The Utah-based ‘Crumbl’ cookie company is suing two of its competitors: ‘Crave’ and ‘Dirty Dough’.
“We didn’t expect that,” said Crave co-founder Trent English. “We are aware of the existence of Crumbl; our attitude with Crave is kind of to keep our noses down, to focus on our business.
In the lawsuit, Crumbl alleges infringement, claiming that the two cookie stores profit from the “valuable goodwill and reputation” and brand identity associated with Crumbl.
“We received…a letter that basically contained several different accusations that we believe were not accurate,” Dirty Dough co-owner Wade Rasmussen said. “That being said, everyone is entitled to their own opinion and Crumbl can certainly have their own opinion, but we were definitely surprised.”
Crumbl also claims that the two brands copied their packaging, but Crave and Dirty Dough both say that is not the case.
“We couldn’t be more different,” said English. “Crumbl is famous for their pink box, their rectangular box. Ours is black with metallic gold, and it’s square – not much confusion there, at least from our perception.”
But one Crumbl franchise owner says he won’t let that roll.
“When I read the comments and it’s like, ‘Big, bad American business is hitting the little guy who’s just trying to get by – I mean, that’s me! I’m the little guy,'” said John Schefer. “I have a few Crumbl franchises, but we were one of the first in Utah. You have a group of entrepreneurs who are out of business or out of luck.”
As for the future of the business, Crave and Dirty Dough say they will continue to work…and the publicity is the icing on the cake.
“We believe cookies have been around for a long time,” Rasmussen said. “Cookies aren’t something you can really patent or patent, so we feel like we haven’t done anything wrong at all, and so we’re going to continue and continue to grow the business in the best way possible. possible.”
“I personally have nothing against anyone involved in this,” English added. “Crumbl is a fantastic company, they’ve done a fantastic thing, they have a fantastic product – just like dirty dough. I hope the lawsuit is that we can find some kind of peaceful resolution and we can all continue to operate business as usual and have fair and healthy competition in the future.”