Crumbl Cookies is a gourmet cookie shop located in Rexburg. The first Crumbl shop originated in Logan, Utah, and was established in 2017. Crumbl now has 54 franchises across the United States, and the Rexburg franchise has been running since January 16, 2020. Erik Wills is the original owner of this franchise, and he runs it with his wife.
Crumbl Cookies are high quality, gourmet cookies that are made each day with fresh ingredients. Corporate sends out the cookie and frosting recipes, and the Crumbl employees make fresh cookies throughout the day, as well as frosting them right before they are served to a customer.
Crumbl sells its cookies in a slightly different way than most bakeries do. Each week, Crumbl changes the cookies it sells, and it only sells them that week. The company announces its cookies of the week on Sunday, and every franchise sells those same cookies throughout the week.
Branding is a key part of Crumbl. One of the most recognized parts of Crumbl is the pink box the cookies come in. The design is modern and unique, and is easily correlated with the company.
“When you see a white box, it doesn’t mean anything,” Wills said. “When you see a pink box, it’s Crumbl,” Wills said.
Cookie quality is a very important aspect to Crumbl Cookies. With everything made fresh daily with fresh ingredients, they guarantee the highest quality cookies.
“They call it ‘the Crumbl way,” Wills said.