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Library/Food & drink/Crumbl Cookies
Grade A25 sourcesHIS-01257

Crumbl Cookies

Food & drink · 2017 · Niche

35Editable slideCertificate

Weekly cookie drops and customer reviews accompanied Crumbl’s growth to 1,000 stores.

Crumbl's rotating cookie flavors on a pink background, from the company's own site.
Crumbl
Cookies in an open Crumbl pink box.
Steve Rainwater
Crumbl's pink boxes in several sizes.
Revoleikooc
Crumbl's oversized cookies on a pink 'nom nom nom' backdrop.
The New York Times via The Salt Lake Tribune
Assorted Crumbl cookies with pink and pastel frostings.
ABC News
A Crumbl storefront, shared when the chain opened its 1,000th store.
Crumbl / LinkedIn
Crumbl co-founders Jason McGowan and Sawyer Hemsley with pink Crumbl boxes.
Forbes
A Crumbl Cookies storefront at dusk.
Restaurant Business
A Crumbl employee boxing cookies in the chain's pink packaging.
The Herald Journal

Spread Score

How it works
Reach23Contagion35Breadth80Velocity0Longevity3535

Numbers

Milestone date
Feb 28 ’24
Sep 2017 to Feb 28 ’24
Platforms
7
Started on Retail
Origin
Mixed
Food & beverage

Mechanics

  • Daily ritualPrimary
  • Scarcity drop
  • Visible in use
  • Platform jump
  • Press loop

How it spread

Trace the origin

Crumbl opened in Utah, then added weekly flavor drops. Customer TikTok reviews spread alongside brand posts and paid ads. The chain announced 1,000 stores at the milestone anchor; a later Sydney pop-up and Dove collaboration reached other audiences.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Wikipedia viewsJun ’17Apr ’18Jul ’19Dec ’20Jun ’21OctJun ’22DecAug ’23Jul ’24DecNov ’25MilestoneRetailTikTokApp storesPressAudioTVOpen web
RetailTikTokApp storesPressAudioTVOpen web

13 more events on this chart

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Timeline (16)

  1. September 2017

    Jason McGowan and Sawyer Hemsley seed · Sep 2017

    Crumbl opened its first store in Logan, Utah, selling milk chocolate chip cookies.[1][2]

    Open the first post ↗

  2. By end of 2018

    Crumbl owner response · By end of 2018

    Crumbl introduced a rotating menu and developed its four-pack pink box during the year.[3][2]

    Crumbl's oversized cookies on a pink 'nom nom nom' backdrop.

  3. February 2021

    Crumbl owner response · Feb 2021

    Crumbl’s Strawberry Toaster Tart video became its first viral TikTok, according to its PR manager.[4][5]

    Assorted Crumbl cookies with pink and pastel frostings.

  1. owner response · Mar 2021

  2. platform jump · May 2021

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Why it worked

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  1. 1
  2. 2
  3. 3

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Origin
Mixed
Sector
Food & beverage
Region
US
Reported figure
—
Evidence
Grade A

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