A new chain bakery, founded in 2017, has skyrocketed to fame, sprinkling its influence nationwide. Crumbl Cookies, or Crumbl for short, recently became a social media sensation with a rotating menu of Instagram-worthy gourmet cookies. Its innovative marketing strategy, which heavily relies on TikTok, Instagram, and influencer partnerships, has captivated teens and young adults, turning weekly cookie releases into viral events. Sharing the latest cookie flavors has become a form of digital connection.
Some students at B-CC could not resist the tempting dessert. Senior Aya Sleilaty shares that she tried Crumbl for the first time due to internet promotion. “Everyone was, and I wanted to get on the trend,” she said. Specifically, TikTok influenced her, as it was full of reviews of Crumbl cookies with distinct, different flavors. Regardless of the nearest Crumbl location being in Rockville, students still deem the trip worthy. Local bakeries do not have Crumbl’s plethora of unique flavors, like “French Silk Pie” and “Pistachio Gelato,” surprising customers every week.
Crumbl seamlessly blends pop culture with its brand, as seen with the former release of the Olivia Rodrigo GUTS cookie, appealing to the pop singer’s fanbase and creating excitement among customers who love both music and themed treats. Senior Crystal Smith said that “driving to a different city creates a whole day of travel with fun activities…surrounded around getting cookies.”
Crumbl’s unprecedented strategy lures people in, tempting them to come back and try each new set of flavors, effectively inciting a potential feeling of FOMO—fear of missing out. This psychological trigger taps into the desire not to miss limited opportunities, as each week’s rotating cookie lineup is only available for a short time.
Crumbl even blends pop culture with its brand, as seen with the former release of the Olivia Rodrigo GUTS cookie, appealing to the singer’s fanbase and creating excitement among customers who love both music and exclusive, themed treats. Customers feel compelled to try the flavors before they disappear, creating a sense of urgency that encourages repeat visits.
Although visiting Crumbl every week may be unrealistic for many, customers stay engaged by keeping up with the weekly cookie lineups online, often through “spoilers” on TikTok. This online buzz not only showcases the anticipation from devoted fans but also reinforces the FOMO factor, keeping customers eager to experience the flavors firsthand before it is too late. By mixing a clever blend of scarcity and social media hype, Crumbl effectively fosters strong online community engagement and keeps its customer base eager about what is next.
