Crumbl as a corporation has been absolutely killing it. Here is an excerpt from Crumbl's Franchising page on their corporate website:

"Since opening its doors five years ago, Crumbl has expanded to over 800+ bakeries in 49 states, making it the fastest-growing cookie company in the U.S."

Crumbl is widely known for their huge tasty cookies, weekly rotating menu, open-concept kitchens, large pink cookie boxes and their top-rated app (providing multiple ways to order cookies, including delivery, pickup, catering and shipping). The state of California (along with the entire United States) is already "sold out", meaning there are no additional franchise opportunities. The only way to own a Crumbl franchise in California is to purchase an existing store, as you have the opportunity to do by purchasing this business.

Crumbl considers itself a ""cookie tech company", priding itself not only on their gourmet cookies but also on using technology (including the Crumbl Cookies app) to gather consumer data, syndicate information and streamline the ordering process for customers. The Crumbl Cookies app has a 4.9-star rating with about 2.6 million reviews in the Apple App Store. (The Android app has a 4.8-star rating with around 405k reviews.) Unlike most food & drink shops that struggle mightily to get their customers to download and use their app, Crumbl has been wildly successful in that endeavor.

The rotating weekly menu plays a key role in generating excitement about new (and returning) recipes, which continually bring past customers back in to the store (or purchasing cookies online for delivery).

All Crumbl operators pay a 7%-of-revenue royalty fee (together with a 3% national advertising fee, both of which are included in the P&L above). This fee entitles operators to use Crumbl's brand name and intellectual property, technology and software (including the app), website, recipes, Crumbl-branded boxes and specialty ingredients, and corporate direction, training and support.

In addition to the 7%-of-revenue royalty fee, Crumbl store operators also pay a 3%-of-revenue national marketing fee, which the Crumbl corporation uses for national marketing campaigns. These general advertising campaigns strengthen the brand image and increase brand awareness, benefiting each individual store. This cost is included in the P&L above on the 'Franchise Fees' line item.

The 'Local Advertising Costs' line item in the P&L above shows additional advertising expenses the owner has incurred to do additional marketing locally (which has been quite minimal).

As discussed above, the Crumbl app is incredibly beneficial to Crumbl store operators. Notifications about the new cookies available each week are automatically sent to every customer with the app, generating excitement and, more importantly, orders.