Crumbl
The biggest cookie chain in America, a Utah company that went from one store in 2017 to over a thousand.
9 figures on Crumbl, drawn from 3 Modern MBA case studies.
The figures
US dollars5
| Against its own chart | |||
|---|---|---|---|
| Average revenue per store based on the most recent franchise disclosures | $1,100,536 | 1st of 6 · top $1,100,536 | Why Crumbl won't last |
| Average net profit take-home per store after rent, supplies and labor | $114,549 | 4th of 6 · top $205,000 | Why Crumbl won't last |
| Non-refundable upfront payment required to operate | $50,000 | 1st of 8 · top $50,000 | Why Crumbl won't last |
| Non-refundable upfront franchise fee by brand | $50,000 | 2nd of 6 · top $55,000 | Why Crumbl won't last |
| Price of a single cookie, 2024 | $4.50 | 2nd of 8 · top $5.77 | Why Crumbl won't last |
Percentages3
| Against its own chart | |||
|---|---|---|---|
| Store-level operating margins, 2018 | 30% | 1st of 6 · top 30% | Why Crumbl won't last |
| Percentage of sales paid to the franchisor as royalties and marketing fees | 12.0% | 2nd of 8 · top 12.5% | Why Crumbl won't last |
| Royalty on gross sales charged to franchisees | 8% | 2nd of 8 · top 15% | How much a Texas BBQ joint actually makes |
Measures1
| Against its own chart | |||
|---|---|---|---|
| Retail footprint in square feet | 1,500 | 2nd of 7 · top 1,700 | Why omakase is suddenly everywhere |
Case studies covering Crumbl
Case study — Food & beverageWhy omakase is suddenly everywhereNo servers, no walk-ins, no storefront, revenue booked before the door opens. Omakase deleted every cost that kills a restaurant.11 min read
Case study — Food & beverageHow much a Texas BBQ joint actually makesOne in three fail, brisket yields 40%, and the biggest variable in whether you survive is one magazine editor's palate.16 min read
Case study — Food & beverageWhy Crumbl won't lastMrs. Fields had its decade too. Crumbl store margins fell from 30% to 10% while corporate went from $4M to $152M.15 min read