A Phenomenon or Just Another Fad?

Do we, as humans, truly think for ourselves, or are our desires and decisions largely shaped by societal expectations and the pervasive influence of social media? The spiral effect of wanting what other people want has propelled the dessert industry to experience many fads that come and go through cycles of boom and bust. Is Crumbl Cookies just another fad that plays on these whims, or do they have an ace up their sleeve? Crumbl Cookies has grown exponentially since its humble beginnings in 2017. They currently sit atop a $1 billion cookie empire, operating over 1,000 stores (Mandaliya, 2024). This empire was crafted from an innovative marketing strategy that meticulously leverages social networks to grow. Crumbl’s success is not just about cookies—it is about branding, digital influence, and the strategic use of social media to create hype and demand.

What makes them different is that from their very beginning, harnessing social media has been at the center of their strategy. Crumbl is not just selling cookies; they are selling an experience. In a day and age where our lives are heavily influenced by social media, creating an experience is more valuable. Crumbl’s cookies are big and shareable, but they want their experience to be even more shareable and talked about ("The Hot Startups: Crumbl Cookies"). They aim to be part of the social conversation, where people connect over their ever-changing cookie flavors. As The Wall Street Journal notes, "It doesn’t matter where you are in America, you get the same lineup every week... It allows you to have a discussion about the cookies on social media whether you’re in New York or California" (Jargon, 2024). So how do they get people discussing their cookies? It starts the second a customer walks in—the mouthwatering smell of freshly baked cookies greets them. The store interior is minimally decorated, designed to focus attention on the open kitchen layout, where customers can see sheets of cookies being pulled fresh from the oven. Once an order is placed, the cookies come in an iconic pastel pink box, and the cookies themselves are designed to be photogenic ("BrandVM: The Rise of Crumbl Cookies"). Altogether, this makes the experience "all so Instagrammable" (Jargon, 2024). Crumbl encourages customers to share their experiences, and by doing so, they share the Crumbl brand. Crumbl often reposts customer content, which "boosts engagement but also helps build a community around the brand" ("BrandVM: The Rise of Crumbl Cookies"). When customers share their experience on social media, Crumbl taps into their personal networks, creating a word-of-mouth phenomenon that draws in even more customers. This effect is amplified by social media influencers, who make a living off sharing their experiences with their large audiences.

While the aesthetic branding and curated experience get people in the door and spark conversations, Crumbl knows this alone is not enough. That is where their secret weapon comes in: the weekly menu changes. "Each Crumbl location offers a rotating menu of unique cookie flavors, with only a handful available at any given time. This scarcity creates a sense of urgency and excitement—if you don’t get your hands on the latest flavor, you might miss out. This rotating menu concept is a key part of Crumbl’s strategy. By constantly introducing new flavors, Crumbl keeps customers coming back for more. The element of surprise and the anticipation of discovering what’s next are powerful motivators that drive repeat business" ("BrandVM: The Rise of Crumbl Cookies"). Crumbl has taken a play from the fashion industry by prioritizing scarcity over consistency, yielding higher retention rates. This strategy not only gets people returning for more but also fuels their social media popularity. The weekly rotation keeps online conversations active. "Crumbl’s weekly menu changes spark a constant flow of TikTok, YouTube, and Instagram videos featuring reviews of the latest cookie drops. The chain originally just shared its own content, but when it noticed that people were posting reviews of the latest cookies, Crumbl decided to latch on to that and repost them—good or bad. Crumbl says it sometimes gives vouchers or free cookies to people who post about the brand" (Jargon, 2024). This fuels the cycle of engagement and attraction, drawing in more people eager to try the new flavors and keep the hype alive.

Crumbl has done a fantastic job using social networks to engage their audience and keep them coming back. However, they are taking it a step further by analyzing audience data to "better understand the differences between their social audience and core customer base" ("StatSocial: Crumbl Uses Audience Data"). By understanding their audience, they can identify their primary customers and tailor marketing campaigns to target them more effectively. One case study from a tool Crumbl used states, "Audience data played a critical role in verifying the relevance of celebrity partnerships, such as the collaboration with Olivia Rodrigo, ensuring that partners aligned with Crumbl’s target audience" ("StatSocial: Crumbl Uses Audience Data"). These insights allow Crumbl to refine its marketing strategies, making more strategic decisions about future branding. This shift has "boosted new customer numbers. From an average of 80,000 new customers per week at the beginning of this year, Crumbl now sees around 130,000 new weekly customers" ("StatSocial: Crumbl Uses Audience Data").

Crumbl’s innovative model has rewritten the rules of leveraging social networks. They know how to use branding to lure in the new generation of buyers and have turned cookie shops from pit stops into destinations. However, all of this growth raises a looming question: how sustainable is this business model? Social media is fickle, and trends come and go. We have seen fads rise and fall in the past, from cupcakes to frozen yogurt. This makes Crumbl’s long-term position uncertain. Their future depends on their ability to maintain control over desires and decisions shaped by the pervasive influence of social media.