Crumbl
by Jill Duff-Hoppes
Crumbl Lake Mary isn’t just about its amazing gourmet cookies anymore. Now, the dessert store is also offering delicious cakes and pies to tempt your tastebuds.
Mark Schefer, who co-owns the store, says Crumbl went through a brand refresh in early 2024 – from its menu to its logo to its app, which is now more customer-centric. Crumbl started as Crumbl Cookies in 2017 and now has stores across the United States and Canada.
“Crumbl has evolved,” says Mark. “We’ve become a brand that’s bigger than just cookies. We’re tackling more, and we’re excited about the new products.”
The Lake Mary store’s loyal customers are equally excited about the tempting additions to the menu. Crumbl’s scrumptious cake offerings include cheesecakes, confetti celebration, carrot, and tres leches – the latter of which has been hugely popular. As for Crumbl’s yummy pies, key lime has been a big hit.
Mark and his wife Erin, along with his brother John and sister-in-law Jen, opened the Lake Mary Crumbl in June 2020 during the Covid-19 pandemic. For the Schefers, who also own Crumbl locations in DeLand and Daytona Beach, the business is truly a family affair. Mark and Erin have eight children ranging in age from 23 to four, and two of their daughters (ages 18 and 14) currently help at the stores.
For Mark, being a Crumbl franchise owner has brought his family closer together. Previously, his job was running call centers – an occupation not easily explained to young children. But even Mark’s four-year-old understands the basics of his job now: Daddy makes cookies for a living.
“I believe in this brand, and that’s why I’m part of it,” says Mark. “Our mission is to bring friends and family together over the best desserts in the world. I’ve lived that, and it’s been powerful in my life.”
It is Mark’s hope that Crumbl makes an equally strong impact on his team, which ranges from 18 to 23 employees depending on the time of year.
“We tell our staff, ‘You’re not here just to learn how to make a dessert – a cookie, a cake, a pie,’” he says. “We want you to learn skills while you’re here like leadership, negotiation, communication. We want you to learn other things because cookies aren’t our purpose; they’re just the vehicle we’re using to gather friends and family.”