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It's Sweeping the World...And I've Never Heard Of It! · Armstrong & Getty One More Thing

• 0:00
  Speaker 1: It's sweeping the world and I've never heard of it.
• 0:02
  Speaker 1: It's one more thing, Sack.
• 0:08
  Speaker 2: I saw a picture of the hot new boy band
• 0:12
  Speaker 2: the other day, the new BTS, Yeah, and I had
• 0:19
  Speaker 2: never heard of them, but they looked exactly like BTS.
• 0:22
  Speaker 3: K pop again.
• 0:23
  Speaker 1: Korean fellows Yeah, yeah, kind of a tough looking one
• 0:27
  Speaker 1: and yeah, exactly sporty one.
• 0:30
  Speaker 4: Yeah.
• 0:33
  Speaker 1: You know what's funny is because I read fairly voraciously,
• 0:36
  Speaker 1: mostly for this job, partly out of just habit, I
• 0:39
  Speaker 1: do become aware of some of the youth trends. I mean,
• 0:45
  Speaker 1: if you don't have kids, you have to accidentally come
• 0:49
  Speaker 1: across it.
• 0:50
  Speaker 4: Oh no, if I didn't have kids, there's a lot
• 0:51
  Speaker 4: of stuff I wouldn't know.
• 0:53
  Speaker 1: Well, right, but I'm thinking about, you know, back in
• 0:55
  Speaker 1: the day, not terribly long ago, the idea of like
• 1:00
  Speaker 1: the Wall Street Journal doing an article on me and
• 1:03
  Speaker 1: my friends saying, you know that kicks ass instead of
• 1:08
  Speaker 1: that's cool. I mean, nobody would care. Nobody would write
• 1:12
  Speaker 1: about it. Old people wouldn't be Older people wouldn't be
• 1:15
  Speaker 1: aware of it. They wouldn't know our hot trend. They
• 1:18
  Speaker 1: would know that Rio Speedwagon recently was hotter than sticks
• 1:22
  Speaker 1: or whatever. Nobody cared and nobody should care. Having said that,
• 1:28
  Speaker 1: I came across this headline, the billion dollar cookie empire
• 1:31
  Speaker 1: that teens love and parents hate. Okay, Katie, do you
• 1:35
  Speaker 1: know anything about Crumble?
• 1:37
  Speaker 2: Ah?
• 1:39
  Speaker 4: Sam said that to me on Sunday. I am really yeah,
• 1:43
  Speaker 4: came up somehow came up. He said, Oh, every crumbles
• 1:46
  Speaker 4: the hottest thing. Dad, dude. I was like, I don't
• 1:48
  Speaker 4: know what you're talking about.
• 1:49
  Speaker 3: Wait a minute, they're so good. We're getting a sex
• 1:52
  Speaker 3: face from Katie.
• 1:54
  Speaker 4: Michael, They're very good.
• 1:55
  Speaker 5: The things I would do for Crumble cookies.
• 1:57
  Speaker 3: Oh don't la la la la. Hr is going I'll.
• 2:01
  Speaker 4: Lose my toes over those cookies.
• 2:03
  Speaker 1: Wow, a really dark diabetes joke, but a good one
• 2:08
  Speaker 1: from Michael.
• 2:09
  Speaker 4: So are they in plastic like oreos? Do I buy
• 2:11
  Speaker 4: them at a store?
• 2:12
  Speaker 1: Oh?
• 2:12
  Speaker 5: No, They in a box like donuts.
• 2:16
  Speaker 1: And they're they're five bucks each, like in seven hundred.
• 2:20
  Speaker 4: Calories per cookies.
• 2:21
  Speaker 3: So here's the.
• 2:22
  Speaker 1: Story, and this is this is it's it's more about
• 2:26
  Speaker 1: the Internet age than the cookies. Every Sunday at eight
• 2:30
  Speaker 1: pm Eastern, tween and teen girls across the country check
• 2:35
  Speaker 1: Crumble cookies.
• 2:36
  Speaker 3: It's Crumble without the e at the end.
• 2:40
  Speaker 1: Crumble, they check Crumble Cookies social media to discover the
• 2:47
  Speaker 1: week's newest flavors.
• 2:48
  Speaker 3: Then they start begging their parents to take them to
• 2:50
  Speaker 3: the bakery for.
• 2:51
  Speaker 1: Five dollars for a five dollars seven hundred calorie cookie,
• 2:54
  Speaker 1: And like.
• 2:55
  Speaker 4: Can I go to any grocery store?
• 2:56
  Speaker 5: Do I have to go to a you have to
• 2:58
  Speaker 5: go to a Crumble cookie.
• 2:59
  Speaker 4: A Crumble cookie, Okay, yeah, I have them near me.
• 3:02
  Speaker 4: I don't know.
• 3:03
  Speaker 3: Just a few more details that will probably make it.
• 3:05
  Speaker 1: Oh, my wife was baking cookies yesterday afternoon.
• 3:09
  Speaker 3: Holy cats. I just thought, wow, fresh baked cookies.
• 3:15
  Speaker 4: I mean, yeah, you can't say no to that.
• 3:18
  Speaker 1: No, And it's just it's we maybe the best smell
• 3:22
  Speaker 1: on earth other than like your baby.
• 3:25
  Speaker 4: We were at we were at a restaurant the other night,
• 3:28
  Speaker 4: and one of the dessert options were three cookies and
• 3:31
  Speaker 4: a glass of milk. And it was like fifteen dollars
• 3:34
  Speaker 4: or something for three cookies and glass of milk. But
• 3:36
  Speaker 4: they baked them. It took a while to get the dessert.
• 3:38
  Speaker 4: But you had a hot, fresh baked chocolate chip cookie,
• 3:41
  Speaker 4: oatmeal raisin cookie, and then some other kind of cookie
• 3:43
  Speaker 4: and a cold glass of milk. I thought, that's a
• 3:46
  Speaker 4: freaking good dessert right there.
• 3:48
  Speaker 5: Yeah.
• 3:49
  Speaker 1: Wow, Wow, you throw a snickerdoodle in there, fresh bake.
• 3:54
  Speaker 4: Yeah, oh well, I don't think you can top Michael,
• 3:57
  Speaker 4: who is actually diabetic. I give up my toes for that. Jack.
• 4:02
  Speaker 5: There's a crumble cookie in West sacramentow. You can hit
• 4:04
  Speaker 5: it on your way home.
• 4:05
  Speaker 4: Th oh, just what I need.
• 4:07
  Speaker 3: Wow wow.
• 4:08
  Speaker 1: So it doesn't matter if anyone really likes pink donut,
• 4:11
  Speaker 1: lemon cheesecake or oatmeal skillet cookies.
• 4:14
  Speaker 3: They feel like they have to have them.
• 4:16
  Speaker 1: And TikTok YouTube and Instagram videos are fueling the surge.
• 4:20
  Speaker 1: So what's really interesting and the reason I brought it
• 4:23
  Speaker 1: up is the co founders have concocted what the Journal
• 4:28
  Speaker 1: calls a perfect recipe of social media and sugar quote.
• 4:32
  Speaker 1: Our strategy right from the beginning was social media, says
• 4:35
  Speaker 1: Jason McGowan, who started the company. What is this seven
• 4:39
  Speaker 1: years ago? Single storem logan Utah of All Place now
• 4:41
  Speaker 1: chief executive. Now they have a thirty person social media
• 4:46
  Speaker 1: team with professionals who film and photograph the cookies for
• 4:51
  Speaker 1: their weekly flavor announcements and build like a viral. You've
• 4:56
  Speaker 1: got to be in on this. You gotta be cool.
• 4:58
  Speaker 1: All your friends are talking about it. Thing new cookies
• 5:01
  Speaker 1: every week, which.
• 5:02
  Speaker 4: Works for some people. It works for enough people. That
• 5:05
  Speaker 4: happens a teen and tween girls, for instance, happens with
• 5:08
  Speaker 4: many coffee shops in my town when the word gets
• 5:10
  Speaker 4: out the coffee shop and people wait in line for
• 5:12
  Speaker 4: an hour to say they've been there and how amazing
• 5:13
  Speaker 4: it is. I'm the opposite of that kind of person.
• 5:16
  Speaker 4: But if the cookie is good, the cookie is good.
• 5:18
  Speaker 4: I just wonder because like Krispy Kreme Donuts did this,
• 5:21
  Speaker 4: and uh, a lot of the Krispy Kreme locations came
• 5:25
  Speaker 4: and went. I mean they were super hot for a
• 5:26
  Speaker 4: little while and they went away because a lot of it
• 5:29
  Speaker 4: was the oh have you been you haven't been. I've
• 5:31
  Speaker 4: been once. That wears off. It's just do people continue
• 5:34
  Speaker 4: to come and get this product?
• 5:36
  Speaker 5: Yeah, that kind of happened with nothing. Bunt cakes too
• 5:38
  Speaker 5: a little bit. They were a little trendy there for
• 5:40
  Speaker 5: a while.
• 5:40
  Speaker 3: But I I just think bunt cakes, is that what
• 5:43
  Speaker 3: you just said?
• 5:44
  Speaker 4: Man here today, gone today? That one came and went
• 5:46
  Speaker 4: without me ever hearing about it.
• 5:47
  Speaker 1: Oh?
• 5:47
  Speaker 5: Really okay, but it's a shop that only does bunt cakes,
• 5:50
  Speaker 5: but they do little personal ones and they've got all
• 5:52
  Speaker 5: the different flavors, and they come and cute packaging and
• 5:54
  Speaker 5: they were like the big gift for a while. But whatever,
• 5:57
  Speaker 5: Crumble Cookies, I'm looking at their national flavor this week,
• 6:01
  Speaker 5: white chocolate raspberry cheesecake. Yes, please, cranberry white chip, which
• 6:06
  Speaker 5: is just a white chocolate chip cookie with cranberry. Now,
• 6:09
  Speaker 5: Joe snicker Doodle cupcake, a warm cinnamon sugar cookie with cream.
• 6:16
  Speaker 4: Don't make sex noises. I gotta leave if you're gonna
• 6:19
  Speaker 4: make sex noises.
• 6:21
  Speaker 3: Wait a minute, go back to that description.
• 6:23
  Speaker 5: All right, your eyes Jack, Yeah, plug yourrs Jack. A
• 6:28
  Speaker 5: warm cinnamon sugar cookie topped with cream, cheese, frosting, and
• 6:32
  Speaker 5: an extra dash of cinnamon sugar. And it looks delightful.
• 6:39
  Speaker 3: Go no further because the bounds of decency.
• 6:42
  Speaker 1: But yeah, I would, oh crap, I would wake up
• 6:49
  Speaker 1: next to that cookie and look at it longingly say
• 6:51
  Speaker 1: I think I love you.
• 6:56
  Speaker 3: Wow. Wow. So the other aspect of real quick, Katie,
• 7:00
  Speaker 3: you describe one of those cookies again.
• 7:01
  Speaker 6: Oh, I'm looking at pictures now here's Yeah, we'll do
• 7:05
  Speaker 6: the white chocolate raspberry because it sounds great. A smooth
• 7:08
  Speaker 6: cheesecake filling confused with white chocolate, marbled and baked with
• 7:15
  Speaker 6: raspberry jam doing topped with a whipped cream dog and
• 7:20
  Speaker 6: white chocolate curls.
• 7:24
  Speaker 3: Thanks cookies.
• 7:26
  Speaker 4: And is that also in high heels also, I'm looking
• 7:31
  Speaker 4: at that high heels and stockings. Oh my god, I'm
• 7:36
  Speaker 4: looking at the white chocolate raspberry cheesecake. That is something
• 7:38
  Speaker 4: right there.
• 7:40
  Speaker 3: I know, stop it, stop it with that.
• 7:43
  Speaker 4: I remember where I heard of my son. So my
• 7:45
  Speaker 4: son went to our local donut shop the other day
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  Speaker 4: and he brought back this crazy donut and it had
• 7:50
  Speaker 4: maple on it, bacon on it, and then some stuff
• 7:52
  Speaker 4: on it. And I said, what's that and he said
• 7:53
  Speaker 4: it's crumble I said what crumble cookie. You don't know
• 7:55
  Speaker 4: crumble cookie? And I said no. So they put crumble
• 7:57
  Speaker 4: cookie on top of the doughnut and the bacon. But
• 8:00
  Speaker 4: that's how I first heard about it. Interesting thing about
• 8:02
  Speaker 4: the logo too, because you mentioned it's crumbl all small letters,
• 8:07
  Speaker 4: not capital. Do you see that article the other day
• 8:10
  Speaker 4: I think goes in the Wall Street Journal about modern
• 8:12
  Speaker 4: logos and how they've cracked the code on what we
• 8:15
  Speaker 4: remember or what tracks our eye. But that's why I
• 8:18
  Speaker 4: follow you that almost all logos now are small letters,
• 8:20
  Speaker 4: no capital letters. It's got something to do with remembering
• 8:23
  Speaker 4: and catching your eye. Capitol letters are over if it's
• 8:26
  Speaker 4: Google or Microsoft or Crumble Cookie or whatever. Small letters,
• 8:30
  Speaker 4: short words, round childlike letters like these. Are those logos
• 8:35
  Speaker 4: really really work? Yeah?
• 8:37
  Speaker 1: It turns out to one of these Crumble Milk chocolate
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  Speaker 1: chip cookies seven hundred and thirty calories.
• 8:43
  Speaker 3: That is one hundred and forty more than a big Mac. Wow.
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  Speaker 5: So I will rest your souls with this. They make
• 8:51
  Speaker 5: a miniature version of all their flavors and you can
• 8:54
  Speaker 5: get them, and they're only four hundred calories.
• 8:56
  Speaker 4: That's a lot of calories.
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  Speaker 1: So the others back to this that I find so interesting,
• 9:01
  Speaker 1: aside from cookie lust, which I feel as much as
• 9:04
  Speaker 1: any human being on earth love them. First of all,
• 9:08
  Speaker 1: obviously it was the We designed this with social media
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  Speaker 1: and mind. This was our plan. The other part of
• 9:14
  Speaker 1: it is the economic power of girl pop culture, as
• 9:19
  Speaker 1: the movies Barbie and Wicked have shown, as Taylor Swift
• 9:23
  Speaker 1: has shown, that's marketers are aware of it and looking
• 9:28
  Speaker 1: toward it in new ways. Although you know Taylor Swift
• 9:32
  Speaker 1: is a lot of young girls in adolescents and teens
• 9:35
  Speaker 1: and tweens and stuff.
• 9:36
  Speaker 3: It's a lot of adults too.
• 9:39
  Speaker 4: Like I said, with Krispy Kreme donut and this Crumble thing,
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  Speaker 4: I'll be interested to see if you can make that last,
• 9:45
  Speaker 4: because you have to be able to still be open
• 9:48
  Speaker 4: a year later when the TikTok challenge craziness of it
• 9:52
  Speaker 4: wears off and it's just a product, are people going
• 9:54
  Speaker 4: to continue to stop buying a regular basis and buy
• 9:56
  Speaker 4: a dozen to bring to work or whatever. I mean,
• 9:59
  Speaker 4: it's amazing to me how many any donut shops I
• 10:02
  Speaker 4: know of that have survived for many, many years. And
• 10:04
  Speaker 4: they're they're not nice, they're not fancy, they're not they're
• 10:08
  Speaker 4: not anything. But somehow they got the right combination of
• 10:11
  Speaker 4: the price and donuts that they can stay open and
• 10:14
  Speaker 4: keep the doors open.
• 10:16
  Speaker 1: Oh.
• 10:16
  Speaker 3: One more business point.
• 10:17
  Speaker 1: Crumble puts reviews up on their website as people film
• 10:20
  Speaker 1: little tiktoks or instagrams.
• 10:22
  Speaker 3: Or whatever to review.
• 10:23
  Speaker 1: They even put the negative ones up there. It's like, hey,
• 10:25
  Speaker 1: we're a community, let's all talk about it and talk
• 10:28
  Speaker 1: about what flavors we like.
• 10:29
  Speaker 3: And so that's an interesting point of view.
• 10:32
  Speaker 1: The second point I want to make is a little
• 10:33
  Speaker 1: more cloudy, amorphous, foggy. Corporate America has fully embraced girly
• 10:43
  Speaker 1: stuff for girls at the same time when like the
• 10:48
  Speaker 1: transgender madness.
• 10:49
  Speaker 3: Is sweeping the schools and.
• 10:52
  Speaker 1: Girls are pretending they're boys and there's a mass contagion
• 10:55
  Speaker 1: about that. Is it just that with the online thing,
• 10:58
  Speaker 1: people are so easily led down one path or the other,
• 11:01
  Speaker 1: whether it's cookie gorgeon or getting their.
• 11:04
  Speaker 3: Breasts cut off. I don't know.
• 11:08
  Speaker 4: I don't know because like you and I are not
• 11:12
  Speaker 4: that person. So if something becomes really popular, my knee
• 11:16
  Speaker 4: jerk reaction is to not want to eat it, wear it,
• 11:19
  Speaker 4: listen to it, whatever. And that's dumb also because sometimes
• 11:24
  Speaker 4: this stuff is good. But that's my knee jerk reaction,
• 11:26
  Speaker 4: as opposed to most people whose knee jerk reaction is
• 11:30
  Speaker 4: that's what people are into. I want to go. I
• 11:32
  Speaker 4: need to go to the coffee shop. I need to
• 11:33
  Speaker 4: eat that donut, I need to wear those shoes, I
• 11:35
  Speaker 4: need to listen to that music. So you know, it's
• 11:39
  Speaker 4: impossible for people like you and I to get in
• 11:40
  Speaker 4: the head of people that want to be part of
• 11:42
  Speaker 4: that all the time.
• 11:43
  Speaker 3: Yeah.
• 11:44
  Speaker 1: Yeah, especially in the modern world with all of its
• 11:47
  Speaker 1: tools and avenues to find out about stuff and get
• 11:50
  Speaker 1: approval and thumbs ups and hearts and all for you
• 11:53
  Speaker 1: agreeing with other people. My final note will be last
• 11:56
  Speaker 1: week's menu included the Oh many of the new cookie
• 12:01
  Speaker 1: varieties are inspired by customer suggestions. Last week's menu included
• 12:05
  Speaker 1: the Brookie pie That is a chocolate chip cookie cradling
• 12:11
  Speaker 1: a brownie, topped with vanilla moose and drizzled with chocolate.
• 12:15
  Speaker 5: Come on, oh, how are we supposed to stay in
• 12:18
  Speaker 5: shape with this kind of stuff?
• 12:21
  Speaker 3: Uh?
• 12:22
  Speaker 4: So that's a pretty clever idea, having new different things
• 12:25
  Speaker 4: every week, that's a pretty good idea. And then you
• 12:27
  Speaker 4: know what, science go ahead, sorry, and just being set
• 12:30
  Speaker 4: up to be able to pull that off.
• 12:32
  Speaker 1: Yeah, yeah, it's it's clever as hell. So science needs
• 12:36
  Speaker 1: to come up with this some sort of I don't
• 12:39
  Speaker 1: know exactly how you would do it. It would probably involve
• 12:42
  Speaker 1: electrodes and scanners. But you'd be on an elliptical eating
• 12:50
  Speaker 1: and there would be like an arrow. Are you gaining
• 12:52
  Speaker 1: weight or losing weight as you on the elliptical? Maybe
• 12:57
  Speaker 1: you're even jogging?
• 12:58
  Speaker 4: Yeah, and yeating? And what you're trying to do is
• 13:01
  Speaker 4: just keep the needle in the middle right exactly.
• 13:04
  Speaker 5: Yeah, you'll break even.
• 13:05
  Speaker 1: Yeah, up to full on self indulgent as long as
• 13:09
  Speaker 1: you kept the thing going for and you put the
• 13:10
  Speaker 1: donut down for a second.
• 13:11
  Speaker 4: Okay, I gotta walk a little bit more. Okay, keep
• 13:14
  Speaker 4: thinking of the bite. Just try to keep the needle
• 13:15
  Speaker 4: right in the middle.
• 13:16
  Speaker 3: I need that.
• 13:17
  Speaker 4: I need that all day long, right in front of me,
• 13:18
  Speaker 4: that needle.
• 13:19
  Speaker 1: Yeah, and or you'd think, holy crap, I'm going hard
• 13:23
  Speaker 1: at this elliptical and I'm still not breaking even eating
• 13:27
  Speaker 1: this stuff.
• 13:28
  Speaker 4: Yeah. That's always rough when you're on the treadmill or
• 13:31
  Speaker 4: whatever for a half an hour and you burn like
• 13:33
  Speaker 4: the equivalent of a half of snickers.
• 13:35
  Speaker 3: Yeah, yeah, lesson learned.
• 13:37
  Speaker 4: So I got a donut shop near me. As I've mentioned,
• 13:39
  Speaker 4: it used to be by my old house. I moved,
• 13:41
  Speaker 4: and now it moved, so it seems to have followed me.
• 13:45
  Speaker 4: But interesting thing, I'm amazed by entrepreneurs, people who open
• 13:50
  Speaker 4: up businesses and make a goal of it.
• 13:51
  Speaker 1: Man.
• 13:51
  Speaker 4: I really am uh kind of jealous and jealous and
• 13:57
  Speaker 4: idealize people that do that. But anyway, go to that
• 14:00
  Speaker 4: donut shop and like kind of roughly counting the number
• 14:02
  Speaker 4: of donuts in there and rough idea what I think
• 14:05
  Speaker 4: the profit is on prednat. I just can't figure out
• 14:07
  Speaker 4: how they come out ahead. And there's lots of stories
• 14:09
  Speaker 4: like that. I just figured, how can you possibly sell
• 14:12
  Speaker 4: enough donuts to like pay a couple of salaries the electricity?
• 14:15
  Speaker 4: But blah blah blah. I just I don't know how
• 14:17
  Speaker 4: that works. On one hand, the other part of it
• 14:19
  Speaker 4: is he and his wife are super fit, and it
• 14:22
  Speaker 4: just kind of.
• 14:23
  Speaker 3: Bothererate a minute.
• 14:24
  Speaker 4: I don't mind a fat guy and his fat wife
• 14:27
  Speaker 4: running a donut shop, but super like ridiculously fit, you
• 14:31
  Speaker 4: know those people.
• 14:31
  Speaker 5: Yeah, we had this in our workplace, remember, Yeah, what's.
• 14:35
  Speaker 4: Going on with you? You're so fit and you're selling donuts.
• 14:38
  Speaker 4: I don't think you've had a donut in your life?
• 14:40
  Speaker 4: Are you?
• 14:40
  Speaker 5: Just?
• 14:41
  Speaker 4: Like what's going on here? You like these mocking the
• 14:46
  Speaker 4: rest of us, lack of like.
• 14:47
  Speaker 1: The mobs that sell death on the streets the drugs.
• 14:50
  Speaker 1: But if you're one of the monsters, you're not allowed to.
• 14:52
  Speaker 4: Touch it, right, Yeah? Meaning to ask him about that, Like,
• 14:56
  Speaker 4: do you ever eat? Don't eat a donut in front
• 14:57
  Speaker 4: of me? I want to see you eat a donut
• 15:00
  Speaker 4: for it.
• 15:00
  Speaker 3: In fact, I'll buy two dozen donuts you eat a donut.
• 15:03
  Speaker 4: I just want to see you take a bite of
• 15:04
  Speaker 4: one of your donuts.
• 15:05
  Speaker 5: You guys are gonna start going into donut shops and
• 15:07
  Speaker 5: threatening the fit owners. Eat a donut.
• 15:09
  Speaker 4: Yeah, you mock me. Eat a donut.
• 15:12
  Speaker 5: Also, Joe, one more for you, Crumble, Crumble does do
• 15:15
  Speaker 5: a key lime pie cookie?
• 15:19
  Speaker 3: Come on? Oh yeah, I'm only a man. How can
• 15:23
  Speaker 3: I resist?
• 15:24
  Speaker 5: I only need three toes on each foot just to
• 15:27
  Speaker 5: a just so I can get by.
• 15:31
  Speaker 4: That's funny. Well, I guess that's it.