How TikTok’s favourite cookie brand could benefit from a bite of inclusivity…
📸: Crumbl Cookies US logo (from Facebook)
Let’s talk about Crumbl Cookies 🍪.
Crumbl Cookies has taken the U.S market by storm, becoming a nationwide obsession since its humble beginnings in 2017.
Founded by cousins Sawyer Hemsley and Jason McGowan in Logan, Utah, Crumbl quickly captured fans’ hearts (and taste buds) with its open-concept kitchens, constantly rotating weekly menu of unique flavours, and massive, gooey cookies that are as visually appealing as they are indulgent.
But Crumbl’s true viral magic began to unfold on social media—particularly TikTok—where users couldn’t resist sharing unboxing videos, flavour reviews and reactions to that fresh-out-of-the-oven goodness.
📸: Crumbl Instagram
From local bakery to National phenomenon…
Starting out with just one store in Logan, Utah, Crumbl now has over 700 locations across the U.S. Part of their massive growth is thanks to the endless variety of flavours they offer, from funfetti and churro to fan-favorites like chocolate chip and cookies & cream.
The brand has even earned a near-cult following for its playful “Mystery Cookie” option, which adds a surprise element to the weekly menu. But it’s not just the flavours that keep fans coming back—it’s the fact that every experience feels like a new adventure.
Crumbl’s “big pink box” has become a signature aesthetic, almost synonymous with indulgence and share-worthy moments.
TikTok: the secret ingredient in Crumbl’s growth recipe
Social media, especially TikTok, has been Crumbl’s not-so-secret weapon. Content creators and consumers love unboxing their cookies, dissecting each flavour and sharing their taste-tests. Personalities like Trisha Paytas have reviewed Crumbl’s weekly cookie collections, adding serious weight to the brand’s social presence and engaging millions of potential new fans. Videos tagged with #CrumblCookie have garnered billions of views, fuelling the brand’s pop-culture presence and establishing them as a mainstay for cookie lovers of all ages.
Right now, creating in-store experiences is real value to a brand and it help enhances customers loyalty. They’ve tapped into that and have been inviting customers in for the whole in-store experience. The brand has transformed into something more than just cookies. It’s a social event, a sensory experience and a digital phenomenon—all rolled into one.
Not all cookies crumble the same… (yeah, our puns are unreal 😂).
Yet, despite the waves of love and loyalty that Crumbl receives, there’s also a growing undercurrent of criticism. Not everyone’s as sweet on their cookies, and it’s not just about taste.
The brand has faced backlash for its lack of diversity in marketing. Their content predominantly highlights a specific demographic, often neglecting reposts or engagements from diverse communities. By limiting its focus, Crumbl risks alienating these customers and missing out on the opportunity to build an even larger, more inclusive fanbase.
For a brand (we’re assuming) who’s looking to expand internationally, addressing these gaps can only strengthen its market presence. Studies show that inclusive brands build better loyalty, widen their reach and resonate more deeply with a diverse audience base.
As we’ve said before, inclusivity isn’t just a tick box exercise—it’s an essential component of successful brand growth. You don’t even have to lose who you are at your core to reach sub-cultures and communities.
📸: The REAL Crumbl AUS Instagram account
Lessons from an international PR scandal
Inclusivity and representation aren’t the only topics where Crumbl could benefit from taking a proactive approach.
Recently, Crumbl found itself in the headlines in Australia and globally —but not in the way they hoped. A separate company posed as Crumbl, using similar branding on the social media channels and flew from Australia to get Crumbls and brought them into the country to resell.
This led to confusion, fan disappointment, a series of frustrated customers and most importantly a health concern. Crumbl had to step in, clarify the situation and address the imposter issue directly - serving as a reminder of how essential it is to protect a brand’s reputation at every level.
While Crumbl’s transparency in handling the situation helped clarify the misunderstanding, the debacle highlights the importance of clear and direct communication, especially on an international stage.
🇦🇺 However, it’s since been announced that the company will be OFFICIALLY launching in the country and started a new Instagram to announce the news.
That is what we call, a great reactive marketing and PR strategy!
The missed opportunity: why inclusivity matters
We think Crumbl is at a pivotal point in their growth and expansion : it has the U.S. market wrapped around its big pink boxes and is exploring opportunities for international expansion. But with this potential for growth comes an essential question:
How will Crumbl evolve to engage with different communities and cultures?
Diversity isn’t a trend; it’s a fundamental ingredient for brands aiming to thrive in today’s globalised world. Brands that don’t evolve with the times risk losing market relevance and find it harder to reconnect with customers they’ve left behind…. just look at Ted Baker.
There are ways Crumbl can approach this that would feel natural to their brand and resonate with their core customers. It’s simply about tailoring their content to appeal to broader demographics. It could help build a more loyal and dedicated fanbase - but also address the criticism it’s curently getting, that seems to be gaining the same, if not more attention and engagement.
Which is also a little bit counterintuitive, as some people are now vowing to no longer eat Crumbls or buy the brand. But, on the flip side, it’s sending more people to go to store and buy the cookies.
Let’s be real here, we understand that not everyone is your customer, but also when you don’t listen or pay attention to customer feedback, it can hinder brand reputation. This doesn’t mean you have to shifting away from your audience. In Crumbls case they’ve already captured a cult like following; but it does mean widening the circle to create a more diverse community that supports and celebrates the brand.
It’s time to embrace inclusive marketing
Crumbl has tapped into a winning formula - their viral, have a cult like following and have created demand for their product! You can’t deny that. But, the path to sustained success includes leaving room for diverse representation.
For brands of any size, authenticity in marketing is not just about who you want to reach but about recognising and valuing everyone in your audience. The truth is, inclusivity doesn’t dilute a brand’s identity—it amplifies it.
By expanding the communities you speak to and featuring more diverse voices, you and (even Crumbl) can foster genuine connections that last well beyond a trend, a TikTok video or even a cookie.
You have to start taking some responsibility to connect meaningfully with all audiences—and those who embrace this are the ones that will continue to stand out.
