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Nov. 8, 2021

#305: Matt Jung, CEO of the Luxury Cookie Company Last Crumb, on Unique Brand Development, Creating an Organic Flywheel, and Managing Supply and Demand for an Exclusive Product

Matt Jung is an entrepreneur and generalist with over a decade of experience founding businesses and leading teams with a focus on business development, operations, marketing and brand strategy in both startup, incubator/accelerator, and corporate...


Matt Jung is an entrepreneur and generalist with over a decade of experience founding businesses and leading teams with a focus on business development, operations, marketing and brand strategy in both startup, incubator/accelerator, and corporate environments. Currently Matt is the CEO of Last Crumb, the world’s first ultra-premium luxury cookie brand. Their nostalgic flavors are upgraded with the world’s best ingredients, delivered through a premium direct-to-consumer membership with luxe packaging you can show off.

Topics Covered by Matt Jung in this Episode

  • How Matt and his team are building the world’s first ultra-premium luxury cookie brand with Last Crumb

  • How Matt ended up as CEO of Last Crumb

  • Developing their 12 cookie flavors

  • Being intentional about developing a brand before going to market

  • Creating a market and why that worked for their brand

  • Why they chose not to test their product on consumers before launching

  • Actively going against their investors’ advice

  • Last Crumb’s go to market strategy and how they built an organic flywheel without any paid media

  • Managing supply and demand for a waiting list of over 100,000 people

  • Building an in-house cookie factory and 3PL while simultaneously creating a D2C brand

  • Learning to scale at a feasible rate for their growth and demand while maintaining a very high quality and consistent product

  • Growing from a mom and pop roadside bakery cart to an exclusive cookie factory

  • Constantly improving quality to create an amazing customer experience

  • Some ideas Matt has for the future of Last Crumb

  • Avoiding the mistake of diversifying before scaling

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