Crumbl turned cookies into a billion-dollar business by copying Supreme's playbook: a rotating menu of limited flavors drops every Sunday, creating scarcity and hype. Founded in 2017 by Jason McCowan and Sawyer Hemsley, the Utah bakery now has over 980 locations and generates more than $1 billion in revenue.
These Crumble cookies went from a side hustle to a billion-dollar business. All because of the Supreme fashion brand. Well, how? It all starts in 2017 when this guy, Jason McCowan, and his buddy Sawyer Hemsley open a small bakery in Utah, and they're doing a classic entrepreneurial trick. They take a successful concept and add a twist to make it great. They actually use the same model as a Supreme fashion brand. It's all about exclusivity, and here's how it works. Every Sunday, Crumble closes their doors. Yeah, they lose a day of business, but it's a strategic move for the bakery because that's when they release their new line of flavors for the week. And this creates hype. Everyone's talking about the new wacky flavor they want to try. And even when they're disgusting, people still buy them because, well, they're exclusive. And when Crumbl was created, there weren't thoughts of franchising or expanding. But the business model does so well that just a few years after they started, there were over 980 locations generating over $1 billion in revenue, all because the founders realized you could make cookies, well, fashionable.
