookies.

In conclusion, Crumbl has turned a simple product into an American obsession, proving that to build a successful business, you need to create anticipation, generate desire, and dominate the conversation. It’s an excellent example for anyone looking to enter the U.S. market.