The increased number of videos on social media about the recent flourishing food chains has sparked up a new routine for many. Waking up on Mondays, and checking the new rotation of Crumbl cookies available for the next couple of days is an experience that excites thousands of consumers. Even taking a trip to Raising Cane’s or Wingstop and trying their signature sauce is a moment many look forward to. Seeing these food chains grow through social media from ad campaigners to TikTok posts has had a major contribution to their extensive popularity.
Crumbl cookies’ success began during the Covid-19 pandemic despite the business being around prior. Their use of social media focuses heavily “on Gen-z customers [who are] particularly big adopters of short-form media.” By basing their customer base off a young demographic during the pandemic, Crumbl was able to expand their customer base to the highest degree.
Crumbl has a weekly rotational menu of six cookies that are revealed on TikTok, Instagram, and Safari in a 20-second video form. The multiple forms of media used to release the new cookies makes it accessible for people to see, and makes viewers feel a need for the cookies, which only builds over the week as a result of social media posts by consumers. Sophomore Marcella Vargas states, “Even when I don’t remember to look at the new cookies [on TikTok], I always end up seeing and wanting them because people are always posting them.” Crumbl’s success has been due to its prominent influence on people and ever-changing menu.
Another rising food chain, Raising Cane’s, has gained a huge following on social media, especially on TikTok. “Mukbangers,” people who eat while recording themselves, make the food appetizing to viewers, causing people to feel the urge to buy it themselves. Raising Cane’s, in particular, has gained popularity by people constantly talking about their sauce, some even going as far as drinking it. These videos, “Mukbangs,” get millions of views and help promote the business. Freshman Kierstyn Jorgensen explains, “Even though Raising Cane’s is an hour away, I feel like the drive is worth it. The sauce is so yummy!”
Similar to Raising Cane’s, WingStop’s menu has gotten people to pick up their keys and drive to their local store. On TikTok and Instagram, viewers are subjected to thousands of videos of people eating chicken wings, Cajun fries, and corn, all while dipping it in their signature ranch. Senior Hannah Flores says, “As soon as I saw a video of WingStop on Instagram, I had to go try it! The ranch is so good dipped with everything.”
Crumbl, WingStop, and Raising Cane’s have all risen to popularity on social media for a common reason: they all look appetizing to viewers. With the help of “mukbangers” and promotional videos, these fast-food chains are able to target their audience and promote their product strategically.
