1851

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. 

why-crumbl-cookies-is-dominating-every-other-fast-food-chain-at-social-media

Children's Lighthouse

Children’s Lighthouse Wraps Up Q1 With Two New Openings and Continued Industry Recognition

childrens-lighthouse-wraps-up-q1-with-two-new-openings-and-continued-industry-recognition

Happy Joe’s Franchising

Why Texas Is the Perfect State To Open a Happy Joe’s Franchise

why-texas-is-the-perfect-state-to-open-a-happy-joes-franchise

Seniors Helping Seniors®

Photo of two people, with white hair, sitting on couch, smiling at each other

Seniors Helping Seniors® In-Home Care Services Expands in Manassas and Fredericksburg, Virginia

seniors-helping-seniors-in-home-care-services-expands-in-manassas-and-fredericksburg-virginia

BooXkeeping

Tech-Driven Bookkeeping: How BooXkeeping Franchisees Are Embracing the Future

tech-driven-bookkeeping-how-booxkeeping-franchisees-are-embracing-the-future

Fitness Premier

Fitness Premier's State-of-the-Art Facilities and Multi-Discipline Approach Fuels Franchise Owner Success

fitness-premiers-state-of-the-art-facilities-and-multi-discipline-approach-fuels-franchise-owner-success

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Layoffs Surge to Pandemic-Era Highs, Opening Doors for Franchise Growth

layoffs-surge-to-pandemic-era-highs-opening-doors-for-franchise-growth

FAT Brands Becomes First Restaurant Franchise To Accept Bitcoin for Royalty Payments

fat-brands-becomes-first-restaurant-franchise-to-accept-bitcoin-for-royalty-payments

Yum! Brands CEO David Gibbs To Retire in 2026 After 36 Years With the Company

yum-brands-ceo-david-gibbs-to-retire-in-2026-after-36-years-with-the-company

Hooters Bankruptcy - Chapter 11 - April 2025 - 1851 Franchise

Hooters Files for Bankruptcy, Sells Restaurants to Franchisee Group

hooters-bankruptcy-chapter-11-april-2025

Fly Dance Fitness Expands With First Franchise Location in Georgia

fly-dance-fitness-franchise-expansion

Franchise Deep Dive: Studio Pilates Franchise Costs, Fees, Profit and Data

franchise-deep-dive-studio-pilates-franchise-costs-fees-profit-and-data

Franchise Deep Dive: The UPS Store Franchise Costs, Fees, Profit, and Data

franchise-deep-dive-the-ups-store-franchise-costs-fees-profit-and-data

Lindora’s New President Discusses Franchise Growth and the Future of Health and Wellness

lindoras-new-president-discusses-franchise-growth-and-the-future-of-health-and-wellness

SoBol’s President and COO Shares Growth Journey and Franchise Vision

sobols-president-and-coo-shares-growth-journey-and-franchise-vision

Florida Franchisee Reflects on Success and Growth with Sylvan Learning

florida-franchisee-reflects-on-success-and-growth-with-sylvan-learning

Paris Baguette Ranks Among Top Franchises on Entrepreneur’s Franchise 500® for 2025 - 1851 Franchise

Paris Baguette Ranks Among Top Franchises on Entrepreneur’s Franchise 500® for 2025

paris-baguette-ranks-among-top-franchises-on-entrepreneurs-franchise-500-for-2025

Military Veteran and Craft Beer Enthusiast to Bring Voodoo Brewing Co. to Toledo, Ohio

military-veteran-and-craft-beer-enthusiast-to-bring-voodoo-brewing-co-to-toledo-ohio

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

MORE STORIES LIKE THIS