Crumbl has been diversifying its weekly offerings for several months now, adding its first non-cookie baked treat with cinnamon squares in January, followed by the introduction of smaller cookies in April, available each week for “Mini Mondays.”
Now the company is getting into the snacking space, launching edible "cookie dough bits" last week. The semi-sweet chocolate chip bits come in an 8-ounce package in Crumbl’s signature pink color and are stored in the company’s freezers in the front of the store. No new equipment was necessary for franchisees to add the snack, which are sold for $6.99 in the Louisville, Kentucky, market. The bits are available full-time, versus on a rotating weekly schedule that the company became known for.
With this launch, Crumbl is tapping into a fast-growing edible cookie dough category. According to Future Market Insights, the category is estimated to be valued around $12.3 billion and continue growing by a compound annual growth rate of 5.7% through 2033. As such, several legacy brands like Otis Spunkmeyer, Ben & Jerry’s, and Nestle Toll House now sell such products. A handful of edible cookie concepts have also started springing up, such as The Cookie Dough Café and Cookie Dough Bliss. Scooped Cookie Dough Bar first opened in 2017 and now counts about 30 locations.
For Crumbl specifically, the continued diversification of its offerings comes as the company’s sales start to come back down to earth after several years of meteoric growth. The company opened its 1,000 unit in February, but its average unit volumes fell to $1.2 million, from $1.8 million in 2022, according to its latest franchise disclosure document. In addition to menu innovation, Crumbl has also added to its portfolio, acquiring Utah-based pie concept Crust Club last year, which the company plans to grow via franchising.
Contact Alicia Kelso at [email protected]
