#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 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.

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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