Cookies By Design

For prospective investors navigating the complex landscape of franchise opportunities, the critical question often revolves around identifying a brand with a proven concept, robust market positioning, and a clear path to profitability within a resilient industry. Cookies By Design, also known by its corporate entity Crumb Corps, LLC, presents a distinctive franchise opportunity rooted in the specialized niche of handcrafted cookie gifts, cookie bouquets, gourmet cookies, and cupcakes, offering a unique blend of bakery and gifting services. The brand's foundational story traces back to 1983 when Gwen Willhite, after experiencing job loss, conceived the innovative idea of merging traditional floral and sweet gifts into edible cookie bouquets, establishing the company's original headquarters in Plano, Texas. This pioneering vision has allowed Cookies By Design to evolve its offerings and expand its operational footprint over several decades, positioning itself within the expansive global cookie and cracker market. This market was valued at USD 106.44 billion in 2024 and is projected to grow to USD 138.81 billion by 2030, demonstrating a Compound Annual Growth Rate (CAGR) of 4.52%, while the cookies market specifically, valued at USD 39.6 billion in 2023, is estimated to reach USD 54.9 billion by 2030 with a CAGR of 4.7%. As of current database records, the Cookies By Design system comprises 61 total units, with 42 operating as franchised locations and 1 being company-owned, reflecting a concentrated presence within this growing segment. This established history and specialized product offering within a consistently expanding market underscore why Cookies By Design warrants serious consideration for franchise investors seeking a differentiated model in the food and gifting industries, providing an independent, data-driven analysis for informed decision-making.

The broader industry landscape for cookie and cracker manufacturing, the primary category for Cookies By Design, demonstrates significant scale and consistent growth, attracting considerable franchise investment interest. The global cookie and cracker market, as a whole, was valued at USD 106.44 billion in 2024 and is projected to expand to USD 138.81 billion by 2030, exhibiting a robust Compound Annual Growth Rate (CAGR) of 4.52%. Further insights suggest the market size was $103.01 billion in 2025, with an anticipated increase to $106.19 billion in 2026 at a CAGR of 3.1%, and an even stronger projection to $123.03 billion by 2030 with an improved CAGR of 3.7%. Another report places the market value at USD 117.41 billion in 2025, forecasting growth to USD 126.69 billion in 2026 and a substantial expansion to USD 232.94 billion by 2034, demonstrating an impressive CAGR of 7.91% during that forecast period, while yet another perspective estimates the global cookie and cracker market size at approximately USD 99.84 billion in 2024, projected to reach around USD 135.76 billion by 2034 with a CAGR of roughly 3.12% between 2025 and 2034. Specifically, the cookies market segment alone, valued at USD 39.6 billion in 2023, is estimated to reach USD 54.9 billion by 2030, growing at a CAGR of 4.7% from 2024 to 2030, indicating a vibrant and expanding consumer base for the brand's core products. Key consumer trends driving this demand include a significant surge in packaged snack consumption, accelerated by increasing urbanization and a growing preference for convenient, on-the-go food options, alongside enhanced retail availability of baked goods and continuous advancements in industrial baking technologies. The rapid expansion of e-commerce is a particularly potent secular tailwind, with U.S. e-commerce sales increasing by 7.5% in Q2 2023, significantly outpacing the 0.6% growth for total retail sales in the same period, directly benefiting a gifting-centric brand like Cookies By Design that thrives on online orders and delivery. Consumers are increasingly seeking elevated snacking experiences, driving demand for functional snacks with reduced sugar content, a stronger focus on premium and artisanal baked goods, and healthier indulgence options, aligning perfectly with Cookies By Design's handcrafted, gourmet offerings. The Mondelez International's 2024 State of Snacking study further underscores this shift, reporting that 91% of global adults consume at least one snack daily, and 63% enjoy two or more snacks per day, highlighting a trend where snacks are increasingly replacing traditional meals. Despite market restraints such as rising health awareness impacting demand for high-sugar products and intense competition from healthier snack categories like granola bars and yogurt, the consistent growth in the premium and artisanal segments, coupled with the brand's unique gifting proposition, positions Cookies By Design to capitalize on these enduring macro forces and attract savvy franchise investment.

Investing in a Cookies By Design franchise involves a structured financial commitment, with an initial franchise fee set at $30,000, as confirmed by current FDD data and other updated sources, which represents a significant increase from an older 2004 reference of $9,500, reflecting the brand's evolution and established market presence. The total initial investment required to launch a Cookies By Design franchise ranges from a low of $110,000 to a high of $215,000, according to current database information. This range is further corroborated by other recent estimations, including the 2018 FDD and 2021 ratings, which cited an investment range of $117,500 to $207,000, and other sources indicating $120,000-$220,000 or between $115,000 and $215,000. This comprehensive investment figure includes the $30,000 paid directly to the franchisor or its affiliate, with the variance primarily driven by factors such as leasehold improvements, specific equipment needs, initial inventory, and working capital requirements based on location and market dynamics. Franchise candidates are expected to meet specific financial thresholds, including a net worth requirement of $250,000. While the 2018 FDD cited working capital between $15,000 and $20,000, other recent sources suggest a higher liquid capital requirement, specifying at least $100,000 or $90,000 in liquid capital, indicating the need for substantial readily available funds to cover initial operating expenses and unforeseen costs. Beyond the initial investment, franchisees commit to ongoing fees, including a royalty rate of 6.0% of gross sales, which is consistent with industry standards where ongoing franchise fees typically range from 4-8% of gross sales. Additionally, an advertising fund fee of 3.0% is assessed, contributing to collective marketing and brand-building initiatives. Analyzing the total cost of ownership, the initial investment range positions Cookies By Design as a mid-tier franchise opportunity, making it more accessible than many full-service restaurant concepts while still requiring a substantial capital commitment indicative of a robust retail and production operation. The brand operates under the corporate backing of Crumb Corps, LLC, which acquired Cookies By Design in 2007, with Jack Long serving as CEO and president as of November 2019, providing an established corporate structure for franchisees.

The operating model for a Cookies By Design franchisee is centered around the meticulous production and sale of handcrafted cookie gifts, specializing in cookie bouquets, gourmet cookies, and cupcakes, requiring a hands-on approach to both baking and customer service. Daily operations involve managing a retail bakery environment, from ingredient procurement and baking to decorating and packaging, along with direct sales and order fulfillment for individual customers and corporate clients. While specific staffing requirements are not detailed, the nature of a handcrafted bakery operation implies the need for skilled bakers/decorators and customer service personnel to manage production volumes and ensure a premium customer experience. The franchise primarily operates through dedicated retail store formats, providing a physical presence for production, display, and sales, with no specific mention of alternative formats like drive-thrus, kiosks, or mobile units. A foundational element of the franchise system is the comprehensive training program, known as "Cookie College®," which is a two-week intensive program held in Plano, Texas, where the company was originally founded. This initial training program, as outlined in the 2018 FDD, spans 80 hours, meticulously divided into 39 hours of classroom instruction covering operational procedures, business management, and brand standards, complemented by 41 hours of practical, on-the-job training to ensure franchisees gain proficiency in all aspects of cookie production and store management. Beyond initial training, Cookies By Design provides a robust ongoing corporate support structure designed to guide franchisees through various stages of their business. This includes critical assistance with site selection, where all potential locations require franchisor approval, alongside detailed guidance on location design and comprehensive support throughout the construction process, including answers to construction-related questions and referrals to approved suppliers. Franchisees also receive essential help with scheduling their store opening, managing purchasing, and optimizing inventory control. Ongoing communication and support are facilitated through "Cookie Dough® bulletins," which provide timely holiday production and marketing information, a national supplier and distribution program designed to streamline inventory management and achieve cost savings, and periodic store visits from field operations representatives who offer direct guidance and performance reviews. Furthermore, franchisees benefit from intellectual property protection covering Cookies By Design's trademarks, service marks, copyrighted materials, designs, patents, and confidential trade secrets, an integrated accounting and sales record system, continuous research and development efforts for new designs, products, and services, and peer support facilitated through the franchisee network. Comprehensive computer and technology support is also provided, ensuring smooth technical operations. Franchisees are granted an exclusive territory, a critical competitive advantage that prevents other Cookies By Design competitors from operating within their specific geographic area, with the precise territory details finalized as part of the Franchise Agreement after the FDD review, providing a clear boundary for market development and customer acquisition.

When evaluating the financial performance of a franchise, prospective investors typically seek detailed disclosures, yet it is important to note that Item 19 financial performance data is not disclosed in the current Franchise Disclosure Document for Cookies By Design. This absence means specific average revenue per unit, median revenue, or profit margins for franchisees are not explicitly provided in the FDD, a common practice among franchisors who are not legally mandated to make such disclosures. However, an analysis of publicly available historical data and industry benchmarks can still provide valuable insights into the potential viability of the Cookies By Design model. In 2006, Cookies By Design reported $54 million in sales across approximately 70 corporate and franchised locations, which, when averaged, suggests a robust unit-level performance of roughly $771,428 per location in that year. This historical sales figure, even without current Item 19 data, indicates the brand's capacity to generate substantial revenue when effectively managed. The broader cookie and cracker market, where Cookies By Design operates, continues to demonstrate significant financial scale, with the global market valued at USD 106.44 billion in 2024 and projected to reach USD 138.81 billion by 2030, growing at a CAGR of 4.52%. The specific cookies market segment, valued at USD 39.6 billion in 2023, is estimated to grow to USD 54.9 billion by 2030 at a CAGR of 4.7%, providing a healthy and expanding market context for Cookies By Design's specialized offerings. The brand's market position, specializing in gourmet cookie gifts and bouquets, taps into the premium segment of this market, catering to consumer trends for elevated and personalized snacking and gifting experiences. While unit counts have seen fluctuations, growing from the first franchised location in 1987 to over 175 shops by 1997, then to approximately 70 locations in 2006, and later showing 59 franchised locations in the USA in the 2018 FDD, with an undated source indicating 221 units in operation, these trends suggest periods of both aggressive expansion and strategic consolidation. The brand's continued existence since 1983, its significant sales figures in previous periods, and its ongoing international expansion efforts, including plans for 10 shops in Canada and a vision for over 30 international locations, all serve as strong signals of an enduring and adaptable business model. The company's proactive pursuit of new markets, such as the Indianapolis location planned for 2022 and targeting the GCC and MENA regions through strategic partnerships, further implies corporate confidence in the unit-level economics and overall brand potential, despite the absence of explicit financial performance representations in its current FDD.

The growth trajectory of Cookies By Design demonstrates a dynamic history, marked by periods of significant expansion and strategic adjustments, reflecting its long tenure in the franchise industry. The brand's first franchised Cookie Bouquet location, its initial brand name, opened in the U.S. in 1987, rapidly expanding to more than 175 shops across 115 cities within 10 years by 1997. By 2006, the company maintained approximately 70 corporate and franchised locations across the United States, reporting $54 million in sales, indicating a mature network. However, the 2018 Franchise Disclosure Document (FDD) reported 59 franchised Cookies By Design locations in the USA, spread across 28 states, with a notable concentration of 24 locations in the Midwest region. A more recent, undated source indicates a resurgence, noting 221 units in operation, while current database records show 61 total units, comprising 42 franchised and 1 company-owned location, highlighting varying reporting periods and potential reclassifications. Recent corporate developments underscore a renewed focus on strategic growth and market adaptation. In 2007, Cookies By Design was sold to Crumb Corps, LLC, marking a significant change in ownership and leadership, with Jon Rice taking over as president and CEO at that time, and Jack Long identified as CEO and president as of November 2019. The company has actively pursued international expansion, announcing its first international master franchise agreement in Canada in November 2019, followed by the establishment of a secondary international headquarters in Toronto, Canada, in June 2021, with concrete plans to open 10 shops in that region. This same announcement also highlighted key changes in leadership across Marketing, Finance, Product Development, and Corporate Sales at the global headquarters, indicating a strategic reorganization to support future growth. Cookies By Design's vision for international growth is ambitious, aiming to open more than 30 locations internationally over the three years following November 2019, through a combination of territory and master development agreements, specifically targeting the Canadian, GCC (Gulf Cooperative Council), and MENA (Middle East and North Africa) markets by partnering with Fran Counsel Group. Domestically, expansion plans announced in June 2021 included a new Indianapolis location slated for 2022. The brand's competitive moat is built upon its specialization in handcrafted cookie gifts and bouquets, offering a unique product that differentiates it from mass-produced bakery items. Its long history since 1983 has fostered strong brand recognition within its niche, supported by proprietary designs, recipes, and a robust training and ongoing support system for franchisees. The granting of exclusive territories provides a distinct advantage, protecting franchisees from internal competition, while a national supplier and distribution program ensures cost savings and efficient inventory management. Ongoing research and development of new designs, products, and services further ensure the brand's offerings remain fresh and appealing to consumers, demonstrating its adaptability to evolving market conditions and its commitment to digital transformation through leveraging e-commerce for its gifting services.

The ideal franchisee candidate for Cookies By Design is typically an individual who embodies a strong entrepreneurial spirit coupled with a dedication to delivering high-quality, handcrafted products and exceptional customer service, aligning with the brand's premium gifting focus. While the research does not specify prior industry experience as a strict requirement, the comprehensive two-week "Cookie College®" training program, encompassing 39 hours of classroom instruction and 41 hours of on-the-job training in Plano, Texas, indicates a system designed to equip franchisees with all necessary production and operational expertise, suggesting a focus on teachable skills and adherence to brand standards rather than pre-existing bakery experience. Candidates with a strong management background, a keen eye for detail in product presentation, and a passion for the gifting and bakery industries would likely thrive within this system. Although explicit multi-unit expectations are not detailed for domestic franchisees, the company's aggressive international expansion strategy, which includes master franchise agreements and plans for over 30 international locations across Canada, the GCC, and MENA markets, suggests that the brand is structured to support multi-unit or multi-territory development for qualified candidates with larger investment capacities. Available territories are clearly a focus of the brand's current strategy, with specific plans for 10 new shops in the Canadian region and a domestic expansion target in Indianapolis for 2022, building upon its existing presence across 28 U.S. states, where the Midwest region currently accounts for 24 of its 59 franchised locations reported in 2018. This geographic focus indicates a preference for market penetration where the brand already has established recognition, while also seeking new growth markets. The timeline from signing a franchise agreement to the grand opening of a Cookies By Design location is not explicitly stated, but the robust support structure, which includes assistance with site selection, location design, construction guidance, and store opening scheduling, implies a structured and managed process designed to facilitate a smooth launch for new franchisees. The franchise agreement term length and specific details regarding transfer and resale considerations are not provided in the available data, necessitating direct inquiry during the formal due diligence process to fully understand these long-term aspects of the investment.

For the discerning investor seeking a unique opportunity within the resilient and growing food service sector, Cookies By Design presents a compelling investment thesis grounded in its specialized product offering and established market presence. Operating within the robust global cookie and cracker market, which is projected to reach USD 138.81 billion by 2030 with a 4.52% CAGR, the brand leverages its long history dating back to 1983 and a distinctive handcrafted gifting concept to differentiate itself in a competitive landscape. While the current Franchise Disclosure Document does not include Item 19 financial performance representations, the brand's historical sales figures, such as $54 million across approximately 70 locations in 2006, its ongoing international expansion into Canada with plans for 30+ new units globally, and strategic leadership changes under Crumb Corps, LLC, collectively signal an active and committed corporate strategy focused on growth and market relevance. The initial investment range of $110,000 to $215,000, combined with a $30,000 franchise fee and a 6.0% royalty rate, positions Cookies By Design as a mid-tier entry point into a specialized segment of the food service and gifting industry. For a qualified candidate possessing a net worth of $250,000 and liquid capital of at least $90,000, this established brand, reinforced by an exclusive territory model and comprehensive franchisee support, warrants serious due diligence. PeerSense provides exclusive due diligence data including SBA lending history, FPI score, location maps with Google ratings, FDD financial data, and side-by-side comparison tools. Explore the complete Cookies By Design franchise profile on PeerSense to access the full suite of independent franchise intelligence data.