2.6x baseline
YT
@ModernMBA·2.2M views
Why Crumbl Cookies Can't Survive
1y ago
Every decade has its dessert trends. In the 2000s, it was cupcakes and frozen yogurt. Then in the 2010s, it was unicorn drinks, monster milkshakes, and donuts. Now in the 2020s, cookies are the latest obsession. When frozen yogurt took off in the 2000s, opportunists quickly flooded the market, selling the same product to capture whatever Pinkberry couldn’t. Supply rushed in to fill demand to the point of saturation and consumer fatigue. Every dessert fad is a short-lived market that seems unstoppable at its peak and then crashes over time. This boom-and-bust cycle is the norm - and it’s happening right now with cookies. Crumbl is the market-maker - going from a single store to a franchise empire of over 1,000 locations in 4 years. Copycats have popped up, each hoping to cash in while the trend lasts. But cookies have been around for centuries. Before Crumbl, there was Mrs. Fields, Famous Amos, David's Cookies, Insomnia, and Levain. With Crumbl’s financials, we can see how they succeeded where those that came before failed and understand why their business survival is questionable. In this Modern MBA Original, we’re diving into the business of cookies from the macro-to-micro, starting with the big brands all the way to 2 beloved neighborhood mom-and-pops in Los Angeles, who have made 2 different bets on the future of cookies. ============================= Modern MBA Resources - these are the tools that we’ve vetted and use to fuel our growth. ============================= 💰 Find the best credit card for you (60 secs, 5 questions, no email required): https://cards.moneymatchup.com/modernmba/yt 🚗 Get the cheapest car insurance: https://secure.moneymatchup.com/auto-mba 👉 Invest with a full 1% transfer bonus with Public: https://secure.moneymatchup.com/public-mba 👉 Save 30% on first 6 months of QuickBooks: https://secure.moneymatchup.com/quickbooks-mba 👉 Get $100 cash when you run payroll with Gusto: https://secure.moneymatchup.com/gusto-mba 👉 Launch your side hustle with a LLC for $0 https://secure.moneymatchup.com/zenbusiness-mba ============================= Support Modern MBA - we're 100% independent, self-funded, and committed to making business education free to all. ============================= ☕ Tip: https://buymeacoffee.com/modernmba ☕ Patreon: https://patreon.com/modernmba 🤳🏻 TikTok: https://www.tiktok.com/@modernmba 🤳🏻 Instagram: https://www.instagram.com/modern.mba/ 🤳🏻 Reddit: https://www.reddit.com/r/modernmba/
Analyzing with Claude…
Pulling pattern + writing 3 variants in your voice. Stays on this page when ready.
What worked
Not analyzed yet. Claude will break down the pattern and write 3 variants in your voice.
How to steal it
setting · outdoor city
- 01Hook (0-2s)
Open cold on outdoor city. Sound on. Visual question in the first frame.
Brickell · Roll camera before you arrive at Brickell Ave at golden hour or Biscayne Blvd south of 5th. The reveal IS the hook.
- 02Set the frame (2-4s)
Establish outdoor city with your hero prop. Wide on the 16mm so the GT3 RS sells the scale.
Brickell · Keep the prop count to 1. More props = more cuts = lower retention.
- 03Payoff (4-9s)
Use direct to camera rant to deliver the rewatch moment. One idea, one take.
Brickell · Cut on the reaction, not the line. If it's a price reveal, hold the number on screen for 1.5s.
- 04Reaction / proof (9-13s)
Show the consequence. Bystander head-turn, valet face, on-screen receipt — whatever makes the payoff feel real.
Brickell · Casa Tua and Komodo valets are cinematic. E11even paddock for nightlife crowd. Hard Rock paddock during F1 weekend = prebuilt audience.
Your version
Alex-voiced hooks0/3
Claude will write 3 hook + angle combos in your voice you can queue as today's film.