Crumbl brings gourmet taste and hi-tech operations to Superior

Superior’s newest retail establishment – Crumbl Cookies – opens in the Superior Marketplace on Thursday, January 7.  Their Chamber grand opening and ribbon-cutting will be the following day on Friday, January 8, with free cookies from 3:00 – 5:00 pm.

Crumbl is one of the most nation’s fastest-growing franchise companies, with almost 150 stores in 18 states. The first Crumbl opened in Logan, Utah, and 100 additional locations are planned for the new year. The company is currently headquartered in Orem, Utah, and plans to open in all 50 states.

The stores serve gourmet cookies – made fast, fresh, and warm. Milk chocolate chip and chilled sugar cookies are always on the menu, along with four “flavors of the week” that rotate among more than 120 company recipes. Drop-in any week and you might find creative flavors like Raspberry Cheesecake, Muddy Buddy, Midnight Mint, or Salted Caramel Cheesecake. They also offer ice cream in a variety of flavors.

Buy several cookies, and you’ll get them in a cool pink box.  In a world of gourmet burritos, over-the-top donuts, and pumpkin-spiced lattes, Crumbl is part of a trend toward fast, upscale, destination eating. You might never touch a stale grocery store cookie again.

When you visit the ultra-modern store in Superior, you might be excused for thinking you’ve entered an Apple Store or some other high-tech retail location.  With its white and light gray motif, Crumbl has made its mark not only with delicious cookies but with tech-savvy operations and marketing.

Founders (and cousins) Sawyer Hemsley and Jason McGowan did not come from a baking background when they opened Crumbl in 2017.  McGowan’s background was in the tech industry. You’ll see lots of tech at work with iPads mounted to kitchen walls, crunching data on costs, sourcing, waste metrics, and more. The state-of-the-art app, website, and store kiosks make ordering, curbside pickup, and (YES!) delivery a snap.

Hemsley came from a business and marketing background. Crumbl’s transparent “open kitchen concept” allows customers to watch employees mix, bake, and prepare cookies from start to finish. Look anywhere on social media – Facebook, Instagram, Twitter, LinkedIn, and TikTok – and you’ll see Crumbl’s top-notch marketing team promoting its brand and loyal customer engagement.

Local franchise owner Savanna Lambert has been delivering cookies quietly around Superior for more than a month, building buzz for her new tasty destination. Even while the food industry has been hit hard during the pandemic, Crumbl has found an appetite for their new stores by customers seeking some special during challenging times.

The new Superior store is located next to Panera Bread and near Whole Foods in the Superior Marketplace.  Please wear masks and respect social distancing regulations if you plan to join us on Friday, January 8.