It's Sweeping the World...And I've Never Heard Of It!

Summary

Podcast Summary: Armstrong & Getty On Demand – It's Sweeping the World...And I've Never Heard Of It!

Episode Release Date: December 17, 2024
Host/Author: iHeartPodcasts
Podcast Title: Armstrong & Getty On Demand

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Introduction to the Crumble Cookie Craze

In this episode of Armstrong & Getty On Demand, hosts Jack and Joe delve into the burgeoning phenomenon of Crumble Cookies—a trend that's rapidly gaining traction among teens nationwide. The discussion begins with Joe introducing the topic with a mix of surprise and intrigue:

Joe [01:00]: "It's sweeping and I've never heard of it. It's one more thing. Armstrong and Getty. One more thing."

Jack draws a parallel between this new craze and the global sensation BTS, highlighting the virality and aesthetic appeal of the trend:

Jack [01:08]: "It's like I saw a picture of the hot new boy band the other day. The new BTS."

The Rise of Crumble Cookies

Joe expounds on the origins and explosive growth of Crumble Cookies, emphasizing the role of social media in propelling the brand to national fame:

Joe [07:04]: "Our strategy right from the beginning was social media," says Jason McGowan, the company's co-founder. "We designed this with social media in mind."

The hosts discuss how Crumble Cookies leverages platforms like TikTok, YouTube, and Instagram to create weekly flavor announcements that become viral sensations. This approach not only keeps the brand relevant but also fosters a community of loyal customers eager to try the latest offerings.

Social Media Strategy and Marketing Genius

Jack and Joe analyze the meticulous social media strategy employed by Crumble Cookies' 30-person social media team. They highlight how professional filming and photography are used to showcase the cookies, making each new flavor release an event in itself:

Joe [06:02]: "They have a 30 person social media team with professionals who film and photograph the cookies for their weekly flavor announcements and build like a viral."

The discussion underscores the effectiveness of this strategy in creating buzz and maintaining customer engagement, ensuring that Crumble Cookies remains at the forefront of youth trends.

Cultural Impact and Youth Engagement

The conversation shifts to the broader cultural implications of Crumble Cookies' success. Joe remarks on the economic power of girl pop culture and how brands are increasingly tapping into these dynamics to drive sales:

Joe [12:06]: "It's about the economic power of girl pop culture, as the movies Barbie and Wicked have shown, as Taylor Swift has shown."

Jack raises a critical point about the sustainability of such trends, comparing Crumble Cookies to Krispy Kreme—acknowledging that while viral success can be fleeting, Crumble Cookies' innovative approach may offer a longer lifespan:

Jack [06:36]: "I just wonder because like Krispy Kreme donuts did this and a lot of the Krispy Kreme locations came and went... Are people going to continue to come and get this product?"

Sustainability and Long-Term Viability

The hosts ponder whether Crumble Cookies can maintain its momentum beyond the initial wave of social media-driven popularity. They reference past brands that enjoyed temporary fame before fading away, questioning if Crumble Cookies' diverse flavor offerings and community engagement will secure its longevity.

Jack [13:24]: "I'll be interested to see if you can make that last, because you have to be able to still be open a year later when the TikTok challenge craziness of it wears off."

Joe counters with optimism, suggesting that the integration of customer feedback into new flavors and the strong community presence could differentiate Crumble Cookies from other fleeting trends.

Humorous Take on Calorie Counts and Personal Anecdotes

Interspersed with the main discussion, Jack and Joe share light-hearted banter about the high-calorie content of Crumble Cookies. Michael, one of the recurring guests, brings humor into the conversation with a tongue-in-cheek comment:

Michael [05:02]: "I'd give up my toes for that."

The hosts continue to joke about their struggles with sabotaging their diets by indulging in the delicious yet calorie-laden treats, adding a relatable and entertaining layer to the discussion.

The Business Model and Consumer Engagement

Joe elaborates on Crumble Cookies' unique approach to consumer engagement by incorporating customer reviews and encouraging social interaction around their products:

Joe [13:09]: "Crumble puts reviews up on their website as people film little TikToks or Instagrams or whatever to review the... They even put the negative ones up there. It's like, hey, we're a community. Let's all talk about it and talk about what flavors we like."

This transparent and community-focused strategy not only builds trust but also fosters a sense of belonging among customers, further driving the brand's popularity.

Final Thoughts on Modern Marketing and Consumer Behavior

As the episode draws to a close, Jack and Joe reflect on the intricate relationship between modern marketing techniques, social media influence, and consumer behavior. They discuss how brands like Crumble Cookies exemplify the shift towards highly interactive and trend-driven business models that resonate deeply with younger demographics.

Joe [14:51]: "Especially in the modern world with all of its tools and avenues to find out about stuff and get approval and thumbs ups and hearts. And all for you agreeing with other people."

The hosts conclude by contemplating the future of such trends and the potential challenges brands may face in sustaining consumer interest over time.

Conclusion

It's Sweeping the World...And I've Never Heard Of It! offers insightful commentary on the meteoric rise of Crumble Cookies, delving into the strategies that have propelled it to national fame and examining the cultural forces that sustain its popularity. Through a blend of humor, critical analysis, and genuine curiosity, Armstrong and Getty provide listeners with a comprehensive understanding of how modern trends emerge and the factors that influence their longevity.

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Notable Quotes:

• Joe [01:00]: "It's sweeping and I've never heard of it. It's one more thing. Armstrong and Getty. One more thing."
• Jack [01:08]: "It's like I saw a picture of the hot new boy band the other day. The new BTS."
• Joe [07:04]: "Our strategy right from the beginning was social media."
• Michael [05:02]: "I'd give up my toes for that."
• Joe [13:09]: "Crumble puts reviews up on their website as people film little TikToks or Instagrams or whatever to review the..."
• Joe [14:51]: "Especially in the modern world with all of its tools and avenues to find out about stuff and get approval and thumbs ups and hearts."

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This summary captures the essence of the episode, providing a detailed overview of the key discussions, insights, and humorous exchanges between the hosts. It is designed to engage readers who have not listened to the episode, offering a clear and comprehensive understanding of the topics covered.

Transcript

[Jack]

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[Katie]

Ch, ch ch.

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[Joe]

It's sweeping and I've never heard of it. It's one more thing. Armstrong and Getty. One more thing.

[Jack]

It's like I saw a picture of the hot new boy band the other day. The new bts.

[Joe]

Yeah.

[Jack]

And I had never heard of them. And. But they looked exactly like bts.

[Joe]

K Pop again. The Korean fellas.

[Jack]

Yeah, yeah, yeah, yeah, yeah.

[Joe]

Kind of a tough looking one.

[Jack]

And a skinny, androgynous. Yeah, exactly.

[Joe]

Sporty one. Yeah. You know what's funny is because I read fairly voraciously, mostly for this job, partly out of just habit, I do become aware of some of the youth trends. I mean, if you don't have kids, you have to accidentally come across it.

[Jack]

Oh, no. If I didn't have kids, there's a lot of stuff I wouldn't know.

[Joe]

Well, right, but I'm thinking about, you know, back in the day, not terribly long ago, uh, the idea of like the Wall Street Journal doing an article on me and my friends saying, you know, that kicks ass. Instead of that's cool. I mean, nobody would care. Nobody would write about it. Old people wouldn't be. Older people wouldn't be aware of it. They wouldn't know our hot trend. They would know that REO Speedwagon recently was hotter than sticks or whatever. Nobody cared and nobody should care. Having said that, I came across this headline. The Billion Dollar Cookie Empire that Teens love and Parents Hate.

[Jack]

Okay.

[Joe]

Katie, do you know anything about crumble?

[Jack]

Sam said that to me on Sunday.

[Sam]

I am.

[Joe]

Really?

[Jack]

Yeah, it came up. Somehow it came up. He said, oh, every crumble's the hottest thing, dad. Dude. I was like, I don't know what you're talking about.

[Joe]

Wait a minute.

[Sam]

They're so good.

[Joe]

We're getting a sex face from Katie. Michael, they're very good.

[Sam]

The things I would do for crumble cookies.

[Joe]

Don't. Nah, la la la la. HR Is calling. I'll lose my toes over those cookies. Wow. A really dark diabetes joke, but a good one from Michael.

[Jack]

So are they in plastic like Oreos? Do I buy them at a store?

[Sam]

No, they come in a box. Like donuts.

[Jack]

They come in a box and they're.

[Joe]

They're five bucks each, like in 700 calories per cookie. So here's the story. And this is. This is. It's. It's more about the Internet age than the cookies. Every Sunday at 8pm Eastern, tween and teen girls across the country check crumble cookies. It's crumble without the E at the end. Crumble. Anyway, they check crumble cookies. Social media to discover the week's newest flavors. Then they start begging their parents to take them to the bakery for $5 for a $700 calorie cookie.

[Jack]

And like, can I go to any grocery store? Do I have to go to a.

[Sam]

You have to go to a crumble cookie.

[Jack]

A crumble cookie. Okay.

[Joe]

Yeah.

[Jack]

Do I have one near me? I don't know.

[Joe]

Just a few more details that will probably make. Oh, my wife was baking cookies yesterday afternoon. Holy cats. I just.

[Michael]

Wow.

[Joe]

Fresh baked cookies. I mean.

[Jack]

Yeah. You can't say no to that.

[Joe]

No. And it's just. It's maybe the best smell on earth other than like your baby.

[Jack]

We were at a. We were at a restaurant the other night, and one of the dessert options were three cookies and a glass of milk. And it was like $15 or something for three cookies and glass of milk. But they baked them. It took a while to get the dessert, but you had a hot, fresh baked chocolate chip cookie, oatmeal raisin cookie, and then some other kind of cookie and a cold glass of milk. I thought, that's a freaking good dessert right there.

[Sam]

Yeah.

[Joe]

Wow. Wow. You throw a snickerdoodle in there. Fresh baked. I'll run over your grandmother. Yeah, I will.

[Jack]

I don't think you can top Michael, who is actually diabetic, saying, I'd give up my toes for that.

[Joe]

Jack.

[Sam]

There's a crumble Cookie in West Sacramento. You can hit it on your way home.

[Jack]

Oh, just what I need.

[Joe]

Wow. Wow. So it doesn't matter if anyone really likes pink donut, lemon cheesecake or oatmeal skillet cookies, they feel like they have to have them. And TikTok, YouTube and Instagram videos are fueling the surge. So what's really interesting and the reason I brought it up is the co founders have concocted what the Journal calls a perfect recipe of social media and sugar. Quote. Our strategy right from the beginning was social media, says Jason McGowan, who started the company, what is it, seven years ago, single store in Logan, Utah of all place. Now chief executive. Now they have a 30 person social media team with professionals who film and photograph the cookies for their weekly flavor announcements and build like a viral. You've got to be in on this. You gotta be cool. All your friends are talking about a thing which new cookies every week.

[Jack]

Which works for some people. It works for enough people.

[Joe]

That happens between girls, for instance.

[Jack]

Happens with many coffee shops in my town. When the word gets out the coffee shop and people wait in line for an hour to say they've been there and how amazing it is. I'm the opposite of that kind of person. But if the cookie's good, the cookies good. I just wonder because like Krispy Kreme doughnuts did this and a lot of the Krispy Kreme locations came and went. I mean, they were super hot for a little while and then they went away because a lot of it was the. Oh, have you been? You haven't been? I've been once. That wears off. It's just. Do people continue to come and get this product?

[Sam]

Yeah, that kind of happened with nothing. Bunt cakes to a little bit. They were a little trendy there for a while, but I, I just think.

[Joe]

Bunt cakes. Is that what you just said, man?

[Jack]

Here today, gone today. That one came and went without me ever hearing about it.

[Sam]

Oh, really? Oh, okay. But it's a shop that only does bundt cakes, but they do little personal ones and they've got all the different flavors and they come in cute packaging and they were like the big gift for a while, but whatever. Crumble cookies. I'm looking at their national flavors this week. White chocolate raspberry cheesecake.

[Joe]

Yes, please.

[Sam]

Cranberry. White chip, which is just a white chocolate chip cookie with cranberry. Now, Joe Snickerdoodle cupcake.

[Jack]

Oh.

[Sam]

A warm cinnamon sugar cookie topped with cream.

[Jack]

Don't make sex noises. I gotta leave. If you're gonna make sex noises.

[Joe]

Wait a minute. Go back to that description.

[Sam]

All right.

[Joe]

Your eyes, Jack. Yeah.

[Sam]

Plug your ears, Jack. A warm cinnamon sugar cookie topped with cream cheese frosting and an extra dash of cinnamon sugar and it looks delightful.

[Jack]

Oh, crap.

[Joe]

Go no further. And that's my bounds of decency. But, yeah, I would. Yeah, that's your sex.

[Jack]

Oh, crap.

[Joe]

Shut up. I would wake up next to that cookie and look at it longingly and say, I think I love you. Wow. Wow.

[Katie]

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[Joe]

So the other aspect. Real quick. Katie would you describe one of those cookies again.

[Jack]

Oh, I'm looking at pictures now.

[Joe]

Here, I'll describe it just like you did. Yeah, yeah.

[Sam]

We'll do the white chocolate raspberry because it sounds great. A smooth cheesecake filling infused with white chocolate marbled and baked with raspberry jam and then topped with a whipped cream dollop and white chocolate curls.

[Joe]

Thanks for calling 1-800-COCTOR.

[Jack]

And is that also in high heels? Also, I'm looking at that cookie and.

[Joe]

High heels and stockings.

[Jack]

Oh, my God. I'm looking at the white chocolate raspberry cheesecake. That is something right there.

[Joe]

I know. Stop it. Stop it with that.

[Jack]

I remember where I heard of my son. So my son went to our local donut shop the other day and he brought back this crazy donut. And it had maple on it, bacon on it, and then some stuff on it. And I said, what's that? And he said, it's crumble. I said, what? Crumble cookie? You don't know crumble cookie? And I said, no. So they put crumble cookie on top of the donut and the bacon. But that's how I first heard about it. Interesting thing about the logo, too, because you mentioned it. C, R, U, M, B, L. All small letters, not capital. Did you see that article the other day? I think it was in the Wall Street Journal about modern logos and how they've cracked the code on what we remember or what tracks are. I. That's why almost all logos now are small letters. No capital letters. It's got something to do with remembering and catching your eye. Capital letters are over. If it's Google or Microsoft or crumble cookie or whatever. Small letters, short words, round childlike letters like these. Are those logos really, really work?

[Joe]

Yeah. It turns out one of these crumble milk chocolate chip cookies. 730 calories. That is 140 more than a Big Mac.

[Jack]

Wow.

[Sam]

So I will rest your souls with this. They make a miniature version of all their. Their flavors, and you can get them, and they're only 400 calories.

[Jack]

That's a lot of calories.

[Joe]

So the other aspect of this that I find so interesting, aside from cookie lust, which I feel, as much as any human being on Earth, love them. First of all, obviously, it was the. We designed this with social media in mind. This was our plan. The other part of it is the economic power of girl pop culture, as the movies Barbie and Wicked have shown, as Taylor Swift has shown. That's a. Marketers are aware of it and looking toward it in new way, in new ways. Although, you know, Taylor Swift is a lot of young girls and adolescents and teens and twins and stuff. It's a lot of adults, too.

[Jack]

Like I said with Krispy Kreme donut in this Crumble thing, I'll be interested to see if you can make that last, because you have to be able to still be open a year later when the tick tock challenge craziness of it wears off. And it's just a product. Are people going to continue to stop by on a regular basis and buy a dozen to bring to work or ever? I mean, it's amazing to me how many donut shops I know of that have survived for many, many years. And they're not. They're not nice, they're not fancy, they're not. They're not anything. But somehow they got the right combination of the price and donuts that they can stay open and keep the doors open.

[Joe]

Oh, one more business point. Crumble puts reviews up on their website as people film little Tiktoks or Instagrams or whatever to review the. They even put the negative ones up there. It's like, hey, we're a community. Let's all talk about it and talk about what flavors we like. And so that's an interesting point of view. The second point I wanted to make is a little more, you know, cloudy, amorphous, foggy, corporate America has fully embraced girly stuff for girls. At the same time, when, like, the transgender madness is sweeping the schools and girls are pretending they're boys, and there's a mass contagion about that, is it just that with the online thing, people are so easily led down one path or the other, whether it's Cookie Gorgin or getting their breasts cut off, I don't know.

[Jack]

I don't know. Because, like, you and I are not that person. So if something becomes really popular, my knee jerk reaction is to not want to eat it, wear it, listen to it, whatever. And that's dumb also because sometimes the stuff is good, but that's my knee jerk reaction. As opposed to most people whose knee jerk reaction is. That's what people are into. I want to go. I need to go to the coffee shop. I need to eat that donut. I need to wear those shoes. I need to listen to that music. So, you know, it's impossible for people like you and I to get in the head of people who want to be part of that all the time.

[Joe]

Yeah. Yeah. Especially in the modern world with all of its tools and avenues to find out about stuff and get approval and thumbs ups and hearts. And all for you agreeing with other people. My final note will be. Last week's menu included the. Oh. Many of the new cookie varieties are inspired by customer suggestions. Last week's menu included the Brookie pie. That is a chocolate chip cookie cradling a brownie topped with vanilla mousse and drizzled with chocolate. Come on.

[Jack]

Oh, crap.

[Sam]

How are we supposed to stay in shape with this kind of stuff?

[Jack]

So that's a pretty clever idea. Having new different things every week. That's a pretty good idea. And then you know what?

[Joe]

Science. Go ahead. Sorry.

[Jack]

And just being set up to be able to pull that off.

[Joe]

Yeah, yeah, it's. It's clever as hell. So science needs to come up with this. Some sort of. I don't know exactly how you would do it. It would probably involve electrodes and scanners, but you'd be on an elliptical eating and there would be like an arrow. Are you gaining weight or losing weight on the elliptical? Maybe you're even jogging.

[Jack]

Yeah.

[Joe]

And. Yeah.

[Jack]

And what you're trying to do is just keep the needle in the middle, right?

[Joe]

Exactly.

[Jack]

Yeah.

[Sam]

You'll break even.

[Jack]

Yeah.

[Joe]

Full on self indulgent. As long as you kept the thing.

[Jack]

Going and you put the donut down for a second. Okay, I gotta walk a little bit more. Okay, take another bite. Just try to keep the needle right in the middle. And I need that, I need that all day long right in front of me, that needle.

[Joe]

Yeah. And. Or you'd think, holy crap, I'm going hard at this elliptical and I'm still not breaking even eating this stuff.

[Jack]

Yeah, that's always rough when you, you're on the treadmill or whatever for a half an hour and you burn like the equivalent of a half a Snickers.

[Joe]

Yeah. Yeah. Lesson learned.

[Jack]

So I got a donut shop near me. As I've mentioned, it used to be my, my old house. I moved and now it moved. So it seems to have followed me. But interesting thing, I. I'm amazed by entrepreneurs. People open up businesses and make a go of it. Man, I really am kind of jealous and jealous and idealize people that do that. But anyway, I was looking at that donut shop and like kind of roughly counting the number of donuts in there and rough idea what I think the profit is on per donut. I just can't figure out how they come out ahead. And there's lots of stores like that. I just figured how can you possibly sell enough donuts to like pay a couple of salaries? The Electricity, the blah, blah, blah. I just, I don't know how that works on one end. The other part of it is he and his wife are super fit and it just kind of bothers me. I don't mind a fat guy and his fat wife running a donut shop, but super like ridiculously fit. You know those people?

[Joe]

Yeah, we had this in, in our workplace, remember? Yeah.

[Jack]

And what's going on with you? You're so fit and you're selling donuts. I don't think you've had a donut in your life. Are you just like, what's going on here? Like these mocking the rest of us, the lack of like the mobs that.

[Joe]

Sell death on the streets, the drugs. But if you're one of the mobsters, you're not allowed to touch it, right?

[Jack]

Yeah, yeah, I'm gonna meaning to ask him about that. Like, do you ever eat donut? Eat a donut in front of me. I want to see you eat a donut.

[Joe]

I'll pay for it. In fact, I'll buy two dozen donuts. You eat a donut.

[Jack]

I just want to see you take a bite of one of your donuts.

[Sam]

You guys are gonna start going into donut shops and threatening the fit owners.

[Jack]

Eat a donut. Yeah, you mock me.

[Sam]

Eat a donut also, Joe, one more for you, Crumble. Crumble does do a key lime pie cookie.

[Joe]

Oh, come on.

[Jack]

Oh crap.

[Sam]

We're doomed.

[Joe]

I'm only a man. How can I resist? I only need three toes on each foot.

[Jack]

Just enough.

[Joe]

Oh, God. Again with the toes. Just so I can get by.

[Jack]

That's funny.

[Joe]

Well, I guess that's it.

[Katie]

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[Jack]

Say, hey Meta, how do I make a latte?

[Joe]

Brew two shots of espresso.

[Jason]

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[Jack]

Hey Meta. Play hip hop music.

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You head to meet some friends but can't remember the place.

[Jack]

Hey Meta.

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[Eva]

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[Jack]

Ch ch ch.

[Michael]

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[Joe]

18.