Right About Now with Ryan Alford - Sawyer Hemsley - COO of Crumbl Cookie

Episode Date: July 19, 2022

Welcome back to The Radcast! This week Ryan interviews founder and COO of Crumbl Cookies, Sawyer Hemsley! Sawyer talks us through Crumbl's history, his goals for the company, and his current favorite cookie flavor.  Be sure to follow Crumbl on all social media platforms  @Crumbl Cookies  and follow Sawyer  @Sawyer Hemsley  To find a Cumbl near you visit www.crumblcookies.com or download the Crumbl App! If you enjoyed this episode of The Radcast, let us know by visiting our website www.theradcast.com. Check out www.theradicalformula.com. Like, Share and Subscribe to our YouTube channel, or leave us a review on Apple Podcast. Be sure to keep up with all that’s radical from @ryanalford @radical_results @the.rad.cast. If you enjoyed this episode and want to learn more, join Ryan’s newsletter https://ryanalford.com/newsletter/ to get Ferrari level advice daily for FREE.  Learn how to build a 7 figure business from your personal brand by signing up for a FREE introduction to personal branding https://ryanalford.com/personalbranding.  Learn more by visiting our website at www.ryanisright.comSubscribe to our YouTube channel  www.youtube.com/@RightAboutNowwithRyanAlford. 

No, no setup, no anything. Why do those cookies taste so damn good? Yeah. So honestly, Crumble started out as a side hustle. Never anticipated ever being a career. It's Instagrammable. Like people want to take pictures of it. And sometimes people just show up so they can see that they went to Crumble and they posted about it.

And again, we didn't know what we were doing in those early days. So we just networked and connected with other food professionals. We watched YouTube, read books. Like this is 101 Marketing Brothers. Like this is like the 2022 guidebook for how to crush a brand by Sagar Hemsley. You're listening to the Radcast. If it's radical, we cover it. Here's your host, Ryan Alford.

Hey guys, what's up? Welcome to the latest edition of the Radcast. I'm Ryan Alford, your host. We're talking cookies today, my friend. One of my favorite subjects ever. As someone that doesn't even eat sweets really that often, if there's a damn cookie on the table, and especially this kind of cookie

I'm getting in. It's Sawyer Hemsley, co-founder of Crumble Cookies. What's up, brother? What's up, man? Happy to be here. Thanks for the invite. Hey, man. My team reached out, said, hey, you want to talk to the founder of Crumble Cookies? I was like, is the sky blue? Hell yeah. If those get our come in our office anymore i'm gonna weigh 300 pounds that's right delicious no it's all good i'm glad you could join us man i want to get into your story and talk all things cookies uh damn i mean i'm just gonna you know i'm gonna break you know all the ice right here no no setup, no anything. Why do those cookies taste so damn good?

A bunch of love we put in there and lots of sugar. No, I'm just kidding. Honestly, we go through a rigorous process to make these cookies awesome and we get a lot of customer feedback and we don't put them on the menu until they're perfect. There you go. Practice makes perfect.

Fresh makes perfect.'re gonna get to all that um sawyer let's uh and you know if you're watching the video at home it's an afternoon record for us supposed to be on vacation i'm told sorry this so your host is having a beer it's called the radcast you know so uh get used to it the uh so sawyer talk to me. Okay. I know you weren't, we talked pre-episode. I read a lot about your story. Not originally a chef, a cookie master or whatever, but let's talk about a little bit of that professional journey and what led you to Crumble. Yeah. So honestly, Crumble started out as a side hustle. Never anticipated ever being a career. I was in my last year at college up at Utah State University in Logan, Utah. Very rural community compared to the rest

of the nation. And just needed something to do on the side. I was studying 15 credits, busy college student. And I was researching things that I could do. And I saw that there were bakeries and cookie concepts out there. But it was at the height of when DoorDash and Grubhub and the delivery services were coming out. And so I connected with my cousin, Jason, and I said, we should totally deliver warm cookies to people's doorsteps. And that was the main focus. Like, aside from culinary and knowing all about food science and all that, we just said, let's just make grandma's mom's recipe and deliver it by using technology so people could stay at home in their pajamas or for girls night or date night, whatever. was there, less mess, and you get warm cookies just as you would making them yourself. So that was really the focus in the early beginning. And then everything just unfolded from there. So was it truly a family, the first recipe? I mean, was it chocolate chip cookies? It has to

be, right? Like that's where it all starts, right? Absolutely. Family recipe. We actually mixed and blended, you know, my grandma's, some of Jason's, my cousin's family side. And we just tested. We just tried different brands of chocolate chips, of sugar, of flour techniques. And again, we didn't know what we were doing in those early days. So we just networked and connected with other food professionals. We watched YouTube, read books, read cookbooks, you name it. We just were hungry to be that entrepreneur and to make something successful. And then we just went for it. Well, I'd say things are working out. We're at approaching 300 stores in less than four years or at four years. Actually, let me cut it to 500 plus now. Oh my God. It's like 500 plus. I can't even keep up with the numbers. You guys just opened five stores while you've been sitting here, didn't you? We actually opened around five to 12 a week right now.

See, that's what I'm saying. Jeez. Just all, they all franchises. They are. So that is our model. Um,

again, never anticipated to make this a franchise model, but a lot of friends and family wanted to be involved because they saw the early success and they saw how much energy was behind, you know, the cookies. And so my parents actually approached us and said, can we open a store? Can we be involved? And we said, sure, why don't you open your own store? And so we went through the legal paperwork, set it up as a franchise. And then it started out as my parents, you know, my college roommate, my sister. And then word of mouth just started to spread across Utah and the surrounding states and now the nation. And we've never actively sold a franchise. Everyone's always come to us to say we want to be involved.

We want to open a store and own a business. And that's kind of how it unfolded there. Yeah. Well, I want to back up a little bit. So we jumped, you know, I'm jumping all around because I'm, I'm, you know, thinking about cookies and it makes me happy, but crumble cookies that is talking with co-founder of crumble cookies, Sawyer Hemsley. So Sawyer, talk to me about the brand. So I, we're a marketing agency first. Now we have a beast of a podcast but we are marketers and from the get-go the marketing impressed me with you guys i actually admired you from afar with the marketing

before i even tried your cookies i was like okay this is a company that knows what they're doing and then i had the cookies i was like holy and this is all coming together while they're both working so well so uh talk to me about the brand. Yeah. So my background is in branding, advertising. My cousin's background is in technology and paid ads, things like that. So together, I think, first of all, we have an amazing partnership where our skills helped each other. partnership where our skills helped each other. How the marketing started is it all came down to the packaging and the experience of what our product was placed in. And that was our pink

boxes, which you referred to just in the short time that we've been talking. And that's memorable. It's something that's energized. You can connect with that. It's a soft color and it attracts our target audience, which is our soccer moms. Right. And so naturally they were pulled to our packaging. And from there, we just knew we had to capitalize on Instagram because TikTok wasn't a thing back then. And so we were really engaged on Instagram. We would run paid ads on Facebook and we would try our best to respond and answer every single message or comment on these two platforms. And it just really helped to our advantage to the point where people were just tagging their friends and doing the marketing for us organically. And so that's really how the marketing started. And then now with time, as we've built out our team team we put a lot of paid ads into tiktok and instagram and facebook and pinterest and twitter but again organic for us has been huge it's been crazy because people love the product and when you love a product so much you want to organically promote

that to your inner circle yeah so lots of micro influencing going on yeah for sure and it helps i mean you know it's still obviously there's some brilliance in the marketing and branding i see it i saw it from the get-go but then it's helped when the core of what you're selling the cookies are so darn good and they're the evolving menu of flavors and all that uh so talk to me about that process. We go from family, delicious chocolate chip cookie recipe, blended together, testing, first number one hit, then now we've got albums full of them. So what was that process and journey of flavor discovery? Well, that's a good question. one thing i wanted to mention to you

about the pink box before we move on is it's instagrammable like people want to take pictures of it and sometimes people just show up so they can say that they went to crumble and they post about it you know which is awesome like that's unheard of sometimes you don't go to mcdonald's or you know chick-fil-a and post about it and say i I went to Chick-fil-A today. Maybe you do. Not as, not as often. Right. So anyway, we opened that first franchise and we used, we finally started to listen to some of our customers and they said, we want more flavors. We want more cookies or more options. And so we had a couple of cookies that just included, you know, some mix-ins, nothing special. And we tried to do like eight or nine at a time and we just got burnt out. We couldn't do it. We couldn't keep up. We were

constantly battling for inventory levels. People would come and get upset. So we put our heads together and we said, we have to adapt or we're going to die, right? We have to innovate because our volume was just too high. And so we said, let's just choose four unique flavors every week and let's rotate those out. So one, it keeps the energy there, but also the scarcity of those flavors that people want again and again. And so that's how we started. And then we always had our chocolate chip and chilled sugar, making a total of six cookies. And that model has just been awesome for us because it's like Christmas every Sunday night when we post about our new flavors

because we're getting a return rate of once to two times weekly from our customers. So it's been great. All right. For everyone listening at home, we're going to do a little marketing 101 that Sawyer has hit on like so many variables here we're not gonna let them go number one choosing the brand creating something

memorable with the pink box instagrammable and social sharing from the get-go creating a model of scarcity with repeat with flavors that don't repeat as often so they drive demand through scarcity like this is 101 marketing brother like this is like the the the 2022 guidebook for how to crush a brand by sauger hemsley i love that no it's true man you're hitting on everything it's like you know we try to counsel clients on all this stuff all the time and you guys are just like knocking it out of the park but 500 stores later you know we see the results but where do you get your ideas for we're gonna we're gonna keep hitting on that because we're i know we're gonna build even more but talk to me about the flavor like ideas because

i mean some of them seem like okay low-hanging fruit but then some of them like dang that's you know out there but delicious yeah i love this question you know we have a large audience it used to just be soccer moms now it ranges from children to senior citizens and anything in between and the thing that we found most successful is what flavors are relatable to our consumers so you think back to your childhood you know did you grow up eating cinnamon rolls or cosmic brownies or, you know, did you love the icy flavors from the gas station? What can you pull a story from and put into a cookie? We look at cakes, cupcakes, hard candies, candy bars, you know, drinks, you name it. We're going to try to make it into a cookie and a damn good cookie at that, you know, so people will buy it. And so anything can be made into a cookie and we pull

our inspiration from everywhere. I know that's pretty vague, but really we're always looking for new ideas and we actually accept customer feedback constantly on what they want to see. They're the ones that keep us in business. And our communication with our customers since the very beginning, like I mentioned before, is still just as good. We respond and comment and communicate with them on a regular basis day to day. How many cookie flavors do we go through that never see the light of day?

Is it more or less than you would think? You know, it's actually less because we've now developed a testing program yeah where they have to meet a set of guidelines and then they go out to about 25 to 30 testing sites across the nation and then we utilize data and so customers can come into these testing sites purchase the cookies get a card from our bakers fill out a survey and let us know, like, would they promote that cookie? Do they like the taste, the texture, the appearance? And if that cookie tanks, it's never going on the menu.

It's going straight to the graveyard or it's getting redeveloped and we're trying again. Right. There's a few that have actually passed that have just not done very well in the market and on the menu. One of those being bubble gum. We thought that would be a stellar hit with children and, you know, people that like bubble gum ice cream and things like that, but it just did not do well. And so it's in the graveyard and it's not coming back out. Yeah. I might could have helped you on that one. Double gum and cookies. Come on now. Yeah. But you know what? What's weird is those cookies actually drive the most engagement on social media. Yeah. So sometimes I see that as, um, an eye catching tool for people to be like,

wait, what are they doing? Or what did they make into a cookie? And so it just keeps, keeps us top of mind sometimes as well. I love it is, uh, talk to me about, as you've grown, the retail approach. I'd love to hear the typical mix of deliveries or order sales versus in-store. I'm just fascinated by all those kind of details. I think most people are, too, because it's such a unique experience going to the stores. You've got 30 people who are working. I'm like, how the hell are they? I mean, I do the math, and I'm like, they're selling some damn cookies in here. You've got 30 people working. Yeah. Honestly, the concept looks easy from the outside, but when you're in the nitty-gritty, that's a lot of work to make a product fresh. I'm sure you've been in the kitchen and you've burnt brownies or left something in the oven too long or mismeasured.

And we're dealing with young adults trying to, you know, execute. And that's hard. We have to train on a new menu every week. But talking about kind of the services that we provide, early on it was just delivery. Like I mentioned, DoorDash, Grubhub was at the height when we started. And then we actually saw a trend where people wanted the experience of coming in the store, smelling the aroma of the cookies, watching us crack the eggs and pour the flour and, you know, ball the dough and dress the toppings on the cookies. And that started to become even bigger than delivery, which was a huge shock to us. And so we capitalized on

that and we said, how can we even make this more of a show, a stage where people can bring their kids or people that are visiting from out of town and make it an event, an experience. And so we made our stores almost the Apple store of cookies and we integrated technology so that their experience was flawless and smooth. And so we have in-store, we had

delivery, then we also integrated pickup and curbside with COVID. And we build all of our technology in-house. So we don't use any third-party softwares. We have a full team of engineers. And something that really shocks a lot of people is we're not just a bakery, we're a tech-driven bakery. So we own the technology and we can adapt on a dime because we can build tools and resources to make these services easier, not only for our internal staff, but for our customers. So lots going on. We have catering as well involved there. And then some of our stores even have drive throughs. Our stores even have drive-thrus. So the biggest hardship for us is just keeping cookies in stock, really, because we have cookies flying out the windows, the doors, from the counter.

It's crazy sometimes. Oh, yeah. I can vouch for that. I've been in there watching that thing go down. I'm like, going, I better get one of those special edition cookies over there. Is that the last one? No, no. I love it. So talk to me about this. I hear people, you know, talk to, you know, famous founders and people that have been really successful a lot.

And I always like to ask the chicken or the egg question. So you've been highly successful. Obviously you've got your super smart guy, like got a lot of things, right, right place, right time, delicious product, great branding. You talk about the engineering and doing everything yourselves. And I always am fascinated by, did your success allow you to then do everything custom because your concept took off so much? You had success, dollars coming in the door. So suddenly you can, you know, and you've got a tech guy on your partner, Jason, is, you know, chicken or the egg. Would you all have always been custom anyway, or did the money and the success facilitate that approach?

Yeah, that's a good question. So I would say from the get-go, without a question, it was custom from the beginning because Jason, my cousin, was a product developer. He worked in tech. He worked for Nintendo, Facebook. We actually brought our first engineer on from Facebook, recently worked at Snapchat prior to that time. And we just knew we were going to integrate technology because not a whole lot of food and beverage concepts were utilizing technology. And so we wanted to use it as a powerhouse to make our concept unique and different. We always live by the motto, what's going to be different, better and special. And we felt technology was going to be another powerhouse aside from our rotating menu, our unique novelty flavors, and just the overall concept in general. So from the

get go, customized, and then we started recruiting people from all of these other tech giants to build out a team. So we talk, we see all the success. I like to always bring it back to earth. And like, you know, what's been the biggest pain points or learning, you know, as you've gone on this journey? You know, you're a young guy, but you've been successful. You had a great idea, great execution, but talk about that entrepreneurial journey. Maybe not the dark side, but the learning side. Everybody got to understand it isn't all perfect all the time, right?

Oh, it's not. Building a brand is not kicks and giggles. It's hard. It's lonely. There's a lot of days that you're just working your guts out and you're making it hard. You know, it's, it's lonely. I, there's a lot of days that you're just working your guts out and you're, you're making it work and you have a lot of people counting on you and you just have, you have to make it work. Right. Um, something that's been really tricky is I've been young and so it's hard to earn respect in an industry where people are older than I am. And so it's important for me to be knowledgeable and be educated on the product. I'm not afraid to get in there and work the kitchen and know every aspect of the concept because I need to be able to speak towards that. And so just being young in the industry and being a leader there, that's a hardship.

Second thing is having so many locations and youthful staff and employees. Consistency is key you can't build a brand if one store is different than the other you know from california to uh north carolina it's got to be the same and so you got to be the mean guy sometimes you got to put your foot down and say we've got to have you improve or you got to issue more policy or training or say no. I mean, there's a lot that goes into it. I wish I could pinpoint something directly, but it's not. We can't be burning the cookies in Charlotte if they taste so good in Greenville, right? Absolutely. So, you know, with time, though, we've been able to build out a corporate team

and divvy out these responsibilities into marketing and quality and testing and research and dev and with good leaders comes, you know, great process. And so just relying on a team and trusting them, it's been a really good opportunity to grow this business. And we're going to, we're not stopping here. You know, we're going to open our first store in Canada and then we hope to go over into the UK in the following year. International expansion. Heard it first here on the Radcast for Crumble Cookies. Before I want to talk a little bit about social content approach, TikTok and all that, before we go there, when I hear you talk, and I think this is a good learning lesson, we have a lot of business people, entrepreneurs that listen to the show,

And I think this is a good learning lesson. We have a lot of business people, entrepreneurs that listen to the show, learning lessons and all that. What I'm hearing from you is this is not by accident. Yes, you had a great concept, and yes, you took off, but I'm hearing a lot of structure, a lot of process, a lot of systems, a lot of embracing technology. I think that sounds to me like becoming some of the secret to the success.

Yeah. And not being afraid to just try things like not being afraid to fail and fail fast and fail hard. Cause if you fail fast, you quickly adapt or you build new technology or you hire that other person that you need and you're just moving on. You know, I think a lot of people have a mindset that puts them back and they shy away from trying things. And that's how you win is if you are able to adapt and be innovative and flow with the ever-changing market and the audience. Yeah. Change is your friend, my friend, as I like to say. Hey, talk to me about social. TikTok's blowing up. You got some X million followers there and on Instagram, you know, we, we talked about some of the, the beauties of the concept of the scarcity, new flavors. So you've got new con new things that could be the content, but what's been the,

you know, kind of the growth, the strategy and the content and those kinds of things on, you know, both Instagram and TikTok. Yeah. So it started out with Instagram. I go back to that organic, you know, micro influencing because people would tag people when the rotating menu would be launched every Sunday and they would say, Hey, so-and-so we need to go get these cookies or let's drive to this nearest location. That's an hour or two away. And then it started to build hype slowly in these circles and then as we started to open up more franchises people would tag people in the communities in which these stores would open and then this huge giant web and maze of inter-tagging on Instagram really helped hype up the brand on Instagram. And it was amazing. And our weekly drop was our most highly engaged piece of content

that we could ever have put out there. TikTok is a whole other story. I mean, we jumped on right at the right time when it was hot. I remember it being last year during March. And we call it the TikTok boom of 2021. We weren't afraid to go after it. We weren't afraid to spend money on, you know, high level video and photography. And we started posting, we started using ads, we started connecting with our TikTok reps, asking what's the best, you know, strategy here. And we started posting on a regular basis not just once a week

or twice a week we posted every day and um it just expanded like crazy and our stores just flooded our volume just went up even more so you know our our socials i feel like we've been semi-lucky because people just love the product again and they come back to it and they just want to know what we're doing. They're interested. Intrigued. Yep. I mean, there are a few things there to unpack. It's like, this is what I tell people all the time.

It's like, social media is about compounding interest. And when you have a product that gets shared, you compound the interest because of all of the shared value of those inputs and things that happen. And it snowballs. And then your weekly menu, the new items, you have some things that allow you. And then you guys haven't been afraid to what I call like, you know, borrowed interest from things like Stranger Things, like one of your posts, like playing with stuff that has interest. Their circle's this big and your circle's this big and you pull from their share to yours because you

borrow that interest from them. And I see you guys testing and doing a lot of stuff for your social media, which is super smart. Yeah. Partnerships. Yep. I would also add that in partnerships. We've been very lucky to partner with big brands like Oreo, Twix, Sour Patch. We're doing a Minions Week for the children coming up and just launched their new video, their movie. So partnerships have been huge for us and they've actually started to come to us now and we're not going to them anymore. So it's been good. How many U.S. stores are we, I don't know that you would know the, I mean, there's what, how many Subways in the U.S.? Like 10,000? Like how many combo cookies how many Crumble Cookies can we have?

Yeah, we're thinking we're probably going to be around three to 3,500 stores. Okay. I mean, let alone in California, you're going to have like 350. We want to learn from Subway and not have a crumble on every corner. And we have the data to back up

where we're selecting each location. And we're being really smart and strategic about where we're placing these crumbles. But, yeah, we're focused on A-plus locations. And we're now starting to see competition creep in. They're seeing our success and they're wanting to jump on the ship. So it's been fun. And we welcome it. I think competition is healthy.

Yeah. What's the e-com strategy? I know you can order online and do certain things like Yeah. How's a, what's the e-comm strategy? I know you can order online and do certain things like that. What's, what's been the thought process there? And I guess as you have more stores, you can, they, the local stores can supply. I mean, talk to me about that approach. So are you asking just like ordering online and things like that? Like, is it all tied? I mean, purely to, uh uh this is where my knowledge my knowledge is purely where i can get a crumble cookie in greenville south carolina because i'm selfish on my cookies but

if i'm ordering with you guys like can you order anywhere in the country and you'll ship anywhere or is it purely yeah local yeah so we have a mile radius around each store okay and so if you are located within like a two to five mile radius, your order is going from that store. Yep. Does that make sense? Yep. And then if you want to order shipping cookies, you can.

They just come a couple days later. But those are more for gifts or surgeries or birthdays or something like that. Will those come from the home ship there in Utah? Yep, they come. We have a big warehouse here in Utah, and we ship it two day to any location. But now with DoorDash, we've actually expanded that two mile radius around the store to 10 miles. So if we are utilizing DoorDash, it can go 10 miles from that store. Okay. That answers your question. It does. How big is the e-com portion of your business? It's huge. I don't know the exact numbers, but I would say it's now our biggest right now.

It's been crazy how many people want to ship the cookies. You sell more cookies on your website than your retail stores? No, I don't want to say that much. Our retail stores are the gold. That's where people come in and buy the cookies. Our app, it's so easy to use. A lot of people are using our app now more than any time in the business history because actually our app's been placed in the top seven,

up by McDonald's, Starbucks, Chick-fil-A, even DoorDash, just because it's so easy and we-fil-A, even DoorDash, uh, just cause it's so easy and we're trying to make it even easier. Um, but our shipping aside from our store and our app, um, it's probably about the same volume as like six stores combined. So to us it's a lot, but I would say we're up there with the big cookie shippers, um, in the nation. big cookie shippers in the nation. So I am listening to this going, not only am I getting hungry for a cookie,

but I'm going, this sounds like a really good investment opportunity. What can you share at least via the podcast? I mean, there might be more details once you get into, you know, some relationship things and all that, but what can we share for someone that's listening to this to get them excited about a Crumble franchise?

I mean, any numbers or anything that you could share as far as the potential? This is a great question. A lot of people have been interested in opening a franchise. And many of our franchise owners currently want to open more. So if that's anything in itself, it's not being a good experience. They're liking what they're seeing financially and just the overall experience. But to open a store, it depends on your area.

Building out something in California versus in Idaho or Utah is way different. It depends on minimum wage, taxes, what things are going for. So right now, on average, it's anywhere between $350,000 to $500,000 to build out a store and to come on board. And then you just have to be able to have that financing available. And then you fill out an application on our website if you're interested. Many of our states are already sold out, honestly. But you can easily view that online is south carolina sold out that's all we want to know here in south carolina i wish i could be a couple more spots i don't know we'll share some deets after this is uh is now what's can you share any like

revenue average revenue for a store or anything like that no i wish i could legally i can't yeah for a store or anything like that? No, I wish I could. Legally, I can't. Yeah. It's financially profitable. Can you say that? That's why people want more stores. Yeah.

Leave it at that, folks. Hint, hint. Get on board. Fast, fast, fast. How involved are you? I mean, what's a day in the life of Sawyer these days? Yeah. So I'm pretty involved right now. We're working on hiring higher up executives. We're

bootstrapped. So we don't have to listen to a board of trustees or anything like that. We're all self-funded. We're not in debt, which is awesome. But day to day, I run many different teams. I'm the COO of Crumble and I run all the day to day operations. I also oversee the branding and advertising and all socials. I see testing, R&D, training, and then resource and success coaching to all of our stores. So a lot goes into it. Right now, I'm just in meetings all the time and I'm visiting stores and making sure that our brand is being successful and that we have a good foundation that's going

to carry us into the next five to 10 years. Hey man, sounds like you're on the right track. Um, I mean, we are looking for the official cookie sponsor of the Radcast. So, you know, just saying, you know, um, what else should anybody know about Sawyer and how to keep up with you? Where's this all going? Where's this rocket ship landing? I mean, what's the – I know, you strike me as you've got a plan. What's the – where is this all headed?

Well, you know, we just want to compete with the best. In our eyes, that is the Cinnabons, the Dunkin Donuts, the Krispy Creams. We feel like they've made it and we want to be up there with them competing, not only here in the US, but internationally as well, as I described earlier. We want to be an international home name that people love. And that's our goal. We're here to build. It's more about building something awesome versus just profiting from it. And we love it. And so that's the overall goal. And to complete our mission of bringing people together in this crazy, chaotic, negative world over a pink box of delicious cookies.

I think you're all on your way. And I will say it does bring people together. There's nothing that brings this office together more than a pink box on the table, which is everyone's around it, around it, fighting over my favorite key lime pie. Get your hands off my key lime pie cookie. It's coming back soon. Give it a couple of weeks. Well, I don't think this cookie's going to crumble. I had to say it. You had to use that pun. How does everybody keep up with you, Sawyer? If they want to follow along, let's plug the social channels for you and, of course, the company.

Yes. So all things crumble is just Crumble Cookies. TikTok, Pinterest, Twitter, Instagram, Facebook, you name it, at Crumble Cookies. If you want to follow my journey, I'm regularly posting on LinkedIn, business advice, business spells, just Sawyer Hemsley. And I'm also an avid TikToker. I'm trying to be cool, you know, like the cool kids. And so TikTok, Sawyer Hemsley and Instagram, Sawyer Hemsley, if you want some insider scoop into Crumble or just business strategy for me. Final question. What's your favorite cookie?

Oh, this is a hard one. I love so many of the cookies and I know that's cliche, but I had to nail down one right now that I'm absolutely loving. And it's the Kentucky butter cake. Oh, come to it. I love the butter notes.

Uh, I think it's simple yet intriguing. And I love it. I've seen that. I've got, it sounds delicious. I could never seem to fall on that week have you ever had a butter cake before oh yeah dude are you kidding

me you gotta try it when it comes out tell me that one that the radcast can find out here we're gonna make a raspberry butter cake which has oh my god and i think a lot of people will actually love it the butter cake is one of our most popular cookies, and this raspberry on top is going to take it to the next level. Christina and Nick, our producers, two of our producers and co-hosts, about melted into the floor when you said that. We'll send you guys some more cookies this time. Sweet. Well, Sawyer, it's been a pleasure, man.

I really appreciate the time. I hope everyone, I know they will continue to buy lots of damn cookies and keep up with you. Really appreciate you coming on. Yeah. Thanks for the invite. Best of luck with everything. Hey guys, you know where to find us, theradcast.com. You can search for all the content today. We'll have highlight clips. Search for damn butter cookies. You'll find everything you want and more. You know where I'm at.

I'm at Ryan Offroad on all the platforms. TikTok, Instagram. You know where to find me. See you next time on Radcast.