What is Last Crumb?
Last Crumb is an ultra-premium, luxury cookie company renowned for its exquisite packaging, unparalleled flavors, and an experience that feels more like unwrapping a coveted luxury product than opening a box of cookies. Founded to redefine the cookie industry, Last Crumb positions itself as a top-tier indulgence, with cookies priced at an eye-watering $12 each. With bold names like "Better Than Sex" and "Everything But the Candles," their offerings have been likened to haute couture baked goods.
Their brand thrives on exclusivity, small batches, limited availability, and an intentional mystique that keeps customers coming back. To the uninitiated, Last Crumb isn’t just a cookie company; it’s a curated experience designed to be unforgettable from the moment the package arrives.
Setting the Stage: A Generous Gesture
As a loyal customer impressed by a previous delivery (shoutout to Katie from Go2 for the introduction), I have placed a few orders as gifts through the years. I decided to share the magic of Last Crumb with five people this holiday season. The unboxing experience alone had left such an impression that it felt like the perfect gift.
On December 18th, I placed an order for five deliveries, totaling over $700 (even after scouring for discount codes). I expected the same shipping quickly and swift UPS 2nd Day Air shipping I’d experienced previously. While there was no mention of guaranteed Christmas delivery, there was also nothing suggesting the cookies wouldn’t arrive before the holiday.
The Disappointment Begins
By December 24th, I realized there were no tracking updates or communication regarding such from Last Crumb. It was Christmas Eve, and I hesitated to contact their support team, assuming they’d be unavailable. Instead, I had to send an apologetic note to my five recipients, explaining their gifts wouldn’t arrive on time…a disappointing moment that undermined the thoughtful gesture.
Sending Feedback to the Top
On December 26th, I drafted an email addressed to Last Crumb’s customer service team, COO, and CEO. As I was writing, some tracking notifications arrived, showing the orders were being processed. Nonetheless, I hit send, framing my email as constructive feedback rather than a frustrated complaint.
Here’s the email:
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Subject: Unsolicited Feedback :) (5 orders on 12/18)
Team Last Crumb,
<order information redacted>
Team Last Crumb,
First, I see that the orders are being worked/baked today and labels have been printed which is great.
I placed these orders on December 18th. I do realize this is often close to the cutoff for many D2C brands which is the purpose of my email with unsolicited feedback on communication.
I am not looking for anything here, just providing some feedback as someone who has run an 8-figure D2C brand for several years (with an AOV of $137).
During the checkout process there was nothing to suggest that these cookie recipients would not receive their wonderful cookies in time before Christmas. I actually placed several other orders with other D2C companies on the same day. Some specifically called out I could order in time for Christmas, while some others did not. Regardless, all of those orders (all perishable items) all delivered before the 25th (some delivered on the 20th which is wild, most on the 23rd, and one came at the 11th hour on the 24th).
There was no communication besides automation emails so I just assumed that they would arrive in time. I realized late on the 24th that they had not been delivered and after looking up the orders realized they had not moved at all.
I chose not to reach out at that point because I assumed your staff was off.
I get it, you might not want to have messaging that suggests the order wont arrive before the 25th because it might kill conversion rate.
I promise you (as someone who has had their team test this kind of stuff), it’s a very short term view. I would imagine your ICP is someone who is placing multiple orders over a period of time and not a single one and done customer.
With that theory, having a great experience (much like your amazing unboxing) is very key for someone ordering to ensure they continue to order later on.
At the end of the day, I had to reach out to the 5 people and let them know I sent them something but it would not arrive before the 25th. Not a fun thing to say and even though people are always understanding, it just kinda stinks.
Just something to think about next holiday.
Hope you guys had a GREAT Q4!
Best Regards,
John Roman
Johnroman823@gmail.com
www.linkedin.com/in/john-roman
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The Response: A Missed Opportunity
The reply came 27 hours later:
Hi John,
Thank you for reaching out and sharing your feedback with us.
We definitely understand the importance of setting expectations as well as receiving your packages on time and we apologize for the lack of communication regarding the expected delivery timeline. While our goal is to always provide a great experience for our customers, we accept that we may have fallen short in fulfilling orders on time and we highly appreciate your input for future holiday seasons.
For the inconvenience, please accept this code for 20% off on your next order: XXX (redacted)
Thank you for your patience and for being a loyal supporter of Last Crumb.
Xx,
Last Crumb
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The response felt robotic, unpersonalized, and frankly, tone-deaf. After spending over $700, being offered a coupon for a future order felt insulting. A coupon? Really? That’s what you come up with for a customer who spent hundreds of dollars and took the time to write a thoughtful email about how your brand can improve?
Now, maybe I’m full of myself here, but I’ll say this: if a more established and successful D2C brand reached out to me with some constructive feedback, I would be all ears. I’d engage thoughtfully, take the insights to heart, and ensure that customer felt heard. That’s just good business.
Instead, the CEO of Last Crumb decided to ignore my email entirely. Silence. Nothing. It’s a bold strategy for a brand charging $12 a cookie, and it’s certainly not one I’d recommend.
The Final Straw
Even after all the delays, I assumed the cookies shipped on December 26th would at least arrive before the new year. After all, it’s a luxury product… surely they’d try to salvage the experience. Wrong. One order, sent using discounted shipping (a stark departure from their usual premium delivery), didn’t show up until January 2nd. At that point, it felt less like a deviation from their standards and more like a sign of where their priorities truly lie.
Final Thoughts
Let’s not mince words: Last Crumb’s unboxing experience and product quality are exceptional. But here’s the hard truth for any luxury brand, the experience doesn’t stop at the product. It’s the customer service, the communication, and the follow-through that cement a brand’s promise.
This experience has left me questioning whether I’ll ever order from Last Crumb again. A thoughtful, well-handled response could have turned this around. It could have solidified my loyalty, earned my trust, and likely increased my lifetime value as a customer. Instead, their lackluster communication, dismissive resolution, and overall indifference have left me wondering if the brand even understands what “luxury” truly means.
Key Takeaway for Last Crumb
If you want to position yourself as a premium brand, act like one. Luxury customers don’t just buy products; they buy the experience. And that means every detail matters! Proactive communication during peak seasons, swift resolution of issues, and empathetic, personalized responses. These aren’t optional. They’re what separates true luxury brands from brands that just look the part.
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Next up for Part 3 of the Brand Experience Breakdown series is my experience with Fanatics. It’s a roller coaster of emotions.
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