Crumbl Cookies: A Competitive Controversy

Let's be real, we all love a bit of drama, and the "Housewives" franchise on BRAVO isn't the only place where you can find it. Sometimes, even our favorite cookie brands can find themselves in a sticky situation.

In my quest for juicy tidbits about Crumbl Cookies, I unearthed not one but two stories that could have cast a shadow on this beloved cookie brand. But only one of these was mentioned on Crumbl’s social media: LinkedIn.

The Cookie Lawsuit Saga

In May 2022, Crumbl Cookies made headlines for filing a lawsuit against two other cookie companies based out of their home state of Utah, Dirty Dough, and Crave. Their claim? That these rivals had shamelessly swiped Crumbl's proprietary ideas, including "confusingly similar" logos, websites, and marketing materials (Gereau, 2022). It's the kind of cookie showdown that could make even the drama-loving housewives take a step back.

After a year of legal wrangling, Crumbl and Crave opted for an out-of-court settlement in July 2023. But here's where things get even more intriguing. Their battle against Dirty Dough is far from over. 2019 Bradley Maxwell worked at Crumbl Cookie, and his brother Bennett Maxwell founded Dirty Dough in 2020. The plot thickens with accusations of Bradley pilfering recipes, even after signing confidentiality agreements, leading to the striking similarity between their products and Crumbl's.

Bennett Maxwell isn't backing down quietly; he's gone all out with billboards and commercials openly criticizing Crumbl, with lines like “Watch out Grandma, you better throw away those sprinkles or you will be Crumbl’s next victim.” (Ewen, 2023) Woah – no one goes after Grandma!

Crumbl's LinkedIn Post: Stirring the Pot

What's intriguing is that despite my love for Crumbl, I hadn't even heard about this lawsuit until I stumbled upon it while doing my recent LinkedIn research (see previous blog post). It's a PR statement dated August 15, 2023, and the comments from followers don't paint the prettiest picture for Crumbl. Many argue that Crumbl should drop the lawsuit, given their size versus the smaller Crave.

It raises questions: Does Crumbl have substantial proof, or are they merely acting on a hunch? After all, making a cookie isn't rocket science; anyone can whip up a batch, just like anyone can make a pizza.

After delving into the lawsuit's depths, I'm left wondering why Crumbl chose to post about it on LinkedIn now. They didn't publicly declare their settlement with Crave in 2022, so why address Dirty Dough now? Frankly, it's challenging to discern who's winning and who's losing. Crumbl's post seems to say they won - but Dirty Dough's post says the opposite!

I've spent hours navigating this cookie controversy, and Bennett Maxwell's determination is admirable. Crumbl should keep a close eye on him as he continues to fight for his brand, Dirty Dough, by engaging with every comment, good or bad. Currently, this situation is a code yellow, but it could escalate to code red, especially since Maxwell declared his intention to be more active on social media on October 11, 2023. The listening team should be vigilant and track his every move.

I'd have tackled this lawsuit differently if I were on Crumbl Cookie's PR team. I'd have addressed it on the website, under the PR section, and then linked the article to LinkedIn. The company owners should have stepped up to provide their perspective on the matter, explaining why this was a battle worth fighting. It might seem like a Goliath taking on two cookie-making Davids without that context.

In the end, the drama continues, and while we all enjoy a good show, this cookie clash raises important questions about the ethics of competition, creativity, and, of course, the sacredness of our favorite sweet treats.

Gereau, J. (2022, July 14). Crumbl files lawsuits against 2 rival companies for being “confusingly similar”. UPR Public Radio. https://www.upr.org/utah-news/2022-07-14/crumbl-files-lawsuits-against-2-rival-companies-for-being-confusingly-similar

Ewen, B. (2023, January 26). Insults Fly Between Dirty Dough, Crumbl in Battle for Cookie Turf. Franchise Times. https://www.franchisetimes.com/franchise_insights/insults-fly-between-dirty-dough-crumbl-in-battle-for-cookie-turf/article_ce3ea610-974c-11ed-b21d-7bdc53959a9a.html