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In today’s digital world, every franchisor is looking to crack the code of viral social media success. One brand that seems to have mastered some of that dark magic is&nbsp;<a href="https://1851franchise.com/franchise-deep-dive-crumbl-cookies-franchise-costs-fees-profit-and-data-2720840">Crumbl Cookies</a>, the relatively young bakery chain famous for its weekly “drops” of new cookies. Since starting in 2017, the brand has expanded to include a whopping 700 locations across the U.S.—a nearly unprecedented pace of growth for such a new concept.&nbsp;A uniquely strong social media presence has been a big part of the brand’s sudden rise to fame, where Crumbl currently has&nbsp;<a href="https://www.tiktok.com/@crumblcookies?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">6.6 million TikTok followers</a> and&nbsp;<a href="https://www.instagram.com/crumblcookies/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">3.6 million Instagram followers</a> respectively. Competitor cookie chain&nbsp;<a href="https://greatamericancookiesfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">Great American Cookies</a> has only&nbsp;<a href="https://www.instagram.com/greatamericancookies/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">45,000 followers</a> on Instagram. Crumbl’s following even outpaces some of the other legacy food franchise chains such as&nbsp;<a href="https://1851franchise.com/franchise-deep-dive-burger-king-franchise-costs-fees-profit-and-data-2720751">Burger King</a>, which has&nbsp;<a href="https://www.instagram.com/burgerking/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">1.9 million</a> followers on Instagram. Crumbl also has the&nbsp;<a href="https://apps.apple.com/us/charts/iphone/food-drink-apps/6023?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">ninth-most downloaded app</a> on the entire Apple Store.So, how does Crumbl do it? To start, people just really love looking at cookies: the preparation, the baking, the decoration, the first bite. Crumbl knows it. This simple, 14-second&nbsp;<a href="https://www.tiktok.com/@crumblcookies/video/6962321169097690373?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">video</a> of an employee crafting an Oreo-themed cookie backed by trap-flavored EDM has scored 1.7 million likes.<figure class="media"><div data-oembed-url="https://www.tiktok.com/@crumblcookies/video/6962321169097690373"><div class="iframely-embed"><div class="iframely-responsive"><iframe src="//cdn.iframe.ly/api/iframe?app=1&amp;api_key=fd3b6b3731f34f55ba1fe3&amp;url=https%3A%2F%2Fwww.tiktok.com%2F%40crumblcookies%2Fvideo%2F6962321169097690373" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen=""></iframe></div></div></div></figure>Additionally, Crumbl’s famous cookie drops are intriguing fans, even if it’s just announcing new flavors. This&nbsp;<a href="https://www.tiktok.com/@crumblcookies/video/7207231596091690286?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">round-up video</a> of one of the brand’s more recent flavor drops—Blueberry Crumb Cake, Dark Dream, Cookie Dough and Ultimate Peanut Butter Cookies—has amassed 6.7 million views in just three days. Exclusivity is becoming&nbsp;<a href="https://1851franchise.com/mcdonalds-sees-nearly-40-increase-in-traffic-thanks-to-adult-happy-meal-craze-2720199">more powerful</a> in the food service space, and smart brands like Crumbl are taking note.&nbsp;<figure class="media"><div data-oembed-url="https://www.tiktok.com/@crumblcookies/video/7207231596091690286"><div class="iframely-embed"><div class="iframely-responsive"><iframe src="//cdn.iframe.ly/api/iframe?app=1&amp;api_key=fd3b6b3731f34f55ba1fe3&amp;url=https%3A%2F%2Fwww.tiktok.com%2F%40crumblcookies%2Fvideo%2F7207231596091690286" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen=""></iframe></div></div></div></figure>“Having only four flavors a week is a great marketing tactic and gets consumers excited about it,” social media influencer Kelsie Flaim,&nbsp;<a href="https://www.tiktok.com/@thehungryfoodie?lang=en&utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">@thehungryfoodie</a> on TikTok, told&nbsp;<a href="https://www.modernretail.co/retailers/how-crumbl-cookies-took-over-tiktok/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">Modern Retail</a> in regards to Crumbl. “Each cookie feels exclusive, so consumers feel the need to rush to the store to be able to try it before it’s gone.”Crumbl has also clearly amassed a team of young people brought on to help grow the brand’s social media presence through simple, yet effective, creative content. This Super Bowl-themed&nbsp;<a href="https://www.tiktok.com/@crumblcookies/video/7199050344058441006?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">video</a> from February shows two Crumbl representatives walking around Glendale, Arizona offering a free cookie to anybody willing to answer: “Who is going to win the big game this weekend?”&nbsp;<figure class="media"><div data-oembed-url="https://www.tiktok.com/@crumblcookies/video/7199050344058441006"><div class="iframely-embed"><div class="iframely-responsive"><iframe src="//cdn.iframe.ly/api/iframe?app=1&amp;api_key=fd3b6b3731f34f55ba1fe3&amp;url=https%3A%2F%2Fwww.tiktok.com%2F%40crumblcookies%2Fvideo%2F7199050344058441006" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen=""></iframe></div></div></div></figure>This&nbsp;<a href="https://www.tiktok.com/@crumblcookies/video/7193827457152077098?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">short video</a> of two friends walking side-by-side eating churros—a subtle hint at Crumbl’s upcoming lineup—has nearly 1 million views.&nbsp;<figure class="media"><div data-oembed-url="https://www.tiktok.com/@crumblcookies/video/7193827457152077098"><div class="iframely-embed"><div class="iframely-responsive"><iframe src="//cdn.iframe.ly/api/iframe?app=1&amp;api_key=fd3b6b3731f34f55ba1fe3&amp;url=https%3A%2F%2Fwww.tiktok.com%2F%40crumblcookies%2Fvideo%2F7193827457152077098" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen=""></iframe></div></div></div></figure>And it's not just the view counts that are growing for Crumbl. It was the fourth fastest-growing restaurant chain in the country last year, according to the&nbsp;<a href="https://www.technomic.com/reports/industry-reports/top-500?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">Technomic Top 500 Chain Restaurant Report</a>. Sales are up nearly 500% since 2019.&nbsp;<a href="https://www.restaurantbusinessonline.com/financing/story-behind-crumbl-cookies-sweet-success?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">Restaurant Business</a> reports that Crumbl’s locations average $1.7 million and generate more than $350,000 in net profit.<a href="https://www.linkedin.com/in/jasonmcgowan?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">Jason McGowan</a>, the CEO and cofounder of Crumbl,&nbsp;<a href="https://www.restaurantbusinessonline.com/financing/story-behind-crumbl-cookies-sweet-success?utm_source=1851franchise.com&utm_medium=article&utm_campaign=why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media-2721626" target="_blank" rel="nofollow">claims</a> that the brand’s franchise growth strategy has been 100% organic up to this point with zero advertising. If this is true, it showcases how powerful a digital marketing presence can be when it comes to bringing tangible results.&nbsp;Related stories:<ul><li><a href="https://1851franchise.com/franchise-deep-dive-crumbl-cookies-franchise-costs-fees-profit-and-data-2720840">Crumbl Cookies Franchise Costs, Fees, Profit and Data</a></li><li><a href="https://1851franchise.com/crumbl-cookies-franchisees-fined-58k-for-violating-child-labor-laws-2720717">Crumbl Cookies Franchisees Fined 58K for Violating Child</a> Labor Laws</li></ul>

Why Crumbl Cookies Is Dominating Every Other Fast Food Chain at Social Media

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As the fourth fastest-growing franchise in the country, the bakery concept is proving just how powerful a large fanbase online can be when it comes to supporting real-life expansion. 

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How much can franchisees make? It’s a question many prospective owners ask before investing in a franchise. While earnings tend to be driven by variables such as industry, location and general management skills, a proper understanding of the key factors driving profitability can help franchise owners develop expectations that are realistic.&nbsp;Multi-unit franchisee&nbsp;<a href="https://www.linkedin.com/in/mangesh-patel-9368569/">Mangesh Patel</a>, who’s readying the launch of six&nbsp;<a href="https://www.beefobradysfranchise.com/">Beef ‘O’ Brady’s</a> restaurant locations in the Macon, Georgia area, shares insights from his franchising experience.<h2>Understanding Franchise Income</h2>Keeping operational costs in check can have a major impact on overall earnings. Taking a proactive approach to expenses such as food and labor, as well as payroll and scheduling, can help align actual franchise income with general expectations for the business.“I just had a meeting with a couple of people, and they said, ‘You talked about a 25% profit margin, but I’m only doing 12%.’ So, I looked at the figures they sent me,” Patel said. “Their&nbsp;<a href="https://1851franchise.com/calculate-restaurant-franchise-profit-2730476">restaurant</a> food cost was running at 37%, which should be around 30%. The national average is about 32%. If I do things correctly, my average food cost needs to be at or below 30%. And payroll should run around 18%. But many people run 25 to 28%.”So,&nbsp;<a href="https://1851franchise.com/unraveling-franchise-earnings-how-much-can-you-really-make-2723935">how much can franchisees make</a>? Here are five areas to consider.<h2>Practical Tips for Prospective Franchisees</h2><ol><li>Control Costs From Day One:&nbsp;It’s important to monitor payroll, food and supply costs closely. Overstaffing and inefficiencies can quickly reduce profits.</li><li>Plan For The Opening Surge:&nbsp;Traffic within the first few months of opening is likely to be higher. It’s important to adjust staffing and inventory accordingly, and pay close attention to how those levels change as time goes on.</li><li>Invest In Training:&nbsp;Properly trained workers can help reduce waste and improve overall service, which has a direct effect on net income.</li><li>Understand Your Market:&nbsp;Each market is unique and revenue potential will vary depending upon location, demographics and competition.</li><li>Track Metrics Regularly:&nbsp;Food cost percentages, labor ratios and weekly sales data act as key indicators operations may need to be adjusted.</li></ol><h2>What Profitability Really Comes Down To</h2>Patel notes that if franchise owners manage labor and costs properly, it’s not impossible to achieve strong cash flow even in the first year, bucking some franchising trends.So,&nbsp;<a href="https://1851franchise.com/how-much-can-you-make-as-a-franchise-owner-2724761">how much can franchisees make</a>? While results tend to vary, careful planning, disciplined operations and a proactive approach to assessing initial costs are essential. But by grasping and guiding the elements that drive franchise profitability, franchise owners can maximize overall business earnings, scaling a business that’s sustainable financially over the long term.Want to learn more about franchise opportunities on 1851 Franchise? Be sure to visit our&nbsp;<a href="https://1851franchise.com/power-rankings">Power Rankings</a> to read more on brands making moves.

How much can franchisees make? This guide explains what drives franchise earnings and how to manage costs, with expert tips from multi-unit owner Mangesh Patel on maximizing your franchise income.

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