Courtesy of Crumbl

In the years leading up to Crumbl, I was a student at Utah State University. I was focused on my studies, but I always had an entrepreneurial itch. I was constantly thinking about how to create a brand that didn't just sell a product, but created a repeatable, high-quality experience. I was young, ambitious, and ready to build something, though I didn't know yet that a cookie would be the catalyst.

Men on a mission

It truly was a "quest." Jason and I weren’t professional bakers, so we approached it like a science experiment. We spent thousands of dollars on ingredients and tried countless iterations. We would bake two batches, take them to gas stations or grocery stores, and ask random strangers: "Which one do you like better, A or B?" We tested everything from the type of flour to the chill time and the specific chocolate chip. That "A/B testing" mindset is how we landed on the Milk Chocolate Chip recipe that started it all. We didn't launch until the public told us it was perfect.

The first Crumbl

The Logan shop was unique because we wanted to strip away the mystery of baking. Most bakeries have a back-of-house where the magic happens, but we wanted people to see the cracked eggs, the bags of flour, and the cookies being balled right in front of them.

Courtesy of Crumbl

What made it special was the open-kitchen concept. We wanted the customers to be part of the process. Also, at the time, we only served one thing: the Milk Chocolate Chip cookie. This transparency not only created an engaging, sensory experience, but also gave people a look into the quality and care that goes into each Crumbl cookie. 

Scaling up success

Three things from Logan became the "Crumbl Standard" as we went national:

• The Open Kitchen: This creates trust and a sensory experience (the smell is our best marketing).
• The Tech-First Approach: From the beginning, we leaned into tech to make ordering seamless.
• The Pink Box: We knew the packaging had to be as iconic as the cookie. It was designed to be "photo worthy" before that was even a common business strategy. The pink box is truly recognizable from across the street.

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Lessons learned and next steps

We learned early on that we have to listen to our "Crumbl Crew" (the franchise partners and bakers) because they are the boots on the ground. Any extra insights I get from them now, and could get earlier on too, are incredibly valuable. They’re a key part to delivering what our Crumbl fans want and love. 

We are continuing to grow internationally and excited to share our love of cookies and desserts to more people around the world. We are also bringing to life new innovations and iterations of what Crumbl fans have been loving lately. I can’t share more than that, but you can be sure it’ll be delicious.  

Courtesy of Crumbl

My biggest piece of advice is to start with the why and focus on the who. Don’t just try to sell a product; create a moment for your customer. We tested our way to success by being willing to hear "this cookie isn't good enough" until we got it right. If you’re passionate and obsessed with the details, the "empire" part will follow the quality.