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Introduce the chosen news article and its source.

Provide a brief overview of the main points discussed in the article.

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Use a graphic to visually demonstrate the standard equilibrium model's application to the policy or situation in the article.

Analyze whether the model’s predictions align with the article's content.

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https://www.brandvm.com/post/the-rise-of-crumbl-cookies

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The Rise of Crumbl Cookies: Sweet Marketing Success | Brand Vision

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Crumbl Cookies has taken the dessert world by storm, turning a simple concept—freshly baked, gourmet cookies—into a nationwide and even international craze. With lines out the door, millions of social media followers, and a rapidly expanding number of locations, Crumbl has become much more than just a cookie shop. It’s a brand, a phenomenon, and a prime example of how effective marketing can turn a small business into a global sensation. Let’s dive into how Crumbl Cookies became so famous and the marketing strategies behind its meteoric rise.

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The article "The Rise of Crumbl Cookies: Sweet Marketing Success" discusses the marketing strategies that have driven Crumbl's brand and overall success through the roof. Their use of social media, influencer collaborations, and consistent brand imaging has established a foundation for the Crumbl empire to expand into 300 stores across the United States.

Crumbl's influencer collaborations have heavily contributed to the company's rapidly increasing success. Collaborations with social media influencers such as Mikayla Nogueri, Matt Peterson, and Kylie Jenner has allowed Crumbl to reach a wide variety of audiences around the country, increasing demand for these delicious cookies.

Additionally, Crumbl's online and social media presence has made the company somewhat of an influencer themself. Their visually appealing and engaging content and limited-time flavors keep their followers excitedly waiting for the next post. Crumbl has successfully turned a cookie business into a much bigger experience that everyone is eager to be a part of.

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This graph is representing a simultaneous shift of an increase of supply and demand. This is to represent how demand was increasing for Crumbl's cookies due to their strategic marketing, social media, influencer partnerships, and unique, limited, high quality cookie. The graph also shows how supply increased due to Crumbl rapidly franchising their store, going from one store to now over 800 locations, even some outside of the US.

As demonstrated in the graph, the increase in demand was larger than the increase in supply. This is to represent how Crumbl's customers have a larger demand for their cookies than they can supply since Crumbl often runs out. As well as Crumbl not being able to build enough franchises to match customer demand fast enough. Not only this Crumbl has a rotating business model, meaning they have new products and flavors every week. This model helps create cookie scarcity, keeping demand so high. This shorage of supply is represented in the graph as the red shaded area.

The graph above also shows it's equilibrium points. The first equilibrium point as E1 and the second after both shifts as E2. Those points represent where Crumbl would have an exact supply of cookies for every customer who would want one. However, this is not the case in the real world. As stated above, Crumbl is not able to meet the demand of customers for their cookies. So often times there is a shortage of Crumbl cookies, and again this is reflected in the graph as the red area.

This model's predictions well align with the article content. The article applauds Crumbl for their business model and use of resources. They explain how Crumbl has created an experience with their cookies and gained popularity fast but have also created a way to keep that popularity with their new flavors every week. The article predicts Crumbl will have a shortage and be scares due to that model, influencer and social media buzz and that is exactly what is shown in the model.

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Summarize the positive (descriptive) and normative (value-based) analysis of the policy or situation.

Present a reasoned conclusion on the policy's effectiveness, considering efficiency, equity, winners and losers, etc.

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Crumbl has gained fast popularity using techniques such as strategic marketing, social media, influencer partnerships, and unique, limited, high quality cookie. Due to the fast increase in popularity and demand for these cookies, Crumbl has not been to franchise fast enough to keep up with supply, causing a shortage for their cookies.

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If Crumbl keeps franchising and building new locations, they will eventually match demand if demand stays the same or decreases.

Crumbl may also be able to close the shortage of their cookies by each location increasing their production.

However, the scarcity of their cookies is part of their business model and if there is not a shortage anymore then that may affect demand and make them less appealing. As well as this there are always new or other competitors, they have to compete with such as Insomnia Cookies.

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Crumbl's business model is very effective. They appealed to the younger generation, but also got everyone talking. They used various marketing strategies to ensure their popularity such as an experience not just a cookie, influencer partnerships, a high-quality cookie, cute visuals, and customer engagement. Not only this, they based their business on scarcity. They have new flavors every week, this makes it so that customers have to keep coming back and keep an eye open for their favorite flavors.

Crumbl might face equity challenges in the future with rising real estate costs, that is if they want to franchise more locations, which it sounded like they do. Along with higher ingredient costs, as well as labor wages. This could be a challenge since they would most likely have to increase their costs to maintain profitable, resulting in a possibility of driving some customers away.

Crumbl's winners and losers. Some of crumbl's winners may be the individuals they partnered with, along with individuals who run the business and have equity in the company. Other winners might be those who started a Crumbl franchise of their own. Some losers might be companies who are missing out on business and lost customers. This might include but is not limited to Insomnia Cookies, other cookie stores, bakeries, cupcake shops, ice cream stores and more.

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Identify and explain relevant economic concepts related to the article.

Describe how the article ties into class economic principles.

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Crumbl Cookie is a gourmet cookie store, meaning that both the company and its consumers may give up many things to provide or receive a premium experience.

For Businesses:

Consistency: Crumbl Cookie gives up having a consistent menu which would affect their loyal customers since some usually come in for a specific cookie. The rotation of the menu means that specific flavors are unavailable after a week. The inconsistency can affect sales stability and loss of repeat customers.

For Consumers:

Money: These cookies are gourmet and have unique flavors, so they are higher in price. For example, one Crumbl cookie is the same price as a box of cookies at the grocery store. The customers are giving up the extra money they could have saved by buying a cheaper option in exchange for a gourmet experience.

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Supply and Demand

Crumbl Cookie's business practices heavily revolve around the principles of supply and demand.

Supply: Their rotating weekly menu items give off a feeling of scarcity. Due to the limited time offered, there is also a limit in the supply of the flavors. The scarcity makes customers more inclined to buy more of the new cookies due to the fear of missing out.

Demand: Crumbl has a strong social media presence, especially on TikTok, where popular influencers eat and rate the newest weekly flavors. Customers are more willing to buy the cookies if someone they trust is endorsing them. The scarcity of cookies in addition to their effective influencer marketing contributes to their booming demand.

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HAPPY MONDAY 😋💫🍪 BACK AT IT WITH THIS WEEK’S CRUMBL!!! #crumblreview #foodreview #crumblcookiesoftheweek #crumblasmr #mukbang #fypviralシ #satisfying #cookiesandmilk #cookiemukbang #sweettooth #foodie #foodtiktok #crumbl #eatingasmr #crunchyasmr 

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@thatfoodielyss
HAPPY MONDAY 😋💫🍪 BACK AT IT WITH THIS WEEK’S CRUMBL!!! #crumblreview #foodreview #crumblcookiesoftheweek #crumblasmr #mukbang #fypviralシ #satisfying #cookiesandmilk #cookiemukbang #sweettooth #foodie #foodtiktok #crumbl #eatingasmr #crunchyasmr
♬ original sound - That Foodie Lyss

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Even if the prices of the cookies do increase, people will still be willing to pay extra for the cookies, meaning that it is inelastic. Although generic cookies themselves are elastic, Crumbl provides a premium experience, thus an increase in its price could enhance its scarcity. People gain a feeling of inclusivity when they buy a luxury product, which would increase its demand.

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How much are you willing to pay for a Crumbl Cookie?