How Crumbl Cookies Suddenly Became So Popular

The COVID-19 pandemic shifted the way people found out about different types of food. Especially at the point where stay-at-home orders were put into place, many turned to social media sites like Instagram and TikTok to check out new food places, recipes, and even see some of the most interesting food combinations (taco pickles, anyone?) to try at home. 

While many restaurants were also pivoting to take-out and delivery models, some used social media to become increasingly popular. Such is the case for Crumbl Cookies, a cookie company that was launched in 2017 that saw a massive jump in sales over the last year. The Takeout notes that this brand had a 93% year-over-year growth, making it one of the highest performing new businesses. The reason, says the outlet? Its ability to tap into those who like to ogle at food content, which the brand constantly creates and posts on its super popular TikTok account, boasting 1.8 million followers. 

While Crumbl Cookies has competition, especially in the "cookie drop" arena, the brand's TikTok account helped them capitalize on the brand name. Crumbl posts tips and tricks for frosting, how-tos, and, of course, melty, gooey pull-apart video shots that would make even the most stuffed person want to make room in their belly for one of these cookies. A rotating menu and a stunning pink box round out the reasons that Crumbl is so desirable, along with its shipping and delivery model. 

These gourmet frosted cookies were the recipient of the perfect storm of success, as The Takeout put it — increased time on phones and social media apps due to the pandemic, as well as the consistent desire for comfort food. Both of which aided Crumbl Cookies in their quest to grow from a business started by two cousins in Logan, Utah into the multi-million dollar operation it is today, per the brand.

Because of its success, the brand has grown into 200 storefronts that operate in 32 states. Now, that is how the cookie crumbles.