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The secret to Crumbl Cookies' success


Crumbl Cookies has grown to just over 700 locations nationwide, a swift and sizable number given its short, 6-year history. Despite that growth, its runway remains long given that industry giants like Domino’s and Taco Bell are about 10 times its size.

Its potential is even greater considering its digital footprint. Though significantly smaller than most legacy brands, Crumbl Cookies is a digital juggernaut. In fact, the concept has the No. 6 most downloaded app in the food and drink category in Apple’s app store – ahead of giants like Domino’s, Taco Bell and Chipotle. The app was downloaded 500,000 times alone in December, according to SensorTower.

Its underdog status extends to social media, where Crumbl has a whopping 6.4 million followers on TikTok and 3.3 million followers on Instagram. For context, McDonald’s, Taco Bell and Chipotle each have less than 3 million TikTok followers, while Taco Bell and Chipotle each have less than 1.5 million Instagram followers.

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