The Rise in Crumbl Cookie’s Success Through TikTok Trends
It may just be a cookie in a pink little box, but it has been the spotlight on social media regarding trendy desserts. Crumbl Cookie, a multi-chain spot, has become one of the most popular dessert places across the globe. With now having over 862 locations worldwide, it has made its mark with its strategic marketing, and more evidently through social media trends.
Crumbl Cookie stands out from other dessert chains through its own unique design and dessert rollout. For starters, the chain has created a distinctive look for themselves that has stayed consistent. Its marketing has been maintained the same way for most of the time as a company, with its iconic pink boxes and logo on each of the packaging boxes they offer. Their rectangular box design also has made them easily recognizable, which has allowed them to present themselves as a special experience for consumers to buy.
Even with classic and consistent design, they have also strategically incorporated a consistent change with their menu through weekly cookie rollouts. For each week, the company updates its eight cookie selections with seven different flavors each time and only keeps one the same. A classic chocolate chip cookie. Each of their cookies has been presented as an overall large cookie, usually the size of a person’s hand, or 4.5 inches to be exact. These have been their main cookies, but they also offer “minis” which are smaller alternatives to their menu, in the size of 2.5 inches.
The company has stayed consistent with its unique formula of cookie rollouts and its design in physical presentation. Which has made their mark for consumers to be able to recognize them anywhere. They have been successful in this strategy, and it has shown through social media, especially on TikTok. The social media platform has had a rise in popularity regarding trends circling Crumbl, with users posting about the weekly menu updates, with weekly cookie flavor reviews. These reviews have become a new form of the classic “Mukbang” food trend that increased in popularity back in 2015, which is a form of content focusing on people eating large amounts of food on camera for an audience in social media.
Overall, each week on TikTok, users will post reviews of the company’s new cookie rollouts, and film themselves buying all eight items and eating them on camera to review for their viewers. The “Mukbang” inspired trend of reviewing the new menus has raised popularity in the company with users watching and feeling more inclined to try them out. For the most part, the company has spread worldwide enough to be able to be more accessible to many consumers without having to go too far to try these cookies out for themselves. These social media trends have increased their popularity with their well-known product design and familiar yet new cookie rollouts as they now sell a million cookies per day, and their social media pages have over six to seven million followers across their platforms on TikTok and Instagram, where the trends have been circling.