WEBVTT - It's Sweeping the World...And I've Never Heard Of It!

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<v Speaker 1>It's sweeping the world and I've never heard of it.

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<v Speaker 1>It's one more thing, Sack.

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<v Speaker 2>I saw a picture of the hot new boy band

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<v Speaker 2>the other day, the new BTS, Yeah, and I had

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<v Speaker 2>never heard of them, but they looked exactly like BTS.

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<v Speaker 3>K pop again.

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<v Speaker 1>Korean fellows Yeah, yeah, kind of a tough looking one

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<v Speaker 1>and yeah, exactly sporty one.

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<v Speaker 4>Yeah.

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<v Speaker 1>You know what's funny is because I read fairly voraciously,

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<v Speaker 1>mostly for this job, partly out of just habit, I

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<v Speaker 1>do become aware of some of the youth trends. I mean,

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<v Speaker 1>if you don't have kids, you have to accidentally come

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<v Speaker 1>across it.

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<v Speaker 4>Oh no, if I didn't have kids, there's a lot

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<v Speaker 4>of stuff I wouldn't know.

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<v Speaker 1>Well, right, but I'm thinking about, you know, back in

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<v Speaker 1>the day, not terribly long ago, the idea of like

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<v Speaker 1>the Wall Street Journal doing an article on me and

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<v Speaker 1>my friends saying, you know that kicks ass instead of

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<v Speaker 1>that's cool. I mean, nobody would care. Nobody would write

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<v Speaker 1>about it. Old people wouldn't be Older people wouldn't be

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<v Speaker 1>aware of it. They wouldn't know our hot trend. They

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<v Speaker 1>would know that Rio Speedwagon recently was hotter than sticks

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<v Speaker 1>or whatever. Nobody cared and nobody should care. Having said that,

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<v Speaker 1>I came across this headline, the billion dollar cookie empire

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<v Speaker 1>that teens love and parents hate. Okay, Katie, do you

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<v Speaker 1>know anything about Crumble?

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<v Speaker 2>Ah?

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<v Speaker 4>Sam said that to me on Sunday. I am really yeah,

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<v Speaker 4>came up somehow came up. He said, Oh, every crumbles

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<v Speaker 4>the hottest thing. Dad, dude. I was like, I don't

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<v Speaker 4>know what you're talking about.

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<v Speaker 3>Wait a minute, they're so good. We're getting a sex

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<v Speaker 3>face from Katie.

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<v Speaker 4>Michael, They're very good.

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<v Speaker 5>The things I would do for Crumble cookies.

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<v Speaker 3>Oh don't la la la la. Hr is going I'll.

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<v Speaker 4>Lose my toes over those cookies.

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<v Speaker 1>Wow, a really dark diabetes joke, but a good one

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<v Speaker 1>from Michael.

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<v Speaker 4>So are they in plastic like oreos? Do I buy

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<v Speaker 4>them at a store?

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<v Speaker 1>Oh?

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<v Speaker 5>No, They in a box like donuts.

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<v Speaker 1>And they're they're five bucks each, like in seven hundred.

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<v Speaker 4>Calories per cookies.

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<v Speaker 3>So here's the.

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<v Speaker 1>Story, and this is this is it's it's more about

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<v Speaker 1>the Internet age than the cookies. Every Sunday at eight

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<v Speaker 1>pm Eastern, tween and teen girls across the country check

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<v Speaker 1>Crumble cookies.

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<v Speaker 3>It's Crumble without the e at the end.

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<v Speaker 1>Crumble, they check Crumble Cookies social media to discover the

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<v Speaker 1>week's newest flavors.

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<v Speaker 3>Then they start begging their parents to take them to

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<v Speaker 3>the bakery for.

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<v Speaker 1>Five dollars for a five dollars seven hundred calorie cookie,

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<v Speaker 1>And like.

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<v Speaker 4>Can I go to any grocery store?

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<v Speaker 5>Do I have to go to a you have to

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<v Speaker 5>go to a Crumble cookie.

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<v Speaker 4>A Crumble cookie, Okay, yeah, I have them near me.

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<v Speaker 4>I don't know.

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<v Speaker 3>Just a few more details that will probably make it.

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<v Speaker 1>Oh, my wife was baking cookies yesterday afternoon.

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<v Speaker 3>Holy cats. I just thought, wow, fresh baked cookies.

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<v Speaker 4>I mean, yeah, you can't say no to that.

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<v Speaker 1>No, And it's just it's we maybe the best smell

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<v Speaker 1>on earth other than like your baby.

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<v Speaker 4>We were at we were at a restaurant the other night,

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<v Speaker 4>and one of the dessert options were three cookies and

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<v Speaker 4>a glass of milk. And it was like fifteen dollars

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<v Speaker 4>or something for three cookies and glass of milk. But

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<v Speaker 4>they baked them. It took a while to get the dessert.

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<v Speaker 4>But you had a hot, fresh baked chocolate chip cookie,

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<v Speaker 4>oatmeal raisin cookie, and then some other kind of cookie

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<v Speaker 4>and a cold glass of milk. I thought, that's a

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<v Speaker 4>freaking good dessert right there.

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<v Speaker 5>Yeah.

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<v Speaker 1>Wow, Wow, you throw a snickerdoodle in there, fresh bake.

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<v Speaker 4>Yeah, oh well, I don't think you can top Michael,

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<v Speaker 4>who is actually diabetic. I give up my toes for that. Jack.

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<v Speaker 5>There's a crumble cookie in West sacramentow. You can hit

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<v Speaker 5>it on your way home.

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<v Speaker 4>Th oh, just what I need.

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<v Speaker 3>Wow wow.

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<v Speaker 1>So it doesn't matter if anyone really likes pink donut,

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<v Speaker 1>lemon cheesecake or oatmeal skillet cookies.

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<v Speaker 3>They feel like they have to have them.

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<v Speaker 1>And TikTok YouTube and Instagram videos are fueling the surge.

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<v Speaker 1>So what's really interesting and the reason I brought it

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<v Speaker 1>up is the co founders have concocted what the Journal

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<v Speaker 1>calls a perfect recipe of social media and sugar quote.

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<v Speaker 1>Our strategy right from the beginning was social media, says

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<v Speaker 1>Jason McGowan, who started the company. What is this seven

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<v Speaker 1>years ago? Single storem logan Utah of All Place now

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<v Speaker 1>chief executive. Now they have a thirty person social media

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<v Speaker 1>team with professionals who film and photograph the cookies for

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<v Speaker 1>their weekly flavor announcements and build like a viral. You've

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<v Speaker 1>got to be in on this. You gotta be cool.

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<v Speaker 1>All your friends are talking about it. Thing new cookies

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<v Speaker 1>every week, which.

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<v Speaker 4>Works for some people. It works for enough people. That

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<v Speaker 4>happens a teen and tween girls, for instance, happens with

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<v Speaker 4>many coffee shops in my town when the word gets

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<v Speaker 4>out the coffee shop and people wait in line for

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<v Speaker 4>an hour to say they've been there and how amazing

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<v Speaker 4>it is. I'm the opposite of that kind of person.

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<v Speaker 4>But if the cookie is good, the cookie is good.

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<v Speaker 4>I just wonder because like Krispy Kreme Donuts did this,

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<v Speaker 4>and uh, a lot of the Krispy Kreme locations came

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<v Speaker 4>and went. I mean they were super hot for a

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<v Speaker 4>little while and they went away because a lot of it

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<v Speaker 4>was the oh have you been you haven't been. I've

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<v Speaker 4>been once. That wears off. It's just do people continue

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<v Speaker 4>to come and get this product?

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<v Speaker 5>Yeah, that kind of happened with nothing. Bunt cakes too

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<v Speaker 5>a little bit. They were a little trendy there for

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<v Speaker 5>a while.

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<v Speaker 3>But I I just think bunt cakes, is that what

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<v Speaker 3>you just said?

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<v Speaker 4>Man here today, gone today? That one came and went

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<v Speaker 4>without me ever hearing about it.

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<v Speaker 1>Oh?

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<v Speaker 5>Really okay, but it's a shop that only does bunt cakes,

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<v Speaker 5>but they do little personal ones and they've got all

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<v Speaker 5>the different flavors, and they come and cute packaging and

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<v Speaker 5>they were like the big gift for a while. But whatever,

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<v Speaker 5>Crumble Cookies, I'm looking at their national flavor this week,

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<v Speaker 5>white chocolate raspberry cheesecake. Yes, please, cranberry white chip, which

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<v Speaker 5>is just a white chocolate chip cookie with cranberry. Now,

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<v Speaker 5>Joe snicker Doodle cupcake, a warm cinnamon sugar cookie with cream.

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<v Speaker 4>Don't make sex noises. I gotta leave if you're gonna

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<v Speaker 4>make sex noises.

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<v Speaker 3>Wait a minute, go back to that description.

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<v Speaker 5>All right, your eyes Jack, Yeah, plug yourrs Jack. A

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<v Speaker 5>warm cinnamon sugar cookie topped with cream, cheese, frosting, and

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<v Speaker 5>an extra dash of cinnamon sugar. And it looks delightful.

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<v Speaker 3>Go no further because the bounds of decency.

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<v Speaker 1>But yeah, I would, oh crap, I would wake up

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<v Speaker 1>next to that cookie and look at it longingly say

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<v Speaker 1>I think I love you.

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<v Speaker 3>Wow. Wow. So the other aspect of real quick, Katie,

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<v Speaker 3>you describe one of those cookies again.

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<v Speaker 6>Oh, I'm looking at pictures now here's Yeah, we'll do

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<v Speaker 6>the white chocolate raspberry because it sounds great. A smooth

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<v Speaker 6>cheesecake filling confused with white chocolate, marbled and baked with

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<v Speaker 6>raspberry jam doing topped with a whipped cream dog and

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<v Speaker 6>white chocolate curls.

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<v Speaker 3>Thanks cookies.

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<v Speaker 4>And is that also in high heels also, I'm looking

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<v Speaker 4>at that high heels and stockings. Oh my god, I'm

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<v Speaker 4>looking at the white chocolate raspberry cheesecake. That is something

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<v Speaker 4>right there.

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<v Speaker 3>I know, stop it, stop it with that.

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<v Speaker 4>I remember where I heard of my son. So my

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<v Speaker 4>son went to our local donut shop the other day

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<v Speaker 4>and he brought back this crazy donut and it had

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<v Speaker 4>maple on it, bacon on it, and then some stuff

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<v Speaker 4>on it. And I said, what's that and he said

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<v Speaker 4>it's crumble I said what crumble cookie. You don't know

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<v Speaker 4>crumble cookie? And I said no. So they put crumble

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<v Speaker 4>cookie on top of the doughnut and the bacon. But

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<v Speaker 4>that's how I first heard about it. Interesting thing about

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<v Speaker 4>the logo too, because you mentioned it's crumbl all small letters,

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<v Speaker 4>not capital. Do you see that article the other day

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<v Speaker 4>I think goes in the Wall Street Journal about modern

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<v Speaker 4>logos and how they've cracked the code on what we

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<v Speaker 4>remember or what tracks our eye. But that's why I

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<v Speaker 4>follow you that almost all logos now are small letters,

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<v Speaker 4>no capital letters. It's got something to do with remembering

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<v Speaker 4>and catching your eye. Capitol letters are over if it's

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<v Speaker 4>Google or Microsoft or Crumble Cookie or whatever. Small letters,

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<v Speaker 4>short words, round childlike letters like these. Are those logos

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<v Speaker 4>really really work? Yeah?

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<v Speaker 1>It turns out to one of these Crumble Milk chocolate

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<v Speaker 1>chip cookies seven hundred and thirty calories.

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<v Speaker 3>That is one hundred and forty more than a big Mac. Wow.

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<v Speaker 5>So I will rest your souls with this. They make

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<v Speaker 5>a miniature version of all their flavors and you can

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<v Speaker 5>get them, and they're only four hundred calories.

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<v Speaker 4>That's a lot of calories.

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<v Speaker 1>So the others back to this that I find so interesting,

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<v Speaker 1>aside from cookie lust, which I feel as much as

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<v Speaker 1>any human being on earth love them. First of all,

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<v Speaker 1>obviously it was the We designed this with social media

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<v Speaker 1>and mind. This was our plan. The other part of

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<v Speaker 1>it is the economic power of girl pop culture, as

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<v Speaker 1>the movies Barbie and Wicked have shown, as Taylor Swift

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<v Speaker 1>has shown, that's marketers are aware of it and looking

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<v Speaker 1>toward it in new ways. Although you know Taylor Swift

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<v Speaker 1>is a lot of young girls in adolescents and teens

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<v Speaker 1>and tweens and stuff.

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<v Speaker 3>It's a lot of adults too.

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<v Speaker 4>Like I said, with Krispy Kreme donut and this Crumble thing,

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<v Speaker 4>I'll be interested to see if you can make that last,

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<v Speaker 4>because you have to be able to still be open

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<v Speaker 4>a year later when the TikTok challenge craziness of it

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<v Speaker 4>wears off and it's just a product, are people going

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<v Speaker 4>to continue to stop buying a regular basis and buy

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<v Speaker 4>a dozen to bring to work or whatever. I mean,

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<v Speaker 4>it's amazing to me how many any donut shops I

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<v Speaker 4>know of that have survived for many, many years. And

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<v Speaker 4>they're they're not nice, they're not fancy, they're not they're

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<v Speaker 4>not anything. But somehow they got the right combination of

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<v Speaker 4>the price and donuts that they can stay open and

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<v Speaker 4>keep the doors open.

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<v Speaker 1>Oh.

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<v Speaker 3>One more business point.

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<v Speaker 1>Crumble puts reviews up on their website as people film

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<v Speaker 1>little tiktoks or instagrams.

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<v Speaker 3>Or whatever to review.

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<v Speaker 1>They even put the negative ones up there. It's like, hey,

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<v Speaker 1>we're a community, let's all talk about it and talk

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<v Speaker 1>about what flavors we like.

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<v Speaker 3>And so that's an interesting point of view.

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<v Speaker 1>The second point I want to make is a little

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<v Speaker 1>more cloudy, amorphous, foggy. Corporate America has fully embraced girly

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<v Speaker 1>stuff for girls at the same time when like the

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<v Speaker 1>transgender madness.

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<v Speaker 3>Is sweeping the schools and.

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<v Speaker 1>Girls are pretending they're boys and there's a mass contagion

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<v Speaker 1>about that. Is it just that with the online thing,

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<v Speaker 1>people are so easily led down one path or the other,

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<v Speaker 1>whether it's cookie gorgeon or getting their.

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<v Speaker 3>Breasts cut off. I don't know.

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<v Speaker 4>I don't know because like you and I are not

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<v Speaker 4>that person. So if something becomes really popular, my knee

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<v Speaker 4>jerk reaction is to not want to eat it, wear it,

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<v Speaker 4>listen to it, whatever. And that's dumb also because sometimes

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<v Speaker 4>this stuff is good. But that's my knee jerk reaction,

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<v Speaker 4>as opposed to most people whose knee jerk reaction is

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<v Speaker 4>that's what people are into. I want to go. I

0:11:32.480 --> 0:11:33.640
<v Speaker 4>need to go to the coffee shop. I need to

0:11:33.640 --> 0:11:35.880
<v Speaker 4>eat that donut, I need to wear those shoes, I

0:11:35.920 --> 0:11:39.160
<v Speaker 4>need to listen to that music. So you know, it's

0:11:39.200 --> 0:11:40.800
<v Speaker 4>impossible for people like you and I to get in

0:11:40.840 --> 0:11:42.400
<v Speaker 4>the head of people that want to be part of

0:11:42.440 --> 0:11:43.120
<v Speaker 4>that all the time.

0:11:43.920 --> 0:11:44.319
<v Speaker 3>Yeah.

0:11:44.400 --> 0:11:46.600
<v Speaker 1>Yeah, especially in the modern world with all of its

0:11:47.360 --> 0:11:49.880
<v Speaker 1>tools and avenues to find out about stuff and get

0:11:50.040 --> 0:11:53.120
<v Speaker 1>approval and thumbs ups and hearts and all for you

0:11:53.160 --> 0:11:56.920
<v Speaker 1>agreeing with other people. My final note will be last

0:11:56.960 --> 0:12:01.080
<v Speaker 1>week's menu included the Oh many of the new cookie

0:12:01.120 --> 0:12:05.640
<v Speaker 1>varieties are inspired by customer suggestions. Last week's menu included

0:12:05.679 --> 0:12:11.080
<v Speaker 1>the Brookie pie That is a chocolate chip cookie cradling

0:12:11.160 --> 0:12:15.280
<v Speaker 1>a brownie, topped with vanilla moose and drizzled with chocolate.

0:12:15.520 --> 0:12:18.200
<v Speaker 5>Come on, oh, how are we supposed to stay in

0:12:18.240 --> 0:12:19.400
<v Speaker 5>shape with this kind of stuff?

0:12:21.400 --> 0:12:21.559
<v Speaker 3>Uh?

0:12:22.760 --> 0:12:25.280
<v Speaker 4>So that's a pretty clever idea, having new different things

0:12:25.320 --> 0:12:27.640
<v Speaker 4>every week, that's a pretty good idea. And then you

0:12:27.679 --> 0:12:30.559
<v Speaker 4>know what, science go ahead, sorry, and just being set

0:12:30.640 --> 0:12:31.720
<v Speaker 4>up to be able to pull that off.

0:12:32.240 --> 0:12:36.360
<v Speaker 1>Yeah, yeah, it's it's clever as hell. So science needs

0:12:36.400 --> 0:12:39.760
<v Speaker 1>to come up with this some sort of I don't

0:12:39.800 --> 0:12:42.040
<v Speaker 1>know exactly how you would do it. It would probably involve

0:12:42.120 --> 0:12:48.560
<v Speaker 1>electrodes and scanners. But you'd be on an elliptical eating

0:12:50.080 --> 0:12:52.439
<v Speaker 1>and there would be like an arrow. Are you gaining

0:12:52.480 --> 0:12:57.440
<v Speaker 1>weight or losing weight as you on the elliptical? Maybe

0:12:57.480 --> 0:12:58.360
<v Speaker 1>you're even jogging?

0:12:58.840 --> 0:13:01.480
<v Speaker 4>Yeah, and yeating? And what you're trying to do is

0:13:01.559 --> 0:13:04.600
<v Speaker 4>just keep the needle in the middle right exactly.

0:13:04.720 --> 0:13:05.560
<v Speaker 5>Yeah, you'll break even.

0:13:05.679 --> 0:13:09.280
<v Speaker 1>Yeah, up to full on self indulgent as long as

0:13:09.280 --> 0:13:10.760
<v Speaker 1>you kept the thing going for and you put the

0:13:10.760 --> 0:13:11.560
<v Speaker 1>donut down for a second.

0:13:11.600 --> 0:13:14.000
<v Speaker 4>Okay, I gotta walk a little bit more. Okay, keep

0:13:14.040 --> 0:13:15.840
<v Speaker 4>thinking of the bite. Just try to keep the needle

0:13:15.880 --> 0:13:16.280
<v Speaker 4>right in the middle.

0:13:16.440 --> 0:13:16.960
<v Speaker 3>I need that.

0:13:17.080 --> 0:13:18.880
<v Speaker 4>I need that all day long, right in front of me,

0:13:18.960 --> 0:13:19.400
<v Speaker 4>that needle.

0:13:19.960 --> 0:13:23.960
<v Speaker 1>Yeah, and or you'd think, holy crap, I'm going hard

0:13:23.960 --> 0:13:27.480
<v Speaker 1>at this elliptical and I'm still not breaking even eating

0:13:27.559 --> 0:13:28.120
<v Speaker 1>this stuff.

0:13:28.240 --> 0:13:31.400
<v Speaker 4>Yeah. That's always rough when you're on the treadmill or

0:13:31.440 --> 0:13:33.000
<v Speaker 4>whatever for a half an hour and you burn like

0:13:33.160 --> 0:13:35.160
<v Speaker 4>the equivalent of a half of snickers.

0:13:35.440 --> 0:13:37.320
<v Speaker 3>Yeah, yeah, lesson learned.

0:13:37.400 --> 0:13:39.400
<v Speaker 4>So I got a donut shop near me. As I've mentioned,

0:13:39.480 --> 0:13:41.480
<v Speaker 4>it used to be by my old house. I moved,

0:13:41.520 --> 0:13:44.040
<v Speaker 4>and now it moved, so it seems to have followed me.

0:13:45.920 --> 0:13:50.079
<v Speaker 4>But interesting thing, I'm amazed by entrepreneurs, people who open

0:13:50.160 --> 0:13:51.440
<v Speaker 4>up businesses and make a goal of it.

0:13:51.559 --> 0:13:51.719
<v Speaker 1>Man.

0:13:51.800 --> 0:13:56.240
<v Speaker 4>I really am uh kind of jealous and jealous and

0:13:57.360 --> 0:14:00.400
<v Speaker 4>idealize people that do that. But anyway, go to that

0:14:00.400 --> 0:14:02.960
<v Speaker 4>donut shop and like kind of roughly counting the number

0:14:02.960 --> 0:14:05.160
<v Speaker 4>of donuts in there and rough idea what I think

0:14:05.160 --> 0:14:07.640
<v Speaker 4>the profit is on prednat. I just can't figure out

0:14:07.640 --> 0:14:09.680
<v Speaker 4>how they come out ahead. And there's lots of stories

0:14:09.679 --> 0:14:12.000
<v Speaker 4>like that. I just figured, how can you possibly sell

0:14:12.080 --> 0:14:15.439
<v Speaker 4>enough donuts to like pay a couple of salaries the electricity?

0:14:15.559 --> 0:14:17.160
<v Speaker 4>But blah blah blah. I just I don't know how

0:14:17.160 --> 0:14:19.240
<v Speaker 4>that works. On one hand, the other part of it

0:14:19.280 --> 0:14:22.560
<v Speaker 4>is he and his wife are super fit, and it

0:14:22.760 --> 0:14:23.320
<v Speaker 4>just kind of.

0:14:23.280 --> 0:14:24.320
<v Speaker 3>Bothererate a minute.

0:14:24.360 --> 0:14:27.000
<v Speaker 4>I don't mind a fat guy and his fat wife

0:14:27.200 --> 0:14:30.960
<v Speaker 4>running a donut shop, but super like ridiculously fit, you

0:14:31.000 --> 0:14:31.640
<v Speaker 4>know those people.

0:14:31.720 --> 0:14:35.440
<v Speaker 5>Yeah, we had this in our workplace, remember, Yeah, what's.

0:14:35.240 --> 0:14:38.000
<v Speaker 4>Going on with you? You're so fit and you're selling donuts.

0:14:38.040 --> 0:14:39.920
<v Speaker 4>I don't think you've had a donut in your life?

0:14:40.560 --> 0:14:40.800
<v Speaker 4>Are you?

0:14:40.920 --> 0:14:41.000
<v Speaker 5>Just?

0:14:41.080 --> 0:14:46.120
<v Speaker 4>Like what's going on here? You like these mocking the

0:14:46.160 --> 0:14:47.800
<v Speaker 4>rest of us, lack of like.

0:14:47.720 --> 0:14:50.600
<v Speaker 1>The mobs that sell death on the streets the drugs.

0:14:50.600 --> 0:14:52.680
<v Speaker 1>But if you're one of the monsters, you're not allowed to.

0:14:52.600 --> 0:14:56.200
<v Speaker 4>Touch it, right, Yeah? Meaning to ask him about that, Like,

0:14:56.200 --> 0:14:57.680
<v Speaker 4>do you ever eat? Don't eat a donut in front

0:14:57.680 --> 0:14:58.880
<v Speaker 4>of me? I want to see you eat a donut

0:15:00.240 --> 0:15:00.520
<v Speaker 4>for it.

0:15:00.880 --> 0:15:03.080
<v Speaker 3>In fact, I'll buy two dozen donuts you eat a donut.

0:15:03.120 --> 0:15:04.240
<v Speaker 4>I just want to see you take a bite of

0:15:04.240 --> 0:15:05.040
<v Speaker 4>one of your donuts.

0:15:05.200 --> 0:15:07.280
<v Speaker 5>You guys are gonna start going into donut shops and

0:15:07.320 --> 0:15:09.440
<v Speaker 5>threatening the fit owners. Eat a donut.

0:15:09.680 --> 0:15:11.880
<v Speaker 4>Yeah, you mock me. Eat a donut.

0:15:12.440 --> 0:15:15.720
<v Speaker 5>Also, Joe, one more for you, Crumble, Crumble does do

0:15:15.960 --> 0:15:17.760
<v Speaker 5>a key lime pie cookie?

0:15:19.120 --> 0:15:23.000
<v Speaker 3>Come on? Oh yeah, I'm only a man. How can

0:15:23.080 --> 0:15:23.640
<v Speaker 3>I resist?

0:15:24.800 --> 0:15:27.000
<v Speaker 5>I only need three toes on each foot just to

0:15:27.720 --> 0:15:30.360
<v Speaker 5>a just so I can get by.

0:15:31.880 --> 0:15:35.920
<v Speaker 4>That's funny. Well, I guess that's it.