Since its humble beginnings in 2017, Crumbl Cookies has transformed into a dominant force in the dessert industry. With over 1,000 stores as of spring 2024, the company has achieved massive success, both in terms of physical locations and digital presence. Crumbl boasts nearly 20 million followers across its social media platforms and has surpassed $1 billion in sales. This rapid growth shows no signs of slowing, as Crumbl continues to captivate customers with its enormous, freshly baked cookies and a unique menu that changes weekly. The brand’s distinctive pink boxes have become as iconic as the Tiffany blue, signaling to anyone who sees them that delicious treats are inside.
However, even amid its meteoric rise, Crumbl does something that may surprise some: it closes all of its locations on Sundays. In an industry where daily operation could boost revenue, the company’s decision to stay closed one day a week might seem counterintuitive. After all, with so many loyal fans craving their cookie fix, wouldn’t it make sense to keep the doors open seven days a week? Yet, despite this pause in business, Crumbl’s growth has not been stunted. Instead, the decision reflects a deeper philosophy about work-life balance.
In a post on its LinkedIn page, Crumbl explained that while many customers might wish to purchase cookies on Sundays, the company values more than just sales. “Sunday is a dedicated day for our Crumbl Crew to spend time with their friends and families,” the company said. Running a Crumbl franchise is a demanding job, but the leadership team believes that no employee should sacrifice meaningful relationships for the sake of business. This emphasis on personal well-being is a core part of Crumbl’s corporate culture.
The company’s leadership, including co-founder and CEO Jason McGowan, has echoed this sentiment in various forums. When asked on Reddit why the stores remain closed on Sundays, McGowan reaffirmed Crumbl’s position, stating that “life is more than just cookies and money.” This ethos of prioritizing people over profits has resonated with both employees and customers. In fact, the policy may have contributed to Crumbl’s success, as it allows the brand to stand out in a crowded market.
Work-Life Balance
Crumbl Cookies‘ decision to close on Sundays goes beyond just boosting demand for its products. According to CEO Jason McGowan, the primary reason behind this policy is to foster a healthy work-life balance for employees, creating a positive and sustainable work environment. McGowan believes that happier employees are the key to delivering better customer service, which ultimately benefits the company in the long run.
While the decision to remain closed on Sundays might seem like a temporary loss in revenue, it is a calculated move aimed at long-term success. By giving employees a day off each week, Crumbl is investing in their well-being, which in turn leads to higher retention rates and improved customer interactions. In the highly competitive food industry, this focus on employee satisfaction becomes a crucial differentiator. Instead of pushing for immediate financial gain, Crumbl takes the long view, believing that a well-rested and motivated staff will lead to better performance and sustained growth.
To Stand Out from its Competitors
Another factor that sets Crumbl apart from its competitors is its commitment to standing out in the market. In an industry where many businesses operate seven days a week, Crumbl’s decision to close on Sundays distinguishes them as a company that genuinely cares about its workforce. This policy not only enhances the employee experience but also reinforces the company’s brand image as one that values quality over quantity. By dedicating one day each week to rest and reflection, Crumbl ensures that its team is refreshed and ready to provide exceptional service during the rest of the week.
The Sunday closure also represents a strategic investment in the future of the company. Beyond employee satisfaction, the day off provides an opportunity for Crumbl to focus on innovation and creativity. The company can use this time to refine its recipes, experiment with new cookie flavors, and improve the overall customer experience. This commitment to continuous improvement ensures that Crumbl remains at the forefront of the cookie industry, offering fresh and exciting products to its loyal customer base.
Invest in the Company’s Future
In essence, Crumbl’s decision to close on Sundays is a multifaceted strategy that prioritizes employee well-being, fosters innovation, and enhances customer satisfaction. While it may seem like a short-term sacrifice, the long-term benefits—both for the employees and the company as a whole—are undeniable.
The Crumbl crew gets to rest on Sundays
Crumbl’s decision to close on Sundays not only aligns with its values but also appears to enhance its appeal. Employees benefit from having a guaranteed day of rest, which is increasingly rare in the fast-paced retail environment. This contributes to a happier, more motivated workforce, and by extension, better customer service. Satisfied employees who feel valued are more likely to provide top-notch experiences for customers, and those positive interactions often translate into customer loyalty.
Furthermore, Crumbl’s six-day workweek is complemented by extended operating hours during the rest of the week. Most stores stay open until 10 p.m. on weekdays, with many locations extending their hours until midnight on Fridays and Saturdays. This ensures that customers can still indulge in their cookie cravings, even without Sunday availability.
Another advantage of closing on Sundays is that it builds anticipation. The weekly pause creates a sense of scarcity that increases demand. Crumbl takes full advantage of this by releasing its upcoming cookie menu on Sunday evenings, sparking excitement among its fan base. Known as the “flavor drop,” this social media event reveals the new and returning cookies that will be available in the coming week. Loyal customers eagerly await this announcement, often sharing their excitement with friends and online communities using hashtags like #tasteweekly and #crumblreview.
That’s the way the cookie crumbles
Each week, Crumbl offers six different cookies: five rotating flavors and its signature chocolate chip, which has been part of the menu since the company’s early days. Customer feedback has led to slight variations in the chocolate chip cookie recipe, with the brand alternating between milk chocolate and semi-sweet versions to cater to different preferences.
For those who can’t wait until Monday to satisfy their sweet tooth, Crumbl encourages at-home baking as an alternative. Whether it’s making a batch of dark roast coffee cookies or experimenting with a shortcut like using cake mix, Crumbl fans can still enjoy the cookie experience. A great trick for achieving chewy cookies is to incorporate agave syrup, which can enhance the texture of chocolate chip cookies.
In sum, Crumbl’s choice to close on Sundays may seem unusual in a business sense, but it has proven to be a strategic move that aligns with the company’s values and strengthens its brand. The focus on employee well-being, combined with the excitement generated by its weekly flavor releases, ensures that the company continues to thrive even without a full seven-day workweek. Crumbl’s approach serves as a reminder that sometimes, doing less can actually lead to more success.
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