Crumbl Cookies: Analyzing Growth & Consumer Perception

This project examines Crumbl Cookies’ evolving market position as its rapid expansion faces sustainability challenges. Our team conducted a consumer insights study, targeting Generation Z as the primary focus group while gathering responses from a diverse sample. Using Qualtrics, we designed and distributed a survey to over 470 participants to analyze brand perception, purchasing behavior, and the effectiveness of Crumbl’s marketing strategy.

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Our research found that while customers continue to engage with Crumbl, they are less influenced by its signature rotating menu and social media presence. Key concerns included high operating costs, a prioritization of aesthetics over quality, and shifting consumer preferences toward health-conscious choices.

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Based on these insights, we recommended strategic pivots, including the introduction of a "Better Bite" healthier cookie option, a refined social media strategy emphasizing product quality and customer experience, and optimizations to the rotating menu to balance consistency with novelty.

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This project underscores the importance of leveraging consumer data to inform brand strategy and adapt to evolving market trends.