The $1 Billion Cookie Empire That Teens Loveand Parents Hate

Crumbl, founded in 2017 by Jason McGowan and Sawyer Hemsley, rapidly grew through social media marketing, targeting teens with FOMO, collaborating with celebrities, and introducing new cookies weekly, generating $122 million in revenue.

View Article

*Source: https://www.wsj.com/business/retail/crumbl-cookie-shop-teens-parents-62c374ca?mod=business_feat1_retail_pos1

Crumbl is a company that quickly grew and is now prevalent in the United States through their promotion of their products with social media, namely TikTok and Instagram. Crumbl is owned by Jason McGowan and Sawyer Hemsley, and it started in 2017 in Utah. Crumbl’s main target audience is teen girls who have fear of missing out, or FOMO. Crumbl utilizes social media, posting cookie reviews and photos related to their cookies, getting views to make the viewers try the cookies. 

Crumbl’s quick gain of fame in their market allowed them to work with celebrities including Olivia Rodrigo and Kylie Jenner as their collaborators. However, Crumbl’s growth did not happen overnight. McGowan and Hemsley first started giving out cookies nearby gas stores, and they could gain customers near their neighborhoods. Then, they began to promote their products through social media, which gained them fame in their brand. Crumbl makes new types of cookies each week, which gives excitement to the customers. With their interesting marketing strategies, Crumbl made $122 million in revenue last year, and their company is growing in the US, Australia, and in the U.K.