The iconic pink box has been taking over Instagram, TikTok, and the world. Crumbl Cookies was founded by two cousins; Jason McGowan (CEO) & Sawyer Hemsley (COO). While attending Utah State University they embarked on a mission to find the perfect chocolate chip cookie.
Thousands of dollars in dough and failed ideas later, they perfected their recipe. They opened their first location in Logan, Utah in 2017. Slowly, the duo added flavors to their menu and began to gain traction. They experimented with adding additional services, such as pick-up and delivery. All the while maintaining its mission to deliver high-quality cookies.
Back at college, they began to build the brand. The “Crumbl Pink” came from a neighbor’s classic car. They felt the pink was so recognizable, it was soon adopted as the official color. The box shape was harder. Using a college competition they entered Crumbl to try and find their ideal packaging. Some initial attempts were cake boxes, and one even looked like a mini oven! When they saw the pink rectangle, Jason knew. The design for the popular “4-Pack” allows four cookies to rest perfectly inside an oblong box. After the audience votes were in, confirming their pick, Crumbl had its packaging.
By December 2018, multiple locations had been opened and the duo introduced their rotating menu concept. Not only are they constantly adding flavors, but they are revising and improving old favorites too. The pink box inspires the “Taste Weekly” trend. Customers will film with partners in the car, rating the flavors each week. From this, Crumbl gets direct feedback on fan favorites, while spreading the word about the delicious desserts.
Have you been to a Crumbl yet? Check out their website to find one near you!
Already a fan? Follow their socials for weekly menu updates!
This was a super intresting article, I always knew the pink box was associated with the company but never knew why. It was fascinating about how the company begin and how quickly they are growing. It is super nice that they have a rotating menu however it would be nice to have fan favorites all the time. Due to how expensive the cookies are, I would rather spend the money on a cookie I know is good verses trying out a different one.
I really enjoyed reading this article, thank you. I am fascinated by the Crumbl trend throughout social media. At first, I thought it was all hype and didn’t want to believe the cookies lived up to the name. However, after going to a location and trying an assortment of cookies, I instantly knew Crumbl lived up to the hype. I love how Crumbl is using their social media attention to their advantage by continuing to provide excellent customer service, readily available products, and high quality assurance.
I think it is great too reinforce the idea that entrepreneurs can take something as prolific as the cookie and put a twist on it to make it a whole new venture.
It is cool how these entrepreneurs took the classic chocolate chip cookie and adapted it into a thriving business. The chocolate chip cookie industry has been dormant for a while, so it is cool to see a new twist. This is also a great example of looking for ideas in ordinary, simple things.