Why Crumbl Cookies Can't Survive

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  • Опубліковано 4 січ 2025

КОМЕНТАРІ • 2 тис.

  • @ModernMBA
    @ModernMBA  Місяць тому +193

    Use the code MBA at nordpass.com/MBA to get a free 3-month NordPass Business trial. No credit card required.
    🍪 COOKIE GOOD (Ross & Melanie)
    cookiegood.com
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    2448 Wilshire Blvd, Santa Monica, CA 90403
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    www.bakesomenoise.com
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    • @1ballad
      @1ballad Місяць тому +20

      Now you have to make a documentary on VPN Services and how they're a scam.

    • @timopint1125
      @timopint1125 Місяць тому +6

      hahahahah nord vpn couldnt even secure its user data hahahahhaha

    • @MythosSpores
      @MythosSpores Місяць тому +1

      $4 for a plain donut made by nonbaking ex dropshippers who googled and then modified the recipe. Sounds LA trendy to me.

    • @KristenZianourry2015
      @KristenZianourry2015 Місяць тому +1

      Its funny how after i watched this is when crumble released a new collaboration with Dove soap 👀 i wonder what this means

    • @Chicago48
      @Chicago48 Місяць тому +1

      I'm glad I know how to read ingredients on a package and know when there's too much sugar.

  • @lynseyluvsatwink9800
    @lynseyluvsatwink9800 Місяць тому +6698

    This Cookie Good guy is terrific. He's built a strong business through passion and hard work. He was torn when the finance guy wanted to help his business grow, but finance people don't want "your" business to grow, they want "their" business to grow with none of the hard work.

    • @lauracraig8110
      @lauracraig8110 Місяць тому +253

      Yep. I think he's in the best spot - franchising and PE just leads to stripping everything from your business and removing the charm.

    • @loganparsons5179
      @loganparsons5179 Місяць тому +103

      Meh. It seems more like they had a different strategic vision. The Cookie Good owners wanted slow, controlled growth while the “Finance Guy” was looking to be more aggressive and really scale up. Neither are wrong, just different.

    • @stephenallen4635
      @stephenallen4635 Місяць тому +142

      Venture capitals motto is go big, then go home. All they want to do is artificially inflate the value of a bussiness by pumping money into it then sell it to someone else who thinks that growth will continue when the money pumping stops

    • @all_amira_all_day
      @all_amira_all_day 27 днів тому +27

      Plus the more hands in your business the less power you have over decision making. Investors sounds good in theory but he still seems super connected and involved with his business since it's his passion. That might be a struggle for him.

    • @kagakai7729
      @kagakai7729 27 днів тому

      @loganparsons5179 you could definitely call crumbl's business model "aggressive," among other things

  • @JustinDoesntLookAt
    @JustinDoesntLookAt Місяць тому +13265

    Insane how every Modern MBA episode is a reminder that Private Equity and Investors have destroyed everything we know and love forever

    • @tarpar9190
      @tarpar9190 Місяць тому +272

      Murica, amirite?

    • @Samichski
      @Samichski Місяць тому +165

      @@tarpar9190 home of the diabetis, land of the fat

    • @chillaxer8273
      @chillaxer8273 Місяць тому +331

      ​@tarpar9190 this is a problem in every country? But yeah America sure started this milking-business mindset

    • @ScatPack123
      @ScatPack123 Місяць тому +218

      This is such a simpleton comment. Look for one second at all the companies which have been helped a lot by private equity and investors. You’re only looking at the bad results and parrot that to the world in a comment

    • @lasfloresdicen
      @lasfloresdicen Місяць тому

      there's no accountability for private equity ​@@ScatPack123

  • @rue6914
    @rue6914 Місяць тому +4556

    Crumbl owes its success to the rise of social media. People care about food looking pretty more than its flavor

    • @Shay416
      @Shay416 Місяць тому +207

      Exactly. IG food. It's just more content for creators

    • @Friendly_Newb
      @Friendly_Newb Місяць тому +61

      A lot of movies based on the future or Black Mirror Episodes show this, a visual pleasure rather than the perfect taste.

    • @_..-.._..-.._
      @_..-.._..-.._ Місяць тому +37

      It’s delicious stop lying

    • @ironman2326
      @ironman2326 Місяць тому +24

      They are really good though!

    • @NetHeart-uk2vs
      @NetHeart-uk2vs Місяць тому +8

      I think it's about the population caring more about beauty overall and wellbeing in the artistic sense of how things feel

  • @Producer765
    @Producer765 Місяць тому +5638

    Eating a Crumbl cookie was the first time I knew what a calorie bomb felt like. I felt so sluggish afterwards since I didn't know how calorie dense they were.

    • @gregoryturk1275
      @gregoryturk1275 Місяць тому +155

      Only one? I ate 21 before getting sick

    • @rosylagoon3600
      @rosylagoon3600 Місяць тому +599

      @@gregoryturk1275💀💀

    • @Pete_xp
      @Pete_xp Місяць тому +125

      ​@@gregoryturk1275 mannnn.....WHAT 😂

    • @troylee4196
      @troylee4196 Місяць тому +365

      I ate a bite of one and got a headache, those things shoud be illegal

    • @monroe7532
      @monroe7532 Місяць тому +466

      @@troylee4196yeah, there comes a moment where sugar just becomes too much, like it starts to taste gross and you immediately feel the calories, like there definitely should be a limit to how much sugar can be put into some foods

  • @colemc18
    @colemc18 Місяць тому +3219

    Cookies are one of the easiest (and satisfying) desserts to make at home. You can exist but not really thrive long term just doing the classics. So you have to go indulgent and make overly expensive cookies that are extremely caloric. At the end of the day, these are never more than pricey gimmicks that don't build long term customers. Dessert is extremely fad based and any shop in this space has a ceiling because its one of the easiest things for people to cut out of their lives.

    • @aeroslythe6881
      @aeroslythe6881 Місяць тому +97

      these points are really grounded and good

    • @gildedpeahen876
      @gildedpeahen876 Місяць тому +171

      yeah when i saw that crumbl franchising fees and initial buy in was as much as popeyes and burger king, i had to laugh. like you said, cutting out 800 calorie absurdly flavored 5 dollar cookies is pretty easy to do. versus people will always want fried chicken and burgers, especially from well established names. crumbl is a joke and corporate knows exactly what theyre doing. i just hope the franchisees see its short term as well.

    • @pavelow235
      @pavelow235 Місяць тому +12

      You can do anything at home, you can also read a book and not watch UA-cam videos.

    • @filiaaut
      @filiaaut Місяць тому +74

      I could try to make my own croissants at home, but it will be a pain in the ass, take a few days, I'll end up with at least 6 of them when I live on my own, which won't be as good as is for a few hours, and if I want to revive the ones I couldn't eat in time, I'll need more ingredients and prep work to turn them into almond croissants (which are delicious, but even more calorie dense).
      Or I can walk 10mn to a bakery where someone qualified makes dozens of them every day, I can buy just one, which will potentially be cheaper than buying all the ingredients for my very small batch, and won't have to gorge myself for three days.
      Some pastries require more know-how, efforts, time and material/supplies than others, and bakeries have survived for decades selling bread and pastries to people who can't do it as well. These shops predate social media, don't rely exclusively on trends, and survive by selling a majority of relatively low profit, staple goods, and a minority of high profit pleasure food, because their regulars want to indulge every once in a while. i​@@pavelow235

    • @pavelow235
      @pavelow235 Місяць тому

      @@filiaaut Point was you can make that argument for everything. Everybody loves to rag on crazy ideas like paying another human to move your furniture, paying others to grill a burger, paying others to cut your hair....etc, etc, etc,.....point was the original comment comes off as elitist and rude. All employment is "gimmicky" for some others. I think Nickel mining is "gimmicky" because I don't drive Tesla electric cars....but somebody pays those miners and respects their employment.

  • @DirtyDan892
    @DirtyDan892 Місяць тому +5199

    I love private equity. I love extracting from beloved brands, every remaining ounce of value and good will.

    • @brodriguezwav783
      @brodriguezwav783 Місяць тому +60

      Unironically based

    • @poochyenarulez
      @poochyenarulez Місяць тому +63

      well, the alternative is bankruptcy. No brand is selling to PE that is doing well financially.

    • @VinceroAlpha
      @VinceroAlpha Місяць тому +27

      @ Really have you look at every single brand small and big, gone over the financials or are you just being melodramatic?

    • @poochyenarulez
      @poochyenarulez Місяць тому +40

      @@VinceroAlpha You can look for yourself. Every time a PE buys a company, its after the company recently announced financial struggles.
      Why would a company even want to sell if its doing well?

    • @SaturninePlaces
      @SaturninePlaces Місяць тому +60

      @@poochyenarulez money

  • @Kingfatmon
    @Kingfatmon Місяць тому +1933

    The guy at Cookie Good seems to want more out of his cookies business, but I hope he recognizes that he is a success case and celebrates that. The food business is unforgiving and unprofitable, with long-term success a rarity. He has driven his business to millions in revenue by innovation and hard work. But, I can completely understand why his business is unscalable to the franchisee business model. Also, it wouldn't align well with his values - the franchisee model is less about the cookies and innovation as it is about streamlining processes and collecting from franchise owners.
    Regardless, the mom & pop shop style doesn't need to constantly grow. He has found success in his small pocket in LA - and, that's damn impressive in itself.

    • @AlexaSmith
      @AlexaSmith Місяць тому +23

      @@AM-bf9tb what does that mean

    • @madelynspindle8797
      @madelynspindle8797 Місяць тому +54

      What a good comment and what a confusing reply

    • @tomrojigualdo
      @tomrojigualdo Місяць тому +25

      ​@@AlexaSmith If you visit the webpage of Cookie Good, it seems that they are Jewish, as they sell Hanukkah cookies. "Ethnic" connections means that, somehow, other Jews would help them succeed.
      It's just a very out of pocket antisemitic comment. Someone has to be very miserable to look at someone's successful small business and automatically thinking (and commenting) something like this.

    • @wendys9500
      @wendys9500 Місяць тому +11

      I sadly think I have an idea of what that person means and we should all ignore them for our own sanity

    • @lauramessy
      @lauramessy Місяць тому

      @@wendys9500 but I need to know

  • @commanderz
    @commanderz Місяць тому +2258

    19:53 I love that the Cookie Good guy coined his own term for being business-minded: “lizardy”. 😂

    • @sarahwatts7152
      @sarahwatts7152 Місяць тому +108

      Plus I love that the captions clarified it just in case. Idk about anyone else, but even a casual scrape wit sci fi over the years makes that term immediately crystal clear 🦎🦎

    • @celieboo
      @celieboo Місяць тому +98

      You have to admit it was a very accurate term to describe the suits that destroy businesses.

    • @RR-us1lt
      @RR-us1lt Місяць тому

      people have been calling zuckerberg a lizard for over 15 years

    • @kiana9941
      @kiana9941 Місяць тому +28

      😂 I was like that's a new one and it completely accurate !

    • @scoopmaloop3203
      @scoopmaloop3203 26 днів тому +15

      I hate to break it to you, but it's just antisemitism. (Which doesnt mean the guy hates Jews, lots of people say "gyp" or "welch" without hating the Roma/Welsh.)

  • @lamidene8139
    @lamidene8139 Місяць тому +358

    I have a pretty big sweet tooth/sugar tolerance but after trying the undercooked pure sugar that is crumbl i never gave them a second chance. A simple, hot and fresh chocolate chip cookie is one of lifes greatest joys, if it aint broke don’t fix it.

    • @nsangbird
      @nsangbird 25 днів тому +31

      Same! I was so surprised that *this* was the cookie everyone was going crazy for, it was just a sugar bomb in a somewhat clever disguise

    • @AMK544
      @AMK544 17 днів тому +15

      Agreed! I don’t just have a sweet tooth, I have entire mouth of sweet teeth and I couldn’t even finish one crumbl cookie. It was cold, flavorless and underbaked

    • @tinaperez7393
      @tinaperez7393 2 дні тому +7

      The commenters here saying Crumbl's success was due to people wanting Instagrammable cookies / good visuals for social media makes sense because, yeah, the first and absolutely last time I tried the, I was literally shocked and appalled at how genuinely awful tasting they were.
      I had one each of six to sample. I took one small bite of each and then threw them in the garbage ASAP. I dunno - I might've taken 2 bites to be sure. I can't remember. All I remember was how shockingly awful they were and feeling absurdly ripped off.
      I felt I definitely paid for the name, the logo, packaging, "concept", marketing, the franchise, the property / location / rent, and ALL those annoying and unhelpful sort of pretty young girls / women staffing the place - and why were there SO MANY? - and in those awful & boring identical black pants and tshirt "uniforms".
      But I definitely did not pay for one molecule of anything that was edible much less good.

    • @Play4keeks
      @Play4keeks День тому +1

      Same. I love love love sweets. But those cookies weren't good at all.

    • @Trund27
      @Trund27 9 годин тому +1

      Ughhhh, undercooked and overly sweet sounds like a nightmare. Will never eat one of those abominations.

  • @boowiebear
    @boowiebear Місяць тому +754

    Cookie Good will be in business as long as they focus on the product and customer and long after this cookie trend. What a great business and owner.

    • @hyukleberry5567
      @hyukleberry5567 25 днів тому +13

      definitely. i think it's a good thing they didn't expand the business. it didn't seem fitting, given that they seem to have this homely authentic feel. but they could really look into social media marketing if they're not already doing it. it's more cost effective and scalable, and it could help draw some attention to them during these trying times

  • @GothCookie
    @GothCookie 29 днів тому +300

    People are already beginning to roll their eyes at Crumbl, so I don't think it will last another 5 years.

    • @TunaminV1
      @TunaminV1 4 дні тому +6

      I give it 2 years

    • @shannonmiller6716
      @shannonmiller6716 4 дні тому +7

      It’s why they are “ diversifying” with cakes and now pies from his failing “ crust club” they have to turn into full fledged bakeries to survive…. But the overpricing scheme they had with the cookies won’t work as an over saturated bakery chain. They are grasping at straws and they know it… but still selling 200 franchises a year to try to capitalize on people as long as possible. People that bought Crumbl franchises are not getting what they bargained for. They will soon be getting up at 4 am to make baked goods instead of popping cookies from an easy dough in the oven at 9 am! This franchise is definitely dying off! The “ advertising ceo” spends more time suing people than he should, that’s for sure!!

    • @LeeEverett1
      @LeeEverett1 3 дні тому +2

      I agree their own fans are turning on them. I look at the comments when they announce the new flavors and it's usually more negative comments than positive ones

  • @Pinkpeonysss
    @Pinkpeonysss Місяць тому +2815

    Next trend is going to be large, chunky supersized chocolate bars with all sorts of toppings and fillings

    • @raquelfantoni2812
      @raquelfantoni2812 Місяць тому +384

      With the cacao prices jumping so much, I’m not sure

    • @tikifreaky5204
      @tikifreaky5204 Місяць тому +136

      I’m already seeing this 😅

    • @wiley-harris-anderson
      @wiley-harris-anderson Місяць тому +178

      And Hershey is going to try to hop on the trend and immediately make it lame

    • @kaputt_jay3873
      @kaputt_jay3873 Місяць тому +7

      that sounds pretty good ngl

    • @matchc0635
      @matchc0635 Місяць тому +13

      Mars are gonna be so thrilled about this

  • @googleuser2480
    @googleuser2480 Місяць тому +822

    The first signs of their downfall is already showing. They're expanding their menu in an attempt to expand their consumer base and generate new excitement but that too will fade. They've done cereal, cookie dough, cake and pies. They've also introduced mini cookies.

    • @tiarahudson4241
      @tiarahudson4241 Місяць тому +39

      They even had ice cream at one point.

    • @yoongiverse.
      @yoongiverse. 28 днів тому +61

      the cakes and pies are pissing me off because they take a cookie spot on the regular menu but their cookies are so stupid expensive and sweet that i only usually want to buy a 3 pack of minis, which you can’t get cakes or pies of, so they make the cookie menu smaller in favor of their dumb new products and then there are fewer flavors to choose from 😞 stupid complaint but it’s a good example of how adding new products isn’t going to increase their customer base

    • @googleuser2480
      @googleuser2480 28 днів тому +2

      @@tiarahudson4241 WHAT 😂 I never knew that

    • @googleuser2480
      @googleuser2480 28 днів тому

      @@yoongiverse. Agree!

    • @Aubreyy
      @Aubreyy 27 днів тому +8

      deodorant now too lol

  • @No.Lola777
    @No.Lola777 Місяць тому +1291

    The treat of getting a Mrs. Fields chocolate chip cookie at the mall in the 90s is a core memory.

    • @alanc4091
      @alanc4091 Місяць тому +105

      Them and the Auntie Anne's pretzels made the whole mall smell good.

    • @pavelow235
      @pavelow235 Місяць тому +3

      Well then it defeats the premise of this video claiming that cookies are a fad....

    • @ZZ-tp4ny
      @ZZ-tp4ny Місяць тому +40

      @pavelow735 It’s almost as if that’s a ridiculous oversimplification of the actual premise.

    • @taryndancer29
      @taryndancer29 Місяць тому +7

      In the 2000s for me but yes! Loved the M and M cookies.

    • @FlutterSwag
      @FlutterSwag Місяць тому +11

      auntie anne's always makes made me smile

  • @Ruth-os4mi
    @Ruth-os4mi Місяць тому +832

    Crumbl doesn't sell cookies. It sells icing sugar - at an enormous premium.

    • @LeisurelySeaOtter
      @LeisurelySeaOtter Місяць тому +57

      They sell diabetes.

    • @PurposeIsEverything
      @PurposeIsEverything Місяць тому +6

      ​@@LeisurelySeaOttertheir main business is sending people to hospitals, and big pharma's, the commissions they pay to crumble company is millions of dollars every month because they helping those doctors make millions of dollars per weak

    • @DarthVader.Order66
      @DarthVader.Order66 Місяць тому +42

      The owner lives in my small farming town in Idaho. We call him the Cookie Monster. Everyone despises him, at the least the ones not trying to suckle at his teet for his money. He thinks he is king and is trying to buy up everything in our town. He operates out of an old bank building thats called Hemsley Ventures now.

    • @halalola432
      @halalola432 29 днів тому +7

      @@DarthVader.Order66 if this is true thats crazyy

    • @DarthVader.Order66
      @DarthVader.Order66 29 днів тому +4

      @@halalola432 its 100% true

  • @samr3140
    @samr3140 Місяць тому +1706

    i for one miss frozen yogurt

    • @Phoca_Vitulina
      @Phoca_Vitulina Місяць тому +179

      froyo was so good and so healthy? like dang was so sad when suddenly there were no more places :(

    • @gildedpeahen876
      @gildedpeahen876 Місяць тому +176

      yes and the shops introduced boba and mochi long before the boba tea trend. I used to get a vanilla with all sorts of fruity boba and mochi and it was soooooo good. I miss it too.

    • @Scigeotech
      @Scigeotech Місяць тому +112

      @@gildedpeahen876 Boba, bubble tea and mochi existed before the frozen yogurt trend. I'm Asian and grew up with boba.

    • @gildedpeahen876
      @gildedpeahen876 Місяць тому +93

      @ in america it's a trend. no one knew what boba was ten years ago. in fact, there was a drink called orbitz in the 90s that was essentially a boba-esque soda and it failed because ppl found the texture strange. i always laugh bc orbitz walked so boba could run
      all the trends discussed in this video are american based, i def respect that boba is
      a big culture in asia, but as americans do, we've made it an overpriced trend

    • @Scigeotech
      @Scigeotech Місяць тому +145

      @@gildedpeahen876 What? I grew up in America and I knew what boba was more than ten years ago. If you had gone to any East Asian-American community a decade ago, you would've still seen a bubble tea shop here or there. I know you're probably not Asian but you have to remember that America is a massive country, and there are many cultures within it.
      Also, boba was invented before Orbitz.

  • @Confessingjesuschrist
    @Confessingjesuschrist Місяць тому +558

    Seems like becoming a franchise owner is a terrible trap. The fees would probably be better used to make your own version of the same thing.

    • @larissabrglum3856
      @larissabrglum3856 Місяць тому +106

      I can't quite put my finger on it, but it feels a bit similar to MLM schemes

    • @jashonwestbrook3362
      @jashonwestbrook3362 Місяць тому

      @@larissabrglum3856 in cases like this it definitely is however it all depends on incentives and how your franchisor makes money off you.

    • @piathulus
      @piathulus 28 днів тому +27

      Depends… I worked with some franchisees and some of them definitely benefit from a corporation managing a lot of the work.
      A business needs good operations, management, branding, marketing. Some people are good at operations and management but need someone to handle branding/marketing. Franchising is basically paying for someone to handle the branding and marketing piece and a good chunk of the operations. That costs a lot of money… (obviously some franchisers are exploitative like Crumbl seems like and Quiznos before).

    • @Zooropa_Station
      @Zooropa_Station 27 днів тому +18

      It's basically owning a restaurant on easy mode, but with a lower ceiling. And since restaurants are a risky headache to manage, it makes sense that a lot of private investors would opt for the proven business model and safe prebuilt brand recognition (+marketing budget) of established chains. It's less of a venture capital boom/bust, and more like a blue chip stock with good dividends. Although, franchising a trend-based business like Crumbl is definitely more of a gamble that you'll make the money back quickly in order to get an ROI.

    • @Icemansmom
      @Icemansmom 24 дні тому +2

      The only one making a ton of money is the one selling the franchise.

  • @paulbo9033
    @paulbo9033 Місяць тому +1041

    Guy 22:00 didnt realise he just gave a private equity company the greatest research they could ever get for their own FMCG franchises in the space. They were never going to take on his risk and help him expand from 1 store.

    • @Mr.ToadJanfu
      @Mr.ToadJanfu Місяць тому +89

      I don't think gourmet cookies count as FMCG, doubt you could translate the model to FMCG. I also doubt given the information we were given on Cookie Goods margins that any private equity firm would move into the space based on their model especially given how competitive the market already is (at the tail end of a trend). I think the reason private equity pulled out is obvious, the business is ultra low margin in a high margin space. Even Crumbl have better margins despite consistent decline.

    • @JamesBond-dl7oc
      @JamesBond-dl7oc Місяць тому +55

      the $100m+ company surely just came to the same conclusion the well-researched youtube video came to

    • @leoym1803
      @leoym1803 Місяць тому

      @@JamesBond-dl7oc $100m+ companies are just 3-5 people at the top making decisions. They're not as infallible as you think. Just look at Google, Adobe, MSFT and their massive declines in quality lately. Spyware, software that constantly breaks, search that's not searching, etc.

    • @Mrnovanova
      @Mrnovanova Місяць тому +50

      Yeah. I was thinking the same thing. He definitely got played IMO.

    • @RR-us1lt
      @RR-us1lt Місяць тому +14

      I can tell he sounds like a petulant and bitter guy, turned away many legitimate people only to open his door to the "big players", getting played

  • @SaMiChi
    @SaMiChi Місяць тому +1998

    Crumbl is the definition of all looks no substance. The taste is overly sweet, the texture is too doughy and cake like, and it always seems undercooked. Terrible cookies.

    • @UJ-nt5oo
      @UJ-nt5oo Місяць тому +107

      agree. its cookies for ig "models" to post on insta (and to mention their spicy link in bio) but not to eat for the average job.

    • @spicy_xinger
      @spicy_xinger Місяць тому +105

      the cookies literally break apart half the time you try to pick them up. might as well just eat a slice of cake with an actual fork at that point

    • @floweyfangirl69420
      @floweyfangirl69420 Місяць тому +87

      im pretty sure they underbake them bc people like underbaked more than overbaked ones
      and if they don't sell all of them at once they could sort of "rebake" them and sell as fresh cookies

    • @jugo1944
      @jugo1944 Місяць тому +65

      I prefer an undercooked cookie, but I'm also not going to eat an 800 calorie cookie, I'm almost 40

    • @tati9867
      @tati9867 Місяць тому +32

      They're gross. Midnight and Levain are SUPERIOR but don't get as much hype. So strange.

  • @boycub
    @boycub Місяць тому +105

    we can never just have a nice thing. no business can ever just be there to support a family and its employees. always growth. always more. always have to milk every penny from the company and the consumer until it shrivels and dies.

    • @josephward5436
      @josephward5436 28 днів тому +17

      I couldn't agree more! Reminds me of Uber. It used to be profitable to drive as a side hustle, but corporate squeezed, and now driving is just a nothing job like everything else, or that's what I've heard drivers say. And corporate is still squeezing.

    • @Werewolf.with.Internet.Access
      @Werewolf.with.Internet.Access 27 днів тому

      @@josephward5436
      Uber drivers make about $11 an hour, so it’s not even a good paying job in this economy

    • @quickpstuts412
      @quickpstuts412 6 днів тому +3

      Greed....greed.....greed.

    • @Anwelei
      @Anwelei 5 днів тому +1

      I think you hit the nail on the head! A good business is there to sell a good useful product or service that is needed and ALSO provides a living for the owners. It’s the pride of good honest hard work that also is rewarding monetarily for life.
      We’re supposed to work to live, not work for money. Big difference. These big companies just want money, not for life.

  • @baxoutthebox5682
    @baxoutthebox5682 Місяць тому +377

    Famous Amos was on an early season of Shark Tank pitching another snack brand. He made next to nothing on his business in spite of its massive popularity for years. The sharks seemed very surprised by that, I know I was. Ultimately, he made a really bad deal selling his stake in the business. Now he can’t pool enough to even start a new business. Just a sad story.

    • @yourfuturewaifu9061
      @yourfuturewaifu9061 Місяць тому +32

      I think the poor guy did recently too

    • @tias.6675
      @tias.6675 Місяць тому +23

      Disgusting !!!! RIP Mr. Amos.

    • @AskMiko
      @AskMiko 16 днів тому +25

      His company was stolen from him, that's why he didn't make any money. He's a textbook case on what happens when you go into business with the wrong people

  • @MONET8iAM
    @MONET8iAM Місяць тому +313

    Insomnia Cookies is actually really old, but they have been capitalizing off of the recent success of Crumbl. I had my first Insomnia Cookie probably about 15 years ago in Manhattan

    • @larissabrglum3856
      @larissabrglum3856 Місяць тому +23

      I remember Insomnia being a thing when I was in high school, which was 10+ years ago

    • @pia-b1q
      @pia-b1q Місяць тому +14

      yup i remember as a kid my mom bringing them home every friday night when she came home from her job in the upper east side back in 2016

    • @melovekittie
      @melovekittie 29 днів тому +24

      I was also really surprised to hear him say it was new. I remember when I was in high school hearing my older sister talk about insomnia cookies, and I’m in a PhD program now. Its been well established for a long time

    • @MONET8iAM
      @MONET8iAM 29 днів тому +5

      @ It’s funny, I commented after hearing that, but later in the video, he ultimately explains the history of the company.

    • @AmandaabnamA
      @AmandaabnamA 26 днів тому

      I never liked. Overly sweet, but I rarely heard anyone else say that. As a cookie fan, they're disappointing. Started eating Levain a couple years ago. Even more expensive, but I didn't realize there was a trend going on

  • @stuffz4040
    @stuffz4040 Місяць тому +76

    This channel should follow slime ships next. It’s been surreal watching a common, make at home, kids toy get a new aesthetic for all ages and insane markup.

  • @_CoachW
    @_CoachW Місяць тому +385

    I honestly wondered about how this business model could be in any way sustainable over the long run. Especially with other chains like donuts, ice cream already taking hits. Thanks for the break down.

    • @aimeec.6886
      @aimeec.6886 Місяць тому +3

      We literally just talked about this last week.

  • @guttsu
    @guttsu Місяць тому +252

    Your channel has made such great and well researched videos, love your work. This is just a little thanks for it.

    • @ModernMBA
      @ModernMBA  Місяць тому +36

      Thank you very much for the support!

    • @lmajeed1
      @lmajeed1 Місяць тому +7

      Agreed, great content that not many other channels are making at this quality level.

  • @picklesun4440
    @picklesun4440 Місяць тому +793

    No hate on the Bake Some Noise guy because I respect the hustle--but, isn't capitalizing on scarcity and stoking FOMO the antithesis of, "authenticity"? If the product is good, it should speak for itself. Stoking FOMO by selling products through drops is literally what a cash-grab is and isn't seeing things long term.

    • @hotmess9640
      @hotmess9640 Місяць тому +121

      Yep dude said some bullshit and is a horrible salesman. I hope they have degrees

    • @hayaglamazonluxe
      @hayaglamazonluxe Місяць тому +116

      I agree. Having a password on the website is part of FOMO as well.

    • @thejflores1219
      @thejflores1219 Місяць тому +111

      Yea he definitely wasn’t authentic and seemed “lizardly”

    • @CrimVulgar
      @CrimVulgar Місяць тому +184

      The transition from "we were trying to create a brand-centric cookie company" to "I think people see authenticity" felt like a comedy edit.

    • @atyj1
      @atyj1 Місяць тому +99

      I kinda was on board with his "we've only got a few flavours" take, but the seasonal drops threw me way off - what, so the same few flavours on rotation?

  • @Reczack
    @Reczack Місяць тому +114

    I love the interview segments. They give a unique and practical perspective that no amount of reading could cover.

  • @Tutkanator
    @Tutkanator Місяць тому +712

    That NordPass pitch was a stretch.

    • @winnershandbook1069
      @winnershandbook1069 Місяць тому +270

      Lmao. When he started talking about data i immediately knew where this was going.

    • @katiedaly4030
      @katiedaly4030 Місяць тому +131

      The Segway was so bad it made me sick to my stomach

    • @Fredie_c
      @Fredie_c Місяць тому +18

      Flawless transition ✨️

    • @ayemad
      @ayemad Місяць тому +12

      It was CRAZY

    • @sticklebacketienne
      @sticklebacketienne Місяць тому +126

      @@katiedaly4030 hahahaha it’s spelt ‘segue’ as in moving from one thing to another seamlessly, not ‘Segway’ as in the 2 wheeled thing that tourists ride

  • @IAmJeka
    @IAmJeka Місяць тому +156

    0:49 Froyo is so so good though. It should never go away.

    • @eloraquarl2684
      @eloraquarl2684 Місяць тому +3

      real

    • @elliottlupin
      @elliottlupin 29 днів тому +5

      Fr, there's a yogurtland near my college and I go there at least once a month because I love a good cup of froyo

    • @IAmJeka
      @IAmJeka 29 днів тому +4

      @ we have a place called yogli mogli. I go maybe once a month and have the tart flavor Id my favorite lol. I never liked Menchies . I was huge on Yogurtland when I lived in Miami but they closed most of them!

    • @cookingwithkimbap4432
      @cookingwithkimbap4432 27 днів тому +7

      It won’t. It’s just lost some of its popularity and charm.

    • @powasjington4262
      @powasjington4262 17 днів тому

      It won’t

  • @JamesR1986
    @JamesR1986 Місяць тому +1015

    The problem with the desert model is that deserts are enticing as they are bad for you. You can't have a "regular" customer that eats 800 calorie cookies because you are going to quite literally going to kill that customer.

    • @nickmarshall8583
      @nickmarshall8583 Місяць тому +128

      In America, with an 800-calorie cookie you're targeting people on a diet.

    • @sauceinmyface9302
      @sauceinmyface9302 Місяць тому +122

      I mean they can eat a lot of cookies before they die. But the trendy consumer that they're attracting can't afford to go there that frequently, either in budget or in their diet

    • @mangos2888
      @mangos2888 Місяць тому +36

      Yeah, but not before passing the habit to their kid(s)

    • @Matzes
      @Matzes Місяць тому +76

      Cigarette companies are very successful.

    • @hotmess9640
      @hotmess9640 Місяць тому +11

      @@mangos2888damn this just gave me a reality check.

  • @Pandabrah_D
    @Pandabrah_D Місяць тому +111

    31:10 Rent, whether residential or commercial, is such a shitty cost. There's so little incentive for the landlord to actually charge a reasonable price, and more often or not, it feels like the price is only dictated by whatever speculative investment the landlord is pursuing.

    • @larissabrglum3856
      @larissabrglum3856 Місяць тому +52

      Reminds me of that Onion headline that's like "Landlord Raises Rent Due to Thinking of Bigger Number"

  • @jakedoesyoutube
    @jakedoesyoutube Місяць тому +50

    I had a crumbl cookie at a party once. I broke it in half so I could try it.
    I couldn't get past the first bite. I genuinely hated it. They are so sickeningly sweet that I don't want to ever touch one again, like stevia drinks.
    Also, 80 grams of sugar in one cookie sounds like a one way trip to wilfred brimley's house.

  • @tubeguylee-gf1tu
    @tubeguylee-gf1tu Місяць тому +63

    The problem with these kinds of businesses is that at their core they have to compete with actual bakeries. Once the novelty wears off you're left with a bakery with a limited product.

    • @LeeEverett1
      @LeeEverett1 3 дні тому +5

      This is why I'm big on supporting more local businesses. Guarantee wherever there's a Crumbl, there's like 3 other bakeries that have way better products and probably even cheaper.

  • @ronque23
    @ronque23 Місяць тому +84

    Your channel is so unique in how you talk to real small businesses. I really enjoy hearing their stories and seeing what works and what doesn’t for them.

  • @nousersnamesleft
    @nousersnamesleft Місяць тому +70

    Crumbl cookies are also gross. They are overly sweet and always undercooked. Probably all the stuff on and in them. The one near me is only filled with people taking pictures, but they don’t eat them. It’s like running joke in the neighborhood. I don’t think they’ll fully bomb, but once they aren’t viral anymore, I do think we’ll see them very quickly shrink. Very few people actually like the cookies.
    Reminds me of voodoo donuts. They keep trying to expand, but the doughnuts aren’t actually good. They are always stale, but go viral every fee years because of some weird flavor.

  • @birdo623
    @birdo623 Місяць тому +207

    Dippin Dots crossing their fingers🤞🏼 "The ice cream of the future" back in 2004🤣🤣🤣

    • @Wh00000
      @Wh00000 Місяць тому +29

      Try the nineties. There was a Dippin' Dots ice cream stand at the mall we went to as a kid and I was always asking my parents if we could go there. XD. I think they advertised themselves as the ice cream astronauts ate.

    • @gwennorthcutt421
      @gwennorthcutt421 28 днів тому +7

      @@Wh00000 i remember going to amusement parks as a kid and i always wanted to get dippin dots but my mom would never let me bc of the absurd price.
      i did have some recently and i felt such satisfaction. probably not worth the price but it was like a once/2years treat mom, cmon

    • @viy2959
      @viy2959 27 днів тому +13

      When I was a small child I saw the Dippin Dots sign at the mall with that tagline and I remember being very worried that they would stop making normal ice cream.

    • @Starpotion
      @Starpotion 27 днів тому +2

      I remember when they were sold from a case at McDonald's, was sad to see it eventually removed.

    • @AndrewJeffersonCotter
      @AndrewJeffersonCotter 20 днів тому +2

      Now you see some off brand prepacked in some gas stations.

  • @Phoca_Vitulina
    @Phoca_Vitulina Місяць тому +171

    I hope Cookie Good and Bake Some Noise both succeed

  • @JK8
    @JK8 Місяць тому +225

    4:00

  • @mommydoco
    @mommydoco Місяць тому +161

    1:45 bru their cookies dont even look fully cooked in the commercial😭

  • @farah_lynn
    @farah_lynn Місяць тому +94

    I was a big Crumbl fan for a few years but quality has always been super inconsistent between stores and as they've expanded their flavor lineups are less intriguing. Despite all of this, they are trying to come out with other desserts which have an added fee and they've come out with family size versions of cakes and pies (because what they already had wasn't insanely calorie/sugar dense enough). Their milk chocolate chip has always been god awful and even when it comes to some of their other flavors, I'd much rather go to Levain or Insomnia if I have to go with a cookie chain - of course local is always best!

    • @ModernMBA
      @ModernMBA  Місяць тому +48

      You hit the nail on the head. Because Crumbl's business is now based on selling supplies and collecting royalties, they have less financial incentive than ever to procure ingredients and push on product like they did when they were first starting out.
      It's much easier and more profitable to squeeze generic, wholesale, mass-produced, premade fillings out of a bag onto the cookies (less opportunity for stores to mess up, less perishability, more rebates / kickbacks from suppliers = more money in the pocket, even if the end result is inferior).
      Crumbl's Thanksgiving lineup is the most obvious offender as the Chocolate Silk, Apple, Cookies & Cream are made from the exact same ingredients in those frozen, cheap, supermarket thaw-and-serve pies - the kind that most Crumbl customers would ironically thumb their noses at.

    • @AlGoYoSu
      @AlGoYoSu Місяць тому +1

      ​@@ModernMBAI agree, and all valid points. That being said, the chocolate silk and cookies & cream pies were great.

    • @shannonmiller6716
      @shannonmiller6716 4 дні тому

      One of the CEO’s has been trying to start a new ( awful and overpriced) chain called “ crust club” so far it’s a total failure!!! He calls the small pies “ hand pies” ( basically just the stolen idea of a hostess pie) they are like 9 bucks!!! The whole concept of crust club already crashed and burned so he reinvented it. He “ franchised” by having his parents start one up in a failed crumbl location…. So he is trying to rebrand and rebuild that mess by putting pies in the cookie stores. Lower than the original $9 price tag in crust club but people are paying $5-6 for basically a hostess pie as a “ specialty item” lolol

  • @Marbeary
    @Marbeary Місяць тому +101

    Cookie good guy has more longevity base on how he handles his business. Crumbl might be big now but the bigger they are the harder the fall. I would rather have a cookie with a mindset with the cookie good guy about flavors we like as a kid.

  • @nathanaelhart8487
    @nathanaelhart8487 Місяць тому +59

    The problem is the price. For a box of 4 it’s like $15-$20. It has to die because once the hype dies no one will keep crumble in their everyday/every week routine.

    • @iaralinharesmotta
      @iaralinharesmotta 3 дні тому

      well, that and a single cookie is 800+ calories... hard to imagine anyone eating that on a regular basis for a long time lol

    • @LeeEverett1
      @LeeEverett1 3 дні тому

      ​@@iaralinharesmotta My 17 year old niece works at a Crumbl and she tells me she sees regulars come in every week for the new rotations and they usually get ALL cookies. So there's definitely regulars who eat them weekly

    • @iaralinharesmotta
      @iaralinharesmotta День тому

      @@LeeEverett1 holy cow. That's hard to imagine!

  • @PutTheCookieDown
    @PutTheCookieDown Місяць тому +276

    And that's how the cookie crumbles.

  • @nutella1757
    @nutella1757 9 днів тому +23

    I think another factor to remember is crumbl started in Utah. Everyone has a vice. For Mormons it’s sugary sweets. It’s why expensive soda shops are so profitable here. Young Mormons don’t go out to the bar, they go out and get cookies.

    • @TheRedCap30
      @TheRedCap30 День тому

      They don't even drink coffee lmao

  • @RussellNicholas-k5c
    @RussellNicholas-k5c Місяць тому +303

    Can you do the economics of daycare next!

    • @Phoca_Vitulina
      @Phoca_Vitulina Місяць тому +32

      second this! i used to work in daycare and the business is actually pretty complicated..

    • @ellisholden7247
      @ellisholden7247 Місяць тому +45

      That’s going to depress me I think…

    • @missmia196
      @missmia196 Місяць тому +2

      Yes !

    • @user-yr1si5db3d
      @user-yr1si5db3d Місяць тому +6

      Whoo! Because where is all the money going?!

    • @trawrtster6097
      @trawrtster6097 29 днів тому

      @@user-yr1si5db3dProbably to rent, insurance, and labor.
      You gotta remember that public schools cost like 15-20k a year per student at a ratio of 20 ish students per teacher. Daycares require a much lower student to teacher ratio, so that means more people to hire.

  • @Jonnybeeh
    @Jonnybeeh Місяць тому +211

    Can we bring back the Fro-Yo trend?

    • @biblia843
      @biblia843 Місяць тому

      No. It’s all low fat crap filled with sugar. Just get an ice cream. At least ice cream has some fat to dampen the blood sugar spike.

    • @imadethiscuziwsbored
      @imadethiscuziwsbored Місяць тому +21

      Right? I love it self serve add whatever toppings i want?

    • @sawyerleemoore
      @sawyerleemoore Місяць тому +4

      Buy the Ninja Creami machine. Lifechanging for homemade frozen desserts.

    • @cassoroxwasmy11yearoldself
      @cassoroxwasmy11yearoldself Місяць тому +6

      Come to Australia- booming at the moment with Yo-chi

    • @idolsrule4678
      @idolsrule4678 9 днів тому

      It never died in the Midwest. 😂 we still have a few FroYo Shops.

  • @daniel8181
    @daniel8181 Місяць тому +270

    "Why Crumbl Cookies Can't Survive"
    Is it the fact that the cookies are 7 dollars a piece?

    • @lilysgram5886
      @lilysgram5886 Місяць тому +10

      $4

    • @nicogreco7855
      @nicogreco7855 Місяць тому +43

      Charging premium prices without a premium product

    • @gildedpeahen876
      @gildedpeahen876 Місяць тому

      @@nicogreco7855 this is an overall trend! the beauty space is full of this too. unproven brands that are new to the scene with middling at best product quality charge a luxury+ price. and because of virality and clout chasing, a certain segment sees high price as a status symbol without caring about the base level quality of a product. I think this is the deal with crumbl. its expensive, so its a social media flex to have a 50 dollar box of these abominations.

    • @daniel8181
      @daniel8181 Місяць тому

      @@lilysgram5886 Dunno where youre at, but they are 6 dollars and change here.

    • @daniel8181
      @daniel8181 Місяць тому +46

      @@nicogreco7855 I literally told my wife after we each took a bite
      "I wish I spent the 7 dollars on a cookie cake from the grocer."

  • @Pablo-t6q7h
    @Pablo-t6q7h Місяць тому +74

    bro really created a season cookie drop from his kitchen and it work! i got to respect the hustle.

    • @Shay416
      @Shay416 Місяць тому

      I think people miss the home grown feeling. It's like when your grandma bakes cookies for you to take home. It gives you the fuzzy feeling

  • @serioserkanalname499
    @serioserkanalname499 Місяць тому +349

    Just looking at how the cookies crumble makes me uneasy, you can see the amount of sugar in every ingredient to the point that its like breaking apart crusty honey.
    And people are surprised when their body literally never gets to turn the insulin down and suddenly they're resistant to it and have the beetus.

    • @Fellolkek
      @Fellolkek Місяць тому +7

      You should check out how much sugar is in 1 serving of soda or orange juice.

    • @miaomiaou_
      @miaomiaou_ Місяць тому +42

      Honestly the look of their cookies disgusts me. The base looks pale and undercooked, then it’s coated in a mound of frosting, bleh. It’s just too much! I’d rather have Mrs. Fields or Insomnia, they just look better.

    • @ashleyshim2078
      @ashleyshim2078 Місяць тому +1

      ​@miaomiaou_ The last crumb is also really good too!!^^

    • @chillaxer8273
      @chillaxer8273 Місяць тому +1

      It looks good imo but then again I'm not a cookie expert

    • @pavelow235
      @pavelow235 Місяць тому +5

      This comment reeks of throwing stones from a glass house..... Almost certainly there's something you do that I laugh and laugh about, namely you probably waste too much time like I do commenting on UA-cam videos, terrible use of a human's time

  • @paolabueso
    @paolabueso Місяць тому +37

    This whole video is absolutely amazing! I appreciate the conversation with the Cookie Good owner. He seems like a person with a creative spirit and real empathy for his team, those are valuable leadership qualities and it’s awesome to see him and his wife actively putting into practice those values in a sincere and vulnerable way. Him and the Bake Some Noise duo were both honest in speaking about their experiences in the cookie/desserts business and I genuinely appreciate that. Also, having a bit of a fashion background myself, I loved seeing how the Bake Some Noise owners used tactics from their previous jobs to drive sales and differentiate themselves. Really cool stuff!

  • @Alex-ro5of
    @Alex-ro5of Місяць тому +36

    Summarizing, and this is KEY, if you are thinking about opening a franchise of these companies, juts don't do it

  • @kylesmith2145
    @kylesmith2145 13 днів тому +9

    This is like a nature documentary for business. “When we pay close enough attention, we can see the natural cycles happening in business. Lets take a look at that happening right now”

  • @jumpingjeffflash9946
    @jumpingjeffflash9946 Місяць тому +95

    guy opened a FroYo place by me, it got a little success and he opened another place in a store. I asked him how he planned to make it in the winter when no one will be buying FroYo. He didn't last. He closed the satellite location w/in a few months and the main store not long after.

    • @agme8045
      @agme8045 27 днів тому +23

      I think it’s funny how ice cream is a seasonal food in most of the world. In Argentina people eat ice cream religiously even when it’s the middle of winter lol we buy gelato by the kilo all year round

    • @sikinsokin
      @sikinsokin 27 днів тому +11

      @@agme8045 Cheers. Here in Finland we also eat ice cream etc. year-round.
      I do wish we had some (reasonably priced) froyo.

    • @zammmerjammer
      @zammmerjammer 14 днів тому +3

      There is literally not a single frozen yogurt place in my entire city anymore. All have shut down or moved elsewhere. They don't even have a single Pinkberry machine inside of an established coffee shop anymore. My kingdom for a Yogen Fruz!
      I'm going to have to learn to make it myself.

  • @tati9867
    @tati9867 Місяць тому +92

    Crumbl cookies are nasty. Crazy that people are more obsessed with them instead of Levain or Midnight cookies which are actually good and taste like real cookies.

    • @RelaxAndSmokeMeth
      @RelaxAndSmokeMeth Місяць тому +3

      not as many locations.
      lack social media presence

    • @delfinilarosa5224
      @delfinilarosa5224 Місяць тому +3

      not really a fan of sweets but istg levain has the best cookies I've ever tasted, their cookies don't make me feel guilty unlike crumbl

    • @maryshi_
      @maryshi_ Місяць тому +1

      Levain is actually a good cookie exactly

    • @NetHeart-uk2vs
      @NetHeart-uk2vs Місяць тому

      Your marketing strategy is nasty

    • @ImNotCallingYouALiar
      @ImNotCallingYouALiar 29 днів тому +1

      I’ve never even heard of Levain bakery

  • @mushethecowboycook9353
    @mushethecowboycook9353 Місяць тому +38

    Quickest way to get rid of a chain is to sell out to private equity or some local yokels who pays too much for your company then drive it into the ground (they thought they knew everything). I did the latter and walked away happy with full pockets.

  • @elinat2414
    @elinat2414 Місяць тому +38

    Does anyone from Australia and UK remember Doughnut time? It was a chain of the most indulgent cake-like doughnuts you've ever seen. For a brief spell in about 2016 they were everywhere here in Sydney.
    But the issue, is that it's hard for these overindulgent desserts to get repeat customers consistently. People try it once and maybe go a few times a year on special occasions.
    Doughnut time expanded so fast and was gone just as quickly. Recently, they made a modest comeback with two outlets plus selling their wares in a local major supermarket chain (Coles).
    I think if Crumbl doesn't play it smart and focused purely on expansion, they won't last.

    • @evan
      @evan Місяць тому +1

      Doughnut time is still alive and doing well in the UK! It bombed out of Australia but the market in London keeps them alive. They used to send me free donuts as a UA-camr

    • @Annes.Archives
      @Annes.Archives Місяць тому +1

      @@evandoughtnut time CEO and his GF tried to copy a black woman owned business, Freyi Flowers. The owner of Freyi brought in receipts. Now, i’ve seen many people claim they will boycott.

  • @cinders2088
    @cinders2088 Місяць тому +11

    0:07 the mention of unicorn drinks was such a throwback!! and it was only a few years ago! i'd completely forgotten about them. you've already made your point and the video's barely started 😂❤

  • @theredditshow8951
    @theredditshow8951 Місяць тому +47

    Cookie Good will be around longer than Crumbl. They are at the peak right now, you can see the cracks already.

    • @insertcolorherehawk3761
      @insertcolorherehawk3761 24 дні тому

      But will Cookie Good outlast Insominia?

    • @theredditshow8951
      @theredditshow8951 23 дні тому

      @@insertcolorherehawk3761 Its a different more established business that been around for a long time. They aren't gimmicky like Crumbl.

  • @didralamond8145
    @didralamond8145 Місяць тому +27

    When Crumbl opened by me, I was excited and I am not afraid to pay $4+ for a cookie if its a good cookie. Sadly, Crumbl cookies aren't good cookies in my opinion. For me they are more like large under cook dough flats with mediocre offerings but they are flashy and internet famous.
    Love the video!!
    What I got from this is, buy from local bakeries! Honestly, after that horrible cookie experience I had with crumbl, I only buy treats from local bakeries now!

  • @Mannsy83
    @Mannsy83 Місяць тому +34

    A guy even imported these and made a pop up store and people still lined up for them here in Australia

  • @iTzDritte
    @iTzDritte Місяць тому +98

    Where my guys going through “some kind of logarithm” at? 17:51 😂 For real though, I hope all the best for this guy. I’m gonna try his cookies next time I’m in town!

    • @BrodyMulligan
      @BrodyMulligan Місяць тому +15

      “There are some people who start businesses to start a business.” 😂😂😂😂 Amazing 😅

    • @littlekirby6
      @littlekirby6 Місяць тому +27

      that's how I know he's the real deal, homie just wanted to bake some cookies and never heard of algorithms in his life

    • @thegs7320
      @thegs7320 Місяць тому +1

      @@littlekirby6 Algorithm? Didn't he invent the internet or something?

    • @JamilaJibril-e8h
      @JamilaJibril-e8h Місяць тому

      ​@@thegs7320woah lame ...

    • @TyanaAlexandra
      @TyanaAlexandra Місяць тому +6

      The children do not know what _logarithm_ means 😭 I feel old

  • @Magic_Ice
    @Magic_Ice Місяць тому +222

    They were giving out free cookies at a campus i was at and everyone i know who ate one felt sick later

    • @LiveType
      @LiveType Місяць тому +96

      Eating that much sugar with zero fiber is EXTREMELY bad for you.
      I make my own cookies and they are just barely sweet as I find that much sugar nauseating.

    • @scrooglemcdoogle
      @scrooglemcdoogle Місяць тому +53

      I've had Crumbl twice, both times I felt like I ate a brick and wanted to die. Actually the worst baked good I've has the displeasure of ingesting, I'd put them lower than 3 AM gas station donuts.

    • @ImGonnaFudgeThatFish
      @ImGonnaFudgeThatFish Місяць тому +57

      Crumbl INTENTIONALLY underbakes their cookies. Every cookie from them I've ever had (three) has been raw in the middle. It is shocking how the reviews for these locations are near five stars; these people have no idea what a good cookie is like

    • @tm-te9mh
      @tm-te9mh Місяць тому +19

      crumbl underbakes their cookies btw, I'm not sure how this is even allowed or how they haven't been shut down at this point.

    • @brookeswapp5871
      @brookeswapp5871 Місяць тому +13

      Thank you! I live in Utah so the several types I've attempted to eat these, I always complain they're undercooked. Like I bake cookies myself, I'm not dumb, those cookies are raw!

  • @MatterMadeMoot
    @MatterMadeMoot Місяць тому +21

    To play devil's advocate, the serving size is a QUARTER cookie. No shit you feel sick after eating 200+ grams of sugar in one sitting.

  • @DergZaks
    @DergZaks Місяць тому +68

    i would rather have over a dozen smaller cookies than one huge cookie

  • @Gavo172
    @Gavo172 Місяць тому +184

    Wait is Crumbl Just pulling a Quiznos 2.0

    • @LionelWatson-ji1bf
      @LionelWatson-ji1bf Місяць тому +27

      Their chocolate chip cookie is one of the worst cookies you'll ever eat.

    • @Gavo172
      @Gavo172 Місяць тому +28

      @LionelWatson-ji1bf I think I've only been once, and honestly no matter how good the cookies are the prices just make my eyes bleed so I can't do it

    • @Ruth-os4mi
      @Ruth-os4mi Місяць тому +21

      ​@@LionelWatson-ji1bfThey don't sell cookies per se. They sell icing sugar.

    • @ashleyshim2078
      @ashleyshim2078 Місяць тому +1

      ​@@LionelWatson-ji1bf😮😮😂😂😂

    • @CharliMorganMusic
      @CharliMorganMusic Місяць тому +12

      I haven't thought about Quiznos in like 10 years

  • @Apollyon07
    @Apollyon07 Місяць тому +109

    I don't understand who is actually buying cookies from these places... They charge like $4 for a mediocre cookie slathered in random toppings... How did this trend ever catch on?

    • @gildedpeahen876
      @gildedpeahen876 Місяць тому +28

      right at least donuts and cupcakes take a little skill to make and need to be a bit more of a cohesive idea. a big gob of undercooked dough with frosting and random shit on top is just not appetizing.

    • @PinkAgaricus
      @PinkAgaricus Місяць тому +5

      I feel like they were trying to make cakies (cakes [frosting amount and the thickness of the cookie] + cookies [method of delivery]) which aren't the best thing. Yea, the frosting thing only works well with any form of cake.

    • @pavelow235
      @pavelow235 Місяць тому +2

      Same way the trend of wasting time and commenting on UA-cam caught on, humans just don't seem to be good at time management

    • @jljordan1
      @jljordan1 Місяць тому +1

      My boyfriend 🤮

    • @jugo1944
      @jugo1944 Місяць тому

      I think people are struggling w inflation, but still want to go out, so something that is still only 4 dollars, no matter how worthless, are appealing

  • @ciitadel2518
    @ciitadel2518 Місяць тому +19

    Never thought I'd be so captivated by a video talking about the business numbers for cookie businesses but this was so interesting to watch. I especially loved the interviews! Really shows you the passion small business owners have that is so jarringly different from what the "lizard-brained" people who run business like Crumbl are doing. Also I'm craving cookies so badly now. I looked it up and apparently I'm only a 20 minute drive from Cookie God so maybe I'll go fill my cookie craving there soon

  • @auriculares02
    @auriculares02 День тому +4

    22:51 The bracelet is touching the brownies. Please have them remove jewelry when working in the kitchen

  • @blinkingbat7447
    @blinkingbat7447 Місяць тому +62

    I don't get the Bake Some Noise one. They only make basic flavours, it's 4 dollar per cookie and it started out during the pandemic. Couldn't people just buy some ready to bake dough and just bake that. Don't they have ovens in LA?

    • @Matthew-li7we
      @Matthew-li7we Місяць тому +34

      I agree, but what they did was the hyped up their cookies, created scarcity, and since we humans aint too logical, that was enough.

    • @MrSpenceSTAR
      @MrSpenceSTAR Місяць тому +33

      Have you been to LA? They probably do have ovens but the food culture is so strong that everyone eats out anyway. There is no shortage of great restaurants and they are all packed every night.

    • @miaomiaou_
      @miaomiaou_ Місяць тому +6

      Looks like good marketing to me, good logo, cool packaging :) their cookies look yummy too.

    • @joevasanu7459
      @joevasanu7459 Місяць тому +6

      Because people who buy mediocre looking cookies for $4 are generally too busy or too lazy to stop in the grocery store and pop them in the oven.

    • @Nassifeh
      @Nassifeh Місяць тому +13

      I can make muffins pretty easily, too, but when I get a muffin at a coffee shop it's usually because I just wanted the one muffin. If you have kids or whatever then the cookie dough is probably a no-brainer, but it feels silly when you just wanted enough for one person.

  • @jordesuvi
    @jordesuvi Місяць тому +6

    This was such an interesting episode, it’s fun to get perspective from the different people and how they approach their business

  • @117johnpar
    @117johnpar Місяць тому +45

    "Its impossible to not see thousands of these videos of people in their cars gorging themselves on cookies for people on social media"
    This is all news to me. Confectionary social media seems to be pretty self contained.

    • @markramos1216
      @markramos1216 Місяць тому +3

      Sure grandpa, let’s get you to bed.

    • @theflyingspaget
      @theflyingspaget Місяць тому +4

      ​@@markramos1216 this is how I feel every time someone says something is impossible to avoid on the internet

    • @benjaminplotke4716
      @benjaminplotke4716 7 днів тому

      I never saw these cookies on insta-face-tok-app, but people in my life have. Next thing you know I have cookies on my counter tempting me

  • @DarthVader.Order66
    @DarthVader.Order66 Місяць тому +27

    I hope Crumbl fails. I live in the town where he does. He has come in and bought up a bank building in our small town that closed. Turned it into Hemsley Ventures building, where he operates out of to take over our town. He has gone around and bought up business like he is doing a good thing for our community by bringing it back to life, when all he is doing is acting like a King trying to own everything. People dont want this town to grow. We like that it is small and disconnected from the world. He has built this huge home in our small farming town where the average salaries are maybe 40-50k, where most people despise him. Because yes we despise his wealth because we aren't about that here. Take that sh*t somewhere else. People in our town call him the Cookie Monster because thats how we feel about him.

  • @vanessalopez1209
    @vanessalopez1209 День тому +2

    I refuse to purchase cookies at insomnia or crumble simply because I could just make it myself.

  • @chuck9693
    @chuck9693 Місяць тому +41

    Didn’t the 2010’s also have the rainbow food trend that cause stomach aches

    • @gildedpeahen876
      @gildedpeahen876 Місяць тому +11

      Unicorn everything lol. forgot about that

  • @K3end0
    @K3end0 Місяць тому +19

    Theres a cool differentiation occurring in the UK's market. See, we had cookie and dessert places, i.e. the classic Baskin Robins in the town centre selling cookies and Ice cream, but overall they went on a decline until the last few years (i reckon the "dip" was 2012 and its been up from there). Why? The influx of Asian migrants into the country, notably Muslims, can't drink alcohol and therefore a market for a different sort of "hang out" place started to rise in popularity, Dessert places. Lots are still single-location independent, a few are multi-location franchises (my local one is called Kaspa's but I also know of a massive chain called Creams. They are a really clever business design since they aren't tied to just one type of dessert. They chop and change their menu as trends come and go. Artisan Pastry's become a thing? They sell croissants. Cookies? They make them fresh. They distribute some basic equipment and already have supply chains ready supplying most ingredients, all while keeping a "core" set of desserts that will always sell well (Sundaes, Crepes, Waffles etc.). And while it was an "asian" thing for at least a few years, they quite easily integrated themselves into your average, nicer British highstreet as if they were always there and to such an extent people are shocked when I explain basically all these companies were founded by the Asian community.
    I guess it goes to show that, if you want to start a business, your objective is never to chase trends. It is to find a niche in a culture and stick yourself into it to such an extent no one will ever remember there was a time you werent around.

  • @avilionamillion
    @avilionamillion 27 днів тому +3

    I used to work for crumbl and it was pretty apparent back then that crumbl was basically expanding quickly in a bubble. They get a gigantic initial boon within the first few months but then radically slow down by year two. You see this all the time for them, first month has the line wrapping around the shopping mall while nine months later its dead quiet, i know i saw it firsthand! You can't really operate a store like that all you can do is shutter off 30% of them in less than two years

  • @LifeAdviceSite
    @LifeAdviceSite Місяць тому +7

    Such a great video. ❤ I’m wistful for the nostalgia of Mrs. Fields and Famous Amos, depressed by how much corporate squeezes their franchisees at Crumbl, revived by the wholesome passion of Cookie Good, and invigorated by the genius in the name Bake Some Noise. What a roller coaster of emotions. 😂

  • @lumisherbert5682
    @lumisherbert5682 День тому +1

    The suckiest part is that Crumbl and stores with a similar premise occasionally tend to replace really lovely commmunity centers and shops, which offer so much more actual value to their towns. That happened to a candy store I loved as a kid. Years of success and then it was replaced by a store that looked like a minimalist bar of corpoprate soap just a few years ago :(. A bookstore and bakery in my town followed suit about a year later. A lot of the best small buisnesses in the area were closed down as rent increased, and
    The new places were expensive, and took a lot of the community and culture from town areas. Then eventually the trend they were hopping on ran it's course, people stopped going, and the store would either stagnate or close, leaving an empty building.

  • @jonsmith6331
    @jonsmith6331 Місяць тому +14

    Your "Originals" series really elevates your channel. Many other channels with similar topics now have scripts that sounds AI generated. Real interviews and research elevates the content immensely.

  • @adawong6467
    @adawong6467 Місяць тому +25

    lizard brain cracked me up lol

  • @mangos2888
    @mangos2888 Місяць тому +7

    Thank you to the businesses that come on your channel.

  • @DrKnowsMore
    @DrKnowsMore 8 днів тому +4

    Funny that you claim cookies are made from flour sugar butter and eggs when that only applies to homemade cookies. Anything you purchase commercially, even from a specialty store like crumble, will contain a host of things you don't need or want in your food.

  • @matthewm3912
    @matthewm3912 12 днів тому +2

    The mrs. fields at my hometown mall had an elevator oven with a window display to watch the cookies bake. Way cool.

  • @iforgot8376
    @iforgot8376 Місяць тому +9

    I once had a Crumbl cookie, because they gave out free cookie coupons for the whole neighborhood when they opened near me. And who am I to say no to a free cookie? All I remember is thinking that it wasn't any better than anything I could bake myself while somehow being infinitely more expensive, and that there was no way they'd last.
    Then I saw how many of the local highschoolers go there during lunch and after school, and realized that they had their target market on lock.

    • @Siana-2103
      @Siana-2103 29 днів тому +1

      I wonder how highschoolers budget that though. They very likely get their parents' money, and 1 single cookie is 5$. It's insane

    • @lljw7151
      @lljw7151 26 днів тому +3

      @@Siana-2103its pretty affordable when ur a kid with a job and no bills

    • @Siana-2103
      @Siana-2103 19 днів тому

      @lljw7151 My limit was 20$ a week which was for lunch. You're spoiled lol

  • @badwithnames5180
    @badwithnames5180 Місяць тому +85

    bro those cookies look TERRIBLE what

    • @hotmess9640
      @hotmess9640 Місяць тому +5

      They taste horrible too

  • @blackosprey2219
    @blackosprey2219 28 днів тому +23

    I hope Insomnia wins the cookie war. They were the unpretentious comfort when I needed it most back in school.

    • @LetTheStonesLeadTheWay
      @LetTheStonesLeadTheWay 16 днів тому

      No friend, no. It was the experience that got ya so just remember that moment. Insomnia has horrible business practices just like all the rest.

  • @kadishaprice47
    @kadishaprice47 Місяць тому +14

    I don't understand the appeal of Crumbl. It is just all hype. No substance. I find them disgusting, sickly sweet, underbaked and just too much stuff going on. I prefer a nice simple well-made chocolate chip cookie. I can make better cookies at home that have less sugar and calories and taste far better.

    • @Bunny11344
      @Bunny11344 Місяць тому +2

      I’d rather eat fruit

  • @thedrunkweddingphotographer
    @thedrunkweddingphotographer Місяць тому +30

    28:34 Doesn't take a rocket scientist to see what's wrong with society. Homeless guy walking by as you hype up your $32 dollar cookies.

    • @hotmess9640
      @hotmess9640 Місяць тому +2

      So dystopian

    • @chillaxer8273
      @chillaxer8273 Місяць тому +11

      I don't understand. It's the cookie guys responsibility to solve homelessness?

    • @lasfloresdicen
      @lasfloresdicen Місяць тому +5

      ​@chillaxer8273 no, it's that we are more focused on profit than people.

    • @chillaxer8273
      @chillaxer8273 Місяць тому +7

      @@lasfloresdicen what if that guy had expensive cookies to pay of his debt? Perspective is what we need in the world rn 💀

    • @thedrunkweddingphotographer
      @thedrunkweddingphotographer Місяць тому

      @@lasfloresdicen 💯

  • @jayemover_16
    @jayemover_16 19 днів тому +3

    I'm super happy that the froyo trend died down but didn't die entirely. I love how light the texture is, and the way it's priced by weight instead of by scoops is incredibly convenient. I can get as much or as little as I want. Same can't be said for ice cream.
    On the topic of Crumbl, cookies are literally one of the easiest baked goods you can make from scratch. Literally just "mix all this stuff together in this order and shape into balls/roll out and cut the dough". No special machinery, no special tins or pans you need to use, just mixing dough and baking it. Not even sure why there are franchises that only make cookies to begin with. It should be bakeries that jump on this trend, since they have other things to sell even if it dies.

  • @lobstereleven4610
    @lobstereleven4610 Місяць тому +158

    I've had Crumbl Cookies twice and both times it gave me explosive diarrhea...I hope they go bankrupt lol

    • @Chrytin
      @Chrytin Місяць тому +36

      Skill issue

    • @Kikerikiki
      @Kikerikiki Місяць тому +17

      Because they are baked by idiots who don’t know what soap is

    • @cece121234
      @cece121234 Місяць тому +12

      They were under baked or had raw dough in the center?

    • @chuck9693
      @chuck9693 Місяць тому +3

      Probably food poisoning. Maybe you left it out too long?

    • @tm-te9mh
      @tm-te9mh Місяць тому

      crumbl intentionally undercooks their cookies, do a youtube/google search it's a well known thing and I'm surprised they haven't been shut down

  • @will.davlin
    @will.davlin Місяць тому +87

    Funnel cake is needed

    • @Kadmanx
      @Kadmanx Місяць тому +9

      Definitely an underserved market

  • @RetroPokemonTCG
    @RetroPokemonTCG Місяць тому +3

    I'm impressed that you did your own interviews. Great video!

  • @huck9750
    @huck9750 6 днів тому +2

    There’s a small cookie business in East Idaho called The Cookie Cottage. They are better than crumbl imo. They need to be recognized more, but maybe the smallness is better for them 💗 It’s probably best I don’t live near by 😂. It’s the best treat esp their huckleberry cookies.

  • @jasmine-rose18
    @jasmine-rose18 Місяць тому +41

    I’d rather buy from cookie good than bake some noise lol

    • @andy2641
      @andy2641 20 днів тому

      Fr cheaper and flavors that you can’t really find anywhere else

  • @LapNgo-h9u
    @LapNgo-h9u Місяць тому +7

    I've had their stuff several times (I didn't buy - company got it for us). It's good, but it's nearly impossible to mess up cookies, just by their nature. Fill any food with sugar and you'd have to be pretty terrible to mess it up.
    I NEVER would have bought their product because of insane prices and they all were TOO SWEET! I'm Asian and our desserts have about 20-25% of the sugar in Crumbl products. The fondant sugar cookie was so huge I gave it to the custodian.
    These type places can thrive in a normal economy, but with inflation runnin' wild, it's a much tougher sell. Everyone, do yourself a favor and just buy some fruit and eat it as dessert. You'll feel better about yourself.

  • @taypiper4534
    @taypiper4534 29 днів тому +5

    I’ve seen the shift from crumbl being beloved to being made fun of and I wasn’t surprised at all lol

  • @rachel_sj
    @rachel_sj Місяць тому +57

    My spouse is a former pastry chef, has never had a Crumbl Cookie (honestly, I haven’t either) and doesn’t understand the hype around them.
    He also seemed confused and perplexed when I mentioned how they make their cookies with box cake mix and how dry and unappetizing the cookies tend to be (not to mention how expensive and calorie dense they are too).

    • @TravellerZasha
      @TravellerZasha Місяць тому +17

      I think the hype was the marketing and tiktoks word of mouth. with how often Crumbl changes flavors it fits with the overconsumption trend of Tiktok. I had then once and they were mid at best. Very chewy and super sweet to a sickening level imo.

    • @yayinternets
      @yayinternets Місяць тому +7

      They just taste like sugar. If you don’t eat processed food and sugar all of the time, you wouldn’t like these either.
      Sugar is very addicting; I’m sure they get regular customers from people who eat lots of processed stuff. But to me they just taste like sugar.

    • @fabsmaster5309
      @fabsmaster5309 Місяць тому +1

      Some of the flavors are amazing imo. Most of them have 50% more sugar than I prefer.

    • @rachel_sj
      @rachel_sj Місяць тому

      @@TravellerZasha To me, their marketing and business strategy is similar to that of an ice cream shop, where switching out flavors based on the seasons or a certain holiday is more of the norm.

    • @pavelow235
      @pavelow235 Місяць тому +2

      I for one can't understand the hype of people who actually buy desserts after a meal at a restaurant.... Deserts are so much easier than complex cooking

  • @LeeEverett1
    @LeeEverett1 5 днів тому +2

    The Crumbl hype is definitely dying down. They keep raising prices, the cookie quality isn't there for what you're paying, people caught on that 1 cookie is like 800 calories, and the weekly flavor rotations are super repetitive.
    I give it 3 years max until they start closing underperforming locations.

  • @weshayward2558
    @weshayward2558 Місяць тому +7

    Ive lived in a town with insomnia cookies and people loved it