Why Crumbl Cookies Can't Survive

Use the code MBA at http://nordpass.com/MBA to get a free 3-month NordPass Business trial. No credit card required. Every decade has its dessert trends. In the 2000s, it was cupcakes and frozen yogurt.  Then in the 2010s, it was unicorn drinks, monster milkshakes, and donuts.  Now in the 2020s, cookies are the latest obsession. When frozen yogurt took off in the 2000s, opportunists quickly flooded the market, selling the same product to capture whatever Pinkberry couldn’t.  Supply rushed in to fill demand to the point of saturation and consumer fatigue.  Every dessert fad is a short-lived market that seems unstoppable at its peak and then crashes over time.  This boom-and-bust cycle is the norm - and it’s happening right now with cookies.  Crumbl is the market-maker - going from a single store to a franchise empire of over 1,000 locations in 4 years.  Copycats have popped up, each hoping to cash in while the trend lasts.  But cookies have been around for centuries. Before Crumbl, there was Mrs. Fields, Famous Amos, David's Cookies, Insomnia, and Levain. With Crumbl’s financials, we can see how they succeeded where those that came before failed and understand why their business survival is questionable. In this Modern MBA Original, we’re diving into the business of cookies from the macro-to-micro, starting with the big brands all the way to 2 beloved neighborhood mom-and-pops in Los Angeles, who have made 2 different bets on the future of cookies. 🍪 COOKIE GOOD (Ross & Melanie) https://cookiegood.com https://www.instagram.com/cookiegoodla/ 2448 Wilshire Blvd, Santa Monica, CA 90403 🍪 BAKESOMENOISE (Ren & Caroline) https://www.bakesomenoise.com https://www.instagram.com/bakesomenoise/ 3822 Sunset Blvd Los Angeles, CA 90026 🎬 Support Modern MBA: https://buymeacoffee.com/modernmba ☕️ Support Modern MBA on Patreon: https://patreon.com/modernmba 💬 Join Modern MBA on Reddit: https://www.reddit.com/r/modernmba/ 🌎 Follow Modern MBA on Facebook: https://www.facebook.com/profile.php?id=61570667949655 🕊 Follow Modern MBA on Twitter: https://x.com/modern_mba