Crumbl Cookies, the beloved bakery known for its rotating menu of decadent cookies, has a unique business practice that they close their doors every Sunday. While this might seem unusual, there are several reasons behind this decision. From prioritizing employee well-being to strategic business choices, let’s delve into the factors that contribute to Crumbl Cookies’ Sunday closures.
Crumbl’s Success and Unique Practices
Since opening its first store in 2017, Crumbl has grown rapidly. By spring 2024, it has over 1,000 locations, nearly 20 million social media followers, and sales exceeding $1 billion. The brand is famous for its large cookies and weekly rotating flavors. Its pink boxes are almost as well-known as Tiffany’s blue boxes.
Despite its success, Crumbl does something unusual it closes on Sundays. This decision might seem surprising since many customers want cookies every day. One might think staying open daily would boost sales even more.
Why Crumbl Closes on Sundays
Crumbl explained its choice on LinkedIn. The company believes that while customers want cookies on Sundays, some things matter more than sales. The main reason for the closure is to give staff time to rest and be with family and friends. The company acknowledges that running a store is hard work, but it shouldn’t come at the cost of personal relationships.
Rest and Balance for Employees
In another LinkedIn post, Crumbl noted that giving employees a day off helps them recharge. Co-founder and CEO Jason McGowan confirmed on Reddit that the policy reflects their belief that “life is more than just cookies and money.”
This approach hasn’t hurt business; in fact, it has helped. Crumbl is one of the fastest-growing brands, with franchises in all 50 states and Canada, and plans to expand internationally.
Benefits for Staff and Customers
Having a day off makes employees happier and more rested. This attracts job seekers who value work-life balance. Satisfied workers provide better service, leading to loyal customers and increased sales. To balance the Sunday closure, most Crumbl locations stay open late — often until 10 p.m. on weekdays and midnight on Fridays and Saturdays.
That’s the Way the Cookie Crumbles
Not selling cookies one day a week makes Crumbl’s cookies feel special and harder to get, increasing their demand. Even when the store is closed, Crumbl keeps the excitement alive by revealing the upcoming week’s menu on Sundays. Cookie fans eagerly wait for these “flavor drop” announcements on social media. This encourages people to try the new flavors and share their thoughts online, making the brand even more popular with trending hashtags like #tasteweekly and #crumblreview.
Each week, Crumbl offers six different cookie flavors. Five of these rotate between new and returning options, while one flavor is always available: the classic chocolate chip cookie. This cookie was the first to win an award for Crumbl. Based on customer suggestions, they now switch between milk chocolate and semi-sweet chocolate in the recipe.
If you can’t wait until Monday to enjoy a cookie, you can bake your own at home. Try making dark roast coffee cookies to enjoy while you wait for Crumbl to reopen. For chewy chocolate chip cookies, agave syrup is a great ingredient. If you want an easy way to make bakery-style cookies, using cake mix can be a helpful shortcut.
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