शैडोइंग अभ्यास: Crumbl: How We Built A Cookie Company That Brings In $1 Billion A Year - YouTube के साथ अंग्रेजी बोलना सीखें

What do you think about when you think of hype?

⏸ रुका हुआ

गति:

189 वाक्य

यदि वाक्य बहुत छोटे या लंबे हों, तो समायोजित करने के लिए Edit पर क्लिक करें।

What do you think about when you think of hype?

Well, what about cookies?

I never imagined in my wildest dreams that we would do over a billion dollars in sales.

We just thought it was a fun side hustle.

With over 980 stores across the U.S and nine international locations,

Crumble has quite literally taken over the world.

As I get older and as I build this company,

I realize more and more everything that we do is really just something that anyone can do.

Founded in 2017 by Jason McGowan and Sawyer Hemsley,

the brand has figured out its secret formula.

Yes, its chocolate chip recipe,

but also its recipe for creating buzz.

From its weekly rotating menu to its iconic pink box,

Crumble has mastered the art of leaving its customers wanting more.

In the fashion industry, they really came up with this idea of these drops.

And it's an idea that we use in our business,

and it does, it creates that hype, it creates that excitement.

And it also creates some scarcity because you can only have that cookie for that week.

There are three numbers to watch out for in Crumble's story.

68,000, the amount that Jason personally invested into starting Crumble.

300 million, the amount of cookies Crumble says it sold in 2022.

And 1 billion, the amount Crumble brought in in 2022.

This is Founder Effect.

My name is Jason McGowan.

I'm the co-founder and CEO of a cookie company called Crumble.

I'm actually originally from Canada.

I came here to the United States.

I slept on my friend's floor.

I just came with an entrepreneurial dream and wanting to build a better life for myself here in America.

Prior to starting Crumble, Jason worked in technology at companies like Ancestry.

Before Crumble, I was all about technology.

I loved building things that were digital.

I made that decision to kind of leave the tech world and go into cookies.

Really after the first store opened and we started seeing a lot of success.

I remember watching as families came in to try these cookies and I thought,

my whole career I've been trying to bring people together.

Is it possible that the solution is actually not a digital technology,

but is it cookies?

This is Sawyer Hemsley, co-founder and chief brand officer of Crumble.

Sawyer is my wife's cousin.

Originally, we didn't know each other that well,

but I did business with him before,

and I invested into one of his companies,

and it didn't work out.

Ultimately, he had such good character,

I thought, if I ever get the chance to work with this guy,

I need to do that.

My role here at Crumble Cookies,

I have the pleasure of maintaining and developing the cookies every week.

And I also am in charge of all the visual,

creative branding needs for the concept and company.

The four ounces, I think,

is the way to go.

In 2017, Jason and Sawyer teamed up and came up with the idea of starting a cookie company.

With no experience in baking,

they started experimenting with hundreds of recipes.

I had a full-time job.

Sawyer was going to school,

so we would kind of get together late at night

and whatever time we could to just keep making these cookies and then taste testing them.

We would change out one thing,

like the milk chocolate chips versus semi-sweet.

Which one would be better?

And we had no shame.

We'd go to gas stations and friends and family,

and we'd present two cookies,

and we'd say, which one tastes better?

It's really good.

And every single family member that we had at the time said,

you guys are crazy.

I think it was about four or five months that it took us to really make one cookie.

We did everything backwards that you should do in a business.

We thought, let's do a business together.

And then we came up with a product.

Then we bought the equipment.

And then we started making the products.

That same year, Jason and Sawyer stumbled across a building in Logan, Utah.

This building became the first ever Crumble location.

We realized that it was set to be demolished in six months.

It was kind of almost an entry because we're like,

we have no idea if this business is gonna work.

This could be really fun.

Maybe this will be the perfect solution for us.

And we negotiated it down to around $800 a month.

I was like, okay, let's go for it.

And so after we negotiated,

that's how we got the building.

Early on in Crumble, we decided to self-fund it.

I invested 68,000 into the business as seed capital to get us started

and going everything else from that has been self-funded from the success of the business.

Within Crumble's first two years in business,

Sawyer and Jason were able to open more than 15 locations.

Eventually, we opened up our first franchise location,

and this was store number three.

As we opened that location,

we had a ton of cookies on the menu.

The doors were just flooded with people,

and lines were just wrapped around the corner.

We were desperately trying to keep up with all the flavors,

100

and it was really, really hard.

101

And so customers were getting frustrated,

102

like, I drove all this way I can't get this flavor

103

we sat down we said you know out of every hard

104

time in life there's always an opportunity to think about how

105

can we do this better we came up with the idea what

106

if we just rotate the flavors let's just drop them right

107

on a Sunday where people can't get them they'll be super excited to be talking about what flavors they want

108

and it allows us to continue to build and grow

109

and that's how the rotating menu was born and that just changed everything in our business.

110

Today, Crumble works with over 500 franchise partners worldwide.

111

The franchising was really born out of a need to give a family member one of our locations.

112

And then as friends and family stores started opening,

113

we started seeing more and more success.

114

That's when we realized, oh,

115

wow, this could not be just a Utah thing or a family thing.

116

This could be a really big business.

117

And at that moment, we said we're going to go all in.

118

In October of 2018, Crumble came out with its own in-house app,

119

which helps streamline the customer experience.

120

When you're done eating the cookies,

121

you can rate how the cookies were.

122

Or even before you're done eating the cookies,

123

you can take a picture and send them to us.

124

And so that lets us see across the nation how's the quality in every single store.

125

We can measure that quality,

126

see changes or iterations that we need to do to fix the quality.

127

I think another huge reason for our success is listening to the customer in most businesses

128

when you go into an R&D kitchen you come up with

129

some ideas maybe you have people taste them a little bit

130

and then you launch your product what we do is we

131

actually put them into 50 test store locations throughout the nation

132

and they all taste them and they give us feedback and

133

that feedback gets circulated back to our R&D team

134

and they perfect the product even more and then we launch the product nationwide

135

so really a huge part of our success is leveraging our audience talking to our customers listening to them

136

when they suggest ideas on social media we actually listen.

137

Crumble has also gained major traction online with over 16 million followers across its social media platforms.

138

Shortly after the company launched its rotating menu,

139

the hashtag CrumbleReview went viral on TikTok.

140

Alright, we're at Crumble trying the tres leches.

141

Just the right amount of pumpkin.

142

Just the right amount of frosting.

143

We were heavy in social media right from the beginning.

144

Watching TikTok and all these videos and really leaning into it

145

and highlighting those people that were tasting our cookies and sharing their reviews.

146

And as we did that, it just exploded.

147

With Jason's tech background and Sawyer's marketing prowess,

148

the Cousins grew Crumble from a hometown bakery into a real-world unicorn company that brings in over $1 billion a year.

149

When you start growing a business,

150

there's all kinds of different degrees when you go to different stages of the company.

151

The very beginning, it's me and Sawyer running around,

152

doing the deliveries, answering customer service trying to come up with the next great cookie

153

but as you get bigger

154

and bigger it's a different kind of business is how you

155

can service your franchise partners we got to align all of us

156

so now you have not a few entrepreneurs you have a thousand entrepreneurs

157

so there's tons of ideas and different ways you can move the business

158

and of course as you get bigger and bigger and more

159

and more successful there's all kinds of critics start coming out

160

and our solution is to focus on the positive what customers love our products

161

and how can we surprise and delight and satisfy those customers.

162

Being a CEO or an owner of a business is always hard on mental health

163

because you know at the end of the day you're the last one.

164

You're the one that has to make the decisions if something's not working the buck stops ultimately at the top.

165

So although I'm at work and spending a lot of time and making sure I'm building this business,

166

how I keep grounded is spending time with my family.

167

That's important and even more important than the business.

168

You know I never would have imagined that that Crumble would be a unicorn company.

169

In 2022, we had our first year of billion-dollar yearly system-wide sales,

170

and we have to pinch ourselves.

171

You know, as you scale fast,

172

you're gonna have a lot of successes,

173

and you're gonna have some learnings too.

174

For us, we feel like we've hit that point where we've succeeded in the United States,

175

and we'll scale back our growth,

176

and it will start expanding internationally.

177

So as we go to Canada and to the UK,

178

that's where a lot of our growth will come, is international.

179

Crumble also plans to expand its dessert offerings in the future.

180

In January of 2024, it launched its first non-cookie item called the Cinnamon Square.

181

You know, one of the biggest lessons that I've learned from starting Crumble is just to get started.

182

Whether you don't have a mixer yet or you don't have a recipe for a cookie,

183

you just get started.

184

You start doing things, you start moving.

185

I think action in the early stage is what's really,

186

really important to success, just to move.

187

I hope that people look back at Crumble and say,

188

this is a company that allowed us to create meaningful moments with those who matter most.

189

Thank you.

TRENDING

शैडोइंग तकनीक क्या है?

शैडोइंग (Shadowing) एक विज्ञान-समर्थित भाषा सीखने की तकनीक है जो मूल रूप से पेशेवर दुभाषिया प्रशिक्षण के लिए विकसित की गई थी। विधि सरल लेकिन शक्तिशाली है: आप मूल अंग्रेज़ी ऑडियो सुनते हैं और तुरंत इसे ज़ोर से दोहराते हैं — जैसे वक्ता की छाया 1-2 सेकंड की देरी से। शोध से पता चलता है कि यह उच्चारण सटीकता, स्वर, लय, जुड़ी हुई ध्वनियाँ, सुनने की समझ और बोलने की प्रवाहशीलता में काफ़ी सुधार करता है।

☕ हमें एक कॉफी पिलाएं

आपके समर्थन के कारण ShadowingEnglish 100% मुफ्त है। सर्वर और AI की लागत अधिक है — आपकी कॉफी हमें आगे बढ़ने में मदद करती है! 🙏

PayPal के माध्यम से दान करें

ShadowingEnglish.com – अंग्रेज़ी शैडोइंग अभ्यास

शैडोइंग अभ्यास: Crumbl: How We Built A Cookie Company That Brings In $1 Billion A Year - YouTube के साथ अंग्रेजी बोलना सीखें

लोकप्रिय

इस वीडियो के साथ बोलने का अभ्यास क्यों करें?

व्याकरण और संदर्भ में अभिव्यक्तियाँ

सामान्य उच्चारण के मामलों

शैडोइंग तकनीक क्या है?

शैडोइंग अभ्यास: Crumbl: How We Built A Cookie Company That Brings In $1 Billion A Year - YouTube के साथ अंग्रेजी बोलना सीखें

ऐप डाउनलोड करें

इस वीडियो के साथ बोलने का अभ्यास क्यों करें?

व्याकरण और संदर्भ में अभिव्यक्तियाँ

सामान्य उच्चारण के मामलों

शैडोइंग तकनीक क्या है?