#UtahCookieWars has gone viral on social media from the news of the battling cookie stores.
Crumbl, the fastest growing cookie company from 2017 to 2021, is seeking an injunction against two other cookie stores in Utah, Crave Cookies and Dirty Dough, for allegedly copying multiple elements of their branding. Jason McGowan, co-founder of Crumbl, took to LinkedIn stating, “the defendants both formed businesses copying Crumbl’s processes, trademarks, and trade dress in a confusingly similar way.” McGowan alleges co-founder of Crave Cookies created his cookie company after he was denied becoming a Crumbl cookies franchise owner, and Dirty Dough received cookie secrets from a former Crumbl employee.
Although Crave Cookies has stayed relatively quiet from the lawsuit allegations, Dirty Dough founder Bennett Maxwell has not shied away. Maxwell posted on social media: “A Billion dollar company suing 2 start-ups. Why? Because apparently if you put sprinkles of your cookies, Crumbl thinks they own that,” “Watch out Grandma, you better throw away those sprinkles or you will be Crumbl’s next victim.” Maxwell further poked fun at Crumbl by creating new billboards in Utah: “Cookies so good we’re being sued” and “Our cookies don’t crumble with competition.”
Although Maxwell has poked a lot of fun, Dirty Dough and Crave Cookies both firmly believe the alleged claims have no merits. What do you think? Have the cookie secrets been exposed?
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