I’m here today to talk about why Crumbl’s marketing is genius!
Have you heard of Crumbl Cookies? They are a gourmet cookie delivery service but they also have storefronts you can visit to get your cookies. They have 1-2 classic flavors (chocolate chip and sugar) that are available most weeks while the other 4-5 cookie flavors rotate from week to week.
I discovered them earlier this year, I believe. And I went to get some cookies one week, not realizing they are ginormous! Holy moly. They were big, beautiful and delicious cookies. You can get a variety of cookies ranging in number of cookies, flavors, etc. The first time I went, I got 4 cookies, 4 different flavors. Again, I had no idea how big they were! I was in cookie heaven. And then I was in a sugar coma.
Some flavors I have loved, others I’ve liked, and others I didn’t care for. My absolute favorite so far was S’mores Brownie. I think I went back 3 times that week!
The first pumpkin one I had, pumpkin caramel I believe it was, was also delicious.
Why Crumbl’s Marketing is Genius
And here’s why Crumbl’s marketing is genius. They are tapping into the restriction mindset by changing their flavors each week. If I knew their s’mores cookie was always available, sure, at first, I likely would’ve gone multiple times. Eventually that craving would’ve died down and I wouldn’t have gone as often or I would’ve likely even forgot about it at times. But since the flavors are only offered for one week and then gone until who knows when, it puts that sense of urgency in us!
This is very common in disordered eating and people who feel like they are “addicted” to food; sugar in particular. It’s not that they are truly addicted but rather that they are telling themselves they can’t or shouldn’t have sugar, therefore making it more enticing. It’s actually the restriction – both mental and physical – that leads us to feel out of control around certain foods.
I brought this up in my latest Intuitive Eating support group for women. I know and understand why Crumbl’s marketing is genius and yet it still gets me! I get excited to check what the new flavors are (released each Sunday evening) and even put it on my to-do list to go get some cookies when they have a flavor I can’t wait to try.
This post is not promoting or condemning Crumbl Cookies. It is simply something that’s been on my mind and I thought I’d share. I will continue to check out their flavors and get excited when they have a flavor I want to try. At first, I even planned to make Crumbl a weekly thing – #CrumblFriday on Instagram.
And I did that for about two weeks I think, and then I got cookie’d out and/or there wasn’t a flavor I wanted. My point here is that, again, when you allow yourself unconditional permission to eat all foods, they will eventually lose their luster.
That doesn’t mean you won’t ever eat them again or that they no longer taste good, just that they will not control you. They will not have power of you. Food becomes just food again and then you can check in with yourself and your body about what sounds good, what would taste good, what would feel good, etc. The choice is always yours.
For more inspiration, check out my Intuitive Eating blog post series and follow me on Instagram!
Looking for More?
Download my FREE Guide – 5 Steps to Stop Obsessing About Food and Your Body
Individual Nutrition Coaching – if you’re looking for more individualized support, check out my options for working together one on one.
Intuitive Eating Support Group for Women – if you’re interested in learning more about Intuitive Eating in a supportive, small group environment, this is the group for you!
