The Analytics Behind Crumbl Cookies’ Explosive Growth

From 1 location to 860 and counting in just 5 years. We charted the explosive growth of Crumbl Cookies.

If you haven’t heard of Crumbl Cookies, you probably will soon. The brand’s growth has been remarkable and they’re blanketing the country with locations.

Dessert-inspired concepts are not unique, nor are cookie concepts. A few already at scale are:

• Insomnia Cookies: ~250 locations; in business since 2003
• Great American Cookies: 400+ locations; in business since 1977
• Mrs. Fields: 130+ locations; in business since 1977

How did a company — led by founders with no background in baking or food science — break through the noise and grow to have more locations than these 3 competitors combined in just 5 years?

Crumbl has opened more stores in the last 9 months than Insomnia in the last 20 years

We broke down the analytics behind the why, where, what, and how of Crumbl’s growth:

• Why have they been able to stand out in a crowded industry?
• How have they grown so fast?
• What has been their expansion strategy?