In recent years, Crumbl Cookies has emerged as a game-changer in the dessert industry, quickly capturing the hearts and taste buds of desert lovers across the nation. With its innovative approach, particularly the viral trend of mukbangs, Crumbl has not only transformed the cookie market but has also set a new standard for customer engagement and brand credibility.

Crumbl Cookies has redefined the cookie experience by introducing a rotating menu of flavors that change weekly. The menu switches differ from the standardized and replicated unchanged menu, creating a sense of urgency and excitement among customers as they return again to try the latest creations. With flavors ranging from classic chocolate chips to adventurous options like “Peanut Butter Bar” and “Cookies and Cream,” Crumbl has successfully catered to both traditional and adventurous palates. Carlee Nguyen, a sophomore, takes a business class at Ben Barber and points out the creativity and originality of the rotating menu.

“The customers, knowing that the products are only available for a limited amount of time, they receive lots of exposure and like attention on social media platforms; the excitement and mystery over the next upcoming menu is unmistakably the most unique part of Crumbl, setting it apart from other [desert chains],” Nguyen said. 

In addition to its innovative product offerings, Crumbl Cookie has effectively utilized media to build credibility and connect with its audience. The rise of social media platforms has provided a powerful tool for brands, and Crumbl Cookie has capitalized on this trend by engaging with customers through influencer marketing and creative content. One particularly effective strategy has been the use of mukbangs, which are live or recorded eating shows that have gained popularity on platforms like YouTube and TikTok. Mukbang influencers showcase Crumbl’s cookies in their videos, indulging in the various flavors while interacting with their audience. This not only highlights the product but also creates a sense of community among cookie lovers. Anthony Dang, sophomore is an enjoyer of hearty mukbangs, explains from a consumer standpoint why the promotion of food through the media is so effective.

“The type of content that influencers [produce] is [through] big eating channels, [where] they like try food, like Crumbl and eat it, making the content appealing to viewers throughout. And as someone who enjoys eating and watching people eat, and knows people who likes to eat too, its appealing to people who view it. Content like these work,” Dang said. 

Content creators and mukbangers capitalize on Crumbl Cookie’s weekly rotating menu in order to create buzz around their content. In an attempt to create excitement amongst their followers, who stay in tune with the rotating menu, many influencers make an effort to schedule regular reviews or taste tests of new cooking offerings, encouraging viewers to return each week to see what new flavors are available. With these new viewers comes the opportunity for content creators to receive sponsorships and collaborations. Their content, meant to make the products look appealing to the viewer, is set to attract traction and engagement rates, increasing their chances of receiving a sponsorship. By aligning themselves with a trendy brand, content creators can enhance their credibility and attract sponsorships from other brands. Colby Nguyen, a sophmore, who takes a marking class at Ben Barber, states how influencers also benefit from the growth of Crumbl Cookie.

“It helps influencers by adding to their popularity whenever they do Crumbl Cookie [content], like [with] collaborations if they get onto the trend of just eating Crumbl [Cookie] and promoting it,” Nguyen said. 

Crumbl Cookies has undeniably made a significant impact on the dessert industry, transforming the way cookies are marketed and enjoyed. The rotating menu crafted original results, bringing positives to not only consumers, but promoters and influencers too. Through its new and refreshing approach to flavor, quality, and media engagement, Crumbl has set a new benchmark for dessert establishments across the country, inspiring both competition and creativity in the market.