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Crumbl Cookies

also referred to as: crumbl

12 statements across 2 episodes · 3 bullish · 2 bearish · 2 people on the record · first statement Aug 26, 2024 by Seth Berkowitz · said 37 times in 4 episodes since 2024 · across every show →

Mentions by year

brought up most by Guy Raz (34), Jason McGowan (3)

tap a year for its mentions
0013225320242025episodesmentions
02320242025episodes it came up in
007.51.515320242025episodesmentions per episode
2025 25 mentions in 3 episodes 8 per episode
2024 12 mentions in 1 episode

every mention, scene by scene, with the transcript →

Everything said about Crumbl Cookies, oldest first

Aug 26, 2024 negative
Opinion
Berkowitz: Crumbl's product is more cupcake than cookie
“I see a cupcake, I don't really even see a cookie. So, I see it, it's real, it's not nothing, but it's a different, really a very different business, and it's not something that, that we struggle with.”
Seth Berkowitz Aug 26, 2024 ▶ 1:02:12 Insomnia Cookies: Seth Berkowitz
Aug 11, 2025 bullish
Assertion Supported
McGowan: Crumbl has more TikTok followers than Starbucks and Nike combined
“Starbucks and Nucky combined, I think we have more than both of those combined, yeah.”
Jason McGowan Aug 11, 2025 ▶ 52:07 Crumbl: Jason McGowan
Aug 11, 2025 positive
Insight
Crumbl slashed delivery costs by dispatching drivers with surplus warm cookies
“Well, what we learned we could do was, is we wouldn't send out drivers with the exact order, because remember, there's only one flavor. We would send them out with way more cookies than they already had current orders for. And so as a new order would pop up, i…”
Jason McGowan Aug 11, 2025 ▶ 32:46 Crumbl: Jason McGowan
Aug 11, 2025
Assertion Not checkable as stated
McGowan: Crumbl employs over 30 people dedicated to customer replies
“Even today we have over 30 people that are just dedicated to responding to people.”
Jason McGowan Aug 11, 2025 ▶ 46:36 Crumbl: Jason McGowan
Aug 11, 2025
Assertion Not checkable as stated
McGowan: Crumbl leased space and bought equipment before finalizing recipe
“We rented out the building, we got the commercial equipment, we did all that, and we still didn't even know what the recipe was.”
Jason McGowan Aug 11, 2025 ▶ 21:06 Crumbl: Jason McGowan
Aug 11, 2025 positive
Disclosure
Crumbl closes all locations on Sundays to prioritize employee family time
“We want to be able to give bakers time off. We want them to be able to spend time with their friends and families. And this is just core to who we are. It's spending time with family. And if people want to worship on Sundays or they want to do other things on …”
Jason McGowan Aug 11, 2025 ▶ 37:49 Crumbl: Jason McGowan
Aug 11, 2025
Disclosure
Crumbl formed a franchisee council to help select weekly cookie flavors
“One thing that we've done recently is we've brought our franchise, we bring a council together of franchisees, so We have several franchisees who've run extremely well, you know, well-run stores, and they come together and they help us pick the flavors togeth…”
Jason McGowan Aug 11, 2025 ▶ 55:49 Crumbl: Jason McGowan
Aug 11, 2025 neutral
Disclosure
McGowan: Crumbl plans to grow by approximately 100 units annually
“We still plan on growing a hundred units or so a year, but we want to be a little bit more strategic in how we do it and where we place them and all those kinds of things.”
Jason McGowan Aug 11, 2025 ▶ 1:01:57 Crumbl: Jason McGowan
Aug 11, 2025
Disclosure
Crumbl built its first storefront without knowing they needed municipal permits
“Even at the time, I didn't even, this, I didn't even know that you were supposed to get, like, permits and all those kinds of things to do a lot of these things. So we were doing some of these things without permits”
Jason McGowan Aug 11, 2025 ▶ 27:03 Crumbl: Jason McGowan
Aug 11, 2025
Assertion Not publicly verifiable
Crumbl chose milk chocolate chips over semi-sweet based on a Twitter poll
“And so we put a survey out on Twitter and the survey results came back and it was 70% milk chocolate chip, 30% semi-sweet. And that's how we decided that we were going to go with milk chocolate chips instead of semi-sweet.”
Jason McGowan Aug 11, 2025 ▶ 19:43 Crumbl: Jason McGowan
Aug 11, 2025 negative
Insight
McGowan regrets suing copycat competitors, saying it distracted from Crumbl's focus
“Looking back on it, I think, I don't think it was worth the time and the energy. Our whole career has been built on not focusing on competitors, and then all of a sudden this happened, and it caused us to lose focus for a little bit, to be honest, too. So, I w…”
Jason McGowan Aug 11, 2025 ▶ 58:57 Crumbl: Jason McGowan
Aug 11, 2025
Insight
McGowan: Businesses should focus on fans because critics do not pay
“Our critics don't pay for our business. Our fans do.”
Jason McGowan Aug 11, 2025 ▶ 48:09 Crumbl: Jason McGowan
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