Published on 4 Dec 2023 Time 6 min read Last update by 19 Mar 2024

Crumbl Cookies Franchise: The King of Cookie Franchises

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In the sweet realm of cookie franchises, fierce competition unfolds as brands vie for the crown of the industry. Amidst this battlefield, one contender rises above the rest with a recipe for success that has proven irresistible to both investors and cookie aficionados alike. Crumbl Cookies Franchise, a relative newcomer to the scene, has swiftly ascended to royal status, outperforming long-established giants with its innovative approach and tantalizing flavors. This article delves into the statistics, strategies, and strengths that have positioned Crumbl Cookies as the “king” of cookie franchises, setting new standards in a market hungry for growth and excellence.

Crumbl Cookies’ Rise to the Top

Founding and Concept

Launched in 2017 by two visionary entrepreneurs, Blake Robinson, and Bryan Blakely, Crumbl Cookies began with a mission to bring a unique and delicious twist to the classic treat. In a few short years, it has expanded to over 300 locations across the United States. The founders’ recipe for success was simple yet innovative: offer a rotating menu of gourmet cookies that change weekly, providing an ever-fresh experience that keeps customers returning. This concept, coupled with the addition of complementary products like ice cream and coffee, transformed Crumbl into a destination that transcends the traditional cookie shop.

Growth and Expansion

Crumbl’s growth trajectory has been nothing short of meteoric. From opening a handful of stores in its initial years to boasting nearly 700 locations today, its expansion reflects a brand on the rise. The year-over-year growth from 2021 to 2022 saw an impressive addition of 363 stores. This aggressive expansion is a testament to the brand’s popularity and the viability of its business model.

Sales and Profitability

In terms of sales, Crumbl Cookies stands out with an annual average unit volume (AUV) of $1,839,000, dwarfing its competitors. The median Crumbl Cookie owner in 2022 earned a total revenue of $1,796,339 with a net profit of $256,029. The highest earners in the franchise brought in over $4 million in total revenue, with profits exceeding $1 million, underscoring the franchise’s lucrative potential.

Investment and ROI

The cost of opening a Crumbl franchise ranges from $367,666 to $1,404,333, which includes the initial franchise fee, real estate, equipment, and other startup costs. While this investment is substantial, the returns are competitive within the industry. Crumbl franchises are known to perform 3X better than their cookie franchise counterparts, making it an attractive proposition for potential franchisees.

Competitor Overview

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While Crumbl Cookies has taken the lead, its rivals in the cookie franchise war are not to be underestimated. Each competitor brings its own flavor to the battle, but how do they stack up against the king of cookies?

Mrs. Fields

Mrs. Fields, a household name with a legacy in the cookie business, presents a formidable challenge with an annual average unit volume (AUV) of $361,000. As a long-established brand, Mrs. Fields has built a vast customer base with its classic cookie recipes and brand recognition.

Dirty Dough

Dirty Dough enters the fray with an AUV of $462,000, signaling a strong market presence. This franchise has carved out a niche with its unique dough blends and innovative cookie designs, appealing to a diverse demographic seeking a twist on the classic cookie experience.

Great American Cookies

Great American Cookies brings to the table an AUV of $547,000, showcasing its strength in the market. Known for its signature cookie cakes and a wide variety of flavors, this franchise has maintained a loyal following and a robust sales performance.

Each of these competitors holds its own in the industry, but when compared to Crumbl’s impressive $1,839,000 AUV, it’s clear that Crumbl is leading the pack.

Number Crunch: A Comparative Analysis

When it comes to hard numbers, the tale of the tape is quite telling. Crumbl Cookies not only boasts the highest AUV but also shows a remarkable growth rate and profitability margin. A closer look at the sales figures, franchise growth, investment costs, and net profit margins further highlights the disparities:

Sales Figures

Crumbl’s AUV is a testament to its market domination, significantly surpassing its nearest competitor by over threefold.

Franchise Growth

With an unparalleled expansion rate, Crumbl has demonstrated a voracious appetite for market share, adding a staggering number of locations in a single year.

Investment Costs

While the entry cost for a Crumbl franchise is competitive, the potential for high returns makes it an attractive investment opportunity.

Net Profit Margins

Crumbl owners can see substantial profits, with top performers earning million-dollar revenues.

This analysis shows that while other franchises have their strengths, Crumbl Cookies is the clear leader in performance and growth.

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Why Crumbl Cookies Franchise Stands Out

Unique Selling Propositions 

Crumbl Cookies differentiates itself from its competitors with several unique selling propositions (USPs). Its weekly rotating menu keeps the offerings fresh and exciting, ensuring customers have a new experience with each visit. This strategy not only drives repeat business but also creates a buzz on social media as customers eagerly await the announcement of new flavors. Additionally, Crumbl’s focus on gourmet ingredients and oversized cookies sets it apart in the quality and value it offers to customers.

Market Presence and Brand Recognition 

Crumbl’s rapid expansion and growing market presence are remarkable. Within a few years, it has established itself in numerous states, gaining significant brand recognition. Its strategic location choices and aesthetically pleasing store designs contribute to its widespread appeal. Crumbl’s strong brand image, accentuated by its distinctive pink packaging and innovative store layout, resonates well with a broad demographic, from millennials to families.

Customer Experience and Innovation 

The customer experience at Crumbl is another critical factor in its success. The brand invests heavily in creating a welcoming, modern, and engaging store environment. Its use of technology for ease of ordering, including a user-friendly website and mobile app, enhances customer convenience. Additionally, Crumbl’s responsiveness to customer feedback and its active social media engagement show a commitment to customer satisfaction and innovation.


As the cookie franchise industry evolves, Crumbl Cookies stands as a testament to innovation, quality, and strategic growth. Its impressive sales figures, rapid expansion, and strong customer engagement position it as a leader in the industry. The future looks promising for Crumbl, as it continues to expand its footprint and innovate in the sweet treat sector.

The cookie franchise war is far from over, but Crumbl Cookies has certainly set a high bar. Its success story provides valuable insights for aspiring entrepreneurs and existing franchises alike. By focusing on quality, customer experience, and innovative marketing, Crumbl has not only carved out a significant niche in the market but also redefined what it means to be a successful cookie franchise. As the industry continues to grow, Crumbl’s journey will undoubtedly be one to watch, as it continues to reign supreme in the cookie franchise kingdom.

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