Практика Shadowing: Crumbl: How We Built A Cookie Company That Brings In $1 Billion A Year - Изучайте разговорный английский с YouTube
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What do you think about when you think of hype?
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What do you think about when you think of hype?
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Well, what about cookies?
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I never imagined in my wildest dreams that we would do over a billion dollars in sales.
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We just thought it was a fun side hustle.
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With over 980 stores across the U.S and nine international locations,
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Crumble has quite literally taken over the world.
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As I get older and as I build this company,
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I realize more and more everything that we do is really just something that anyone can do.
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Founded in 2017 by Jason McGowan and Sawyer Hemsley,
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the brand has figured out its secret formula.
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Yes, its chocolate chip recipe,
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but also its recipe for creating buzz.
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From its weekly rotating menu to its iconic pink box,
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Crumble has mastered the art of leaving its customers wanting more.
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In the fashion industry, they really came up with this idea of these drops.
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And it's an idea that we use in our business,
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and it does, it creates that hype, it creates that excitement.
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And it also creates some scarcity because you can only have that cookie for that week.
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There are three numbers to watch out for in Crumble's story.
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68,000, the amount that Jason personally invested into starting Crumble.
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300 million, the amount of cookies Crumble says it sold in 2022.
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And 1 billion, the amount Crumble brought in in 2022.
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This is Founder Effect.
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My name is Jason McGowan.
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I'm the co-founder and CEO of a cookie company called Crumble.
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I'm actually originally from Canada.
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I came here to the United States.
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I slept on my friend's floor.
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I just came with an entrepreneurial dream and wanting to build a better life for myself here in America.
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Prior to starting Crumble, Jason worked in technology at companies like Ancestry.
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Before Crumble, I was all about technology.
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I loved building things that were digital.
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I made that decision to kind of leave the tech world and go into cookies.
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Really after the first store opened and we started seeing a lot of success.
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I remember watching as families came in to try these cookies and I thought,
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my whole career I've been trying to bring people together.
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Is it possible that the solution is actually not a digital technology,
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but is it cookies?
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This is Sawyer Hemsley, co-founder and chief brand officer of Crumble.
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Sawyer is my wife's cousin.
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Originally, we didn't know each other that well,
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but I did business with him before,
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and I invested into one of his companies,
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and it didn't work out.
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Ultimately, he had such good character,
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I thought, if I ever get the chance to work with this guy,
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I need to do that.
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My role here at Crumble Cookies,
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I have the pleasure of maintaining and developing the cookies every week.
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And I also am in charge of all the visual,
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creative branding needs for the concept and company.
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The four ounces, I think,
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is the way to go.
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In 2017, Jason and Sawyer teamed up and came up with the idea of starting a cookie company.
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With no experience in baking,
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they started experimenting with hundreds of recipes.
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I had a full-time job.
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Sawyer was going to school,
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so we would kind of get together late at night
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and whatever time we could to just keep making these cookies and then taste testing them.
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We would change out one thing,
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like the milk chocolate chips versus semi-sweet.
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Which one would be better?
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And we had no shame.
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We'd go to gas stations and friends and family,
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and we'd present two cookies,
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and we'd say, which one tastes better?
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It's really good.
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And every single family member that we had at the time said,
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you guys are crazy.
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I think it was about four or five months that it took us to really make one cookie.
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We did everything backwards that you should do in a business.
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We thought, let's do a business together.
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And then we came up with a product.
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Then we bought the equipment.
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And then we started making the products.
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That same year, Jason and Sawyer stumbled across a building in Logan, Utah.
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This building became the first ever Crumble location.
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We realized that it was set to be demolished in six months.
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It was kind of almost an entry because we're like,
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we have no idea if this business is gonna work.
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This could be really fun.
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Maybe this will be the perfect solution for us.
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And we negotiated it down to around $800 a month.
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I was like, okay, let's go for it.
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And so after we negotiated,
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that's how we got the building.
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Early on in Crumble, we decided to self-fund it.
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I invested 68,000 into the business as seed capital to get us started
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and going everything else from that has been self-funded from the success of the business.
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Within Crumble's first two years in business,
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Sawyer and Jason were able to open more than 15 locations.
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Eventually, we opened up our first franchise location,
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and this was store number three.
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As we opened that location,
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we had a ton of cookies on the menu.
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The doors were just flooded with people,
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and lines were just wrapped around the corner.
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We were desperately trying to keep up with all the flavors,
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and it was really, really hard.
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And so customers were getting frustrated,
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like, I drove all this way I can't get this flavor
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we sat down we said you know out of every hard
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time in life there's always an opportunity to think about how
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can we do this better we came up with the idea what
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if we just rotate the flavors let's just drop them right
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on a Sunday where people can't get them they'll be super excited to be talking about what flavors they want
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and it allows us to continue to build and grow
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and that's how the rotating menu was born and that just changed everything in our business.
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Today, Crumble works with over 500 franchise partners worldwide.
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The franchising was really born out of a need to give a family member one of our locations.
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And then as friends and family stores started opening,
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we started seeing more and more success.
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That's when we realized, oh,
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wow, this could not be just a Utah thing or a family thing.
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This could be a really big business.
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And at that moment, we said we're going to go all in.
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In October of 2018, Crumble came out with its own in-house app,
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which helps streamline the customer experience.
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When you're done eating the cookies,
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you can rate how the cookies were.
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Or even before you're done eating the cookies,
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you can take a picture and send them to us.
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And so that lets us see across the nation how's the quality in every single store.
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We can measure that quality,
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see changes or iterations that we need to do to fix the quality.
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I think another huge reason for our success is listening to the customer in most businesses
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when you go into an R&D kitchen you come up with
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some ideas maybe you have people taste them a little bit
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and then you launch your product what we do is we
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actually put them into 50 test store locations throughout the nation
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and they all taste them and they give us feedback and
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that feedback gets circulated back to our R&D team
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and they perfect the product even more and then we launch the product nationwide
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so really a huge part of our success is leveraging our audience talking to our customers listening to them
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when they suggest ideas on social media we actually listen.
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Crumble has also gained major traction online with over 16 million followers across its social media platforms.
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Shortly after the company launched its rotating menu,
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the hashtag CrumbleReview went viral on TikTok.
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Alright, we're at Crumble trying the tres leches.
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Just the right amount of pumpkin.
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Just the right amount of frosting.
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We were heavy in social media right from the beginning.
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Watching TikTok and all these videos and really leaning into it
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and highlighting those people that were tasting our cookies and sharing their reviews.
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And as we did that, it just exploded.
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With Jason's tech background and Sawyer's marketing prowess,
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the Cousins grew Crumble from a hometown bakery into a real-world unicorn company that brings in over $1 billion a year.
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When you start growing a business,
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there's all kinds of different degrees when you go to different stages of the company.
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The very beginning, it's me and Sawyer running around,
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doing the deliveries, answering customer service trying to come up with the next great cookie
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but as you get bigger
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and bigger it's a different kind of business is how you
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can service your franchise partners we got to align all of us
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so now you have not a few entrepreneurs you have a thousand entrepreneurs
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so there's tons of ideas and different ways you can move the business
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and of course as you get bigger and bigger and more
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and more successful there's all kinds of critics start coming out
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and our solution is to focus on the positive what customers love our products
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and how can we surprise and delight and satisfy those customers.
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Being a CEO or an owner of a business is always hard on mental health
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because you know at the end of the day you're the last one.
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You're the one that has to make the decisions if something's not working the buck stops ultimately at the top.
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So although I'm at work and spending a lot of time and making sure I'm building this business,
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how I keep grounded is spending time with my family.
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That's important and even more important than the business.
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You know I never would have imagined that that Crumble would be a unicorn company.
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In 2022, we had our first year of billion-dollar yearly system-wide sales,
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and we have to pinch ourselves.
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You know, as you scale fast,
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you're gonna have a lot of successes,
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and you're gonna have some learnings too.
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For us, we feel like we've hit that point where we've succeeded in the United States,
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and we'll scale back our growth,
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and it will start expanding internationally.
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So as we go to Canada and to the UK,
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that's where a lot of our growth will come, is international.
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Crumble also plans to expand its dessert offerings in the future.
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In January of 2024, it launched its first non-cookie item called the Cinnamon Square.
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You know, one of the biggest lessons that I've learned from starting Crumble is just to get started.
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Whether you don't have a mixer yet or you don't have a recipe for a cookie,
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you just get started.
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You start doing things, you start moving.
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I think action in the early stage is what's really,
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really important to success, just to move.
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I hope that people look back at Crumble and say,
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this is a company that allowed us to create meaningful moments with those who matter most.
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Thank you.
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Ключевая лексика и фразы
- бизнес (business) - деятельность, направленная на получение прибыли.
- гип (hype) - ажиотаж или обсуждение чего-то.
- рецепт (recipe) - набор инструкций для приготовления пищи.
- инвестиции (investments) - вложения средств с ожиданием прибыли.
- успех (success) - положительный результат, достижение цели.
- количество (amount) - величина или сумма чего-то.
- пекарня (bakery) - место, где производят и продают хлебобулочные изделия.
- эксклюзивный (exclusive) - доступный только определённой категории клиентов или на определённый срок.
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