“Everything from our packaging to the tasting notes we include for each cookie adds to that experience.” “People are eager to get their hands on Last Crumb because they’ve likely seen their favorite celebrity or influencer rave about our cookies, and they just have to experience them for themselves,” Arnold said. Still, the exclusivity makes the cookies highly sought after. We produce limited quantities of truly decadent cookies made with high-quality ingredients, and consumers know how good the cookies are through social media and word of mouth.” “They regularly sell out within minutes of going live and the excitement our fans have for each launch never ceases to amaze me. “We have an incredible community that really keeps their eyes on our weekly drops,” Arnold said on the quick-to-sell-out drops. Consumers wanting to get an order are able to opt into texts that alert them to a drop or follow the brand on Instagram. In January 2023, Last Crumb’s Platinum Collection sold out in less than 30 minutes and was then brought back for the month of March to give those who missed it another chance. Social media and email or SMS marketing are two of the most significant ways in which Last Crumb engages its consumers - consistently checking comments and messages for flavors that fans like or don’t like, collections they want to see and suggestions for a better experience. “A large part of our consumer base is interested in and excited by the exclusivity and hype of our limited drops, which means they’re always seeking the best of the best and discovering new items through research, social media and word of mouth.” Since then, the company raised $3 million in funding with backers including hospitality veteran David Grutman and Andrew Rosen, chief executive officer of Theory.Īrnold describes Last Crumb’s consumer as the “in-the-know friend” who seeks experiences and over-the-top moments that they can share with friends and family in real life and on social media. Since its launch in August 2020, Last Crumb has seen hundreds of thousands of people join the waitlist to order the next cookie drop. Last Crumb is delivered in a box with information on every cookie.
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