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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

1851 Franchise

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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