By Joshua Wood, tourism/business reporter
The largest and fastest-growing cookie company in the nation is opening up its second location in Wyoming.
Crumbl Cookie, which already has a location in Casper, is coming to Cheyenne and will open its doors on Friday, August 26 at the Frontier Mall.
Founded in 2017 in Logan, Utah, Crumbl Cookies has gone from one location in Utah to over 560 locations in 36 states. Crumbl Cookies saw the highest sales growth of any chain in the United States in 2020 with $53.4 million in sales, amounting to a growth of 93% year-over-year.
One of the primary reasons behind its rapid growth retail experts say, is Crumbl’s use of social media, especially TikTok where the company has more than 5 million followers.
Crumbl Cookies also has more than 1 million followers on Facebook and its app is ranked No. 8 on the Apple iOS App Store.
The menu, retail observers, is another key to its success. According to Modern Retail, Crumbl Cookies’ business model is more like that of a sneaker brand than a traditional food-and-beverage business.
Out of more than 150 different flavors, Crumbl features only a limited number of items each week and hypes them up through its website and social media.
Each week, four flavors are released and announced on Sunday, the only day Crumbl is closed. Regardless of how popular those flavors are, they are rotated out the very next week for different flavors.
This week’s menu, for example, includes Cinnamon Frybread, Strawberry Shortcake and Red Velvet Cupcake. The only constant on the menu is Crumbl’s milk chocolate chip cookie.
The new Crumbl Cookies Cheyenne Frontier Mall location is scheduled to open August 26.