Playground →
Crumbl Cookies' ten nearest neighbors span hair salons, retail, apparel, and cosmetic services — a cross-category mix that makes the composition itself the finding. Similarity here measures how closely two entities' audiences resemble each other in shape; a score of 0.85 between Crumbl and Sport Clips means their audiences look structurally alike, not that the two brands compete.
The shape is flat: scores run from 0.85 at the top down to 0.80 at position ten, with no single neighbor pulling away from the pack. Sport Clips leads at 0.85, followed by Red Robin Gourmet Burgers at 0.83, Hobbies, Gifts & Crafts at 0.82, and Bath & Body Works at 0.82. The subcategory breakdown across the ten neighbors includes QSR, Hobbies Gifts and Crafts, Beauty and Cosmetics, General Apparel, Cosmetic Services, Sporting Goods, and Hair Salons — with MOD Pizza at 0.80 the only other Fast Casual Dining entry in the set. The dominant pattern is not food-adjacent brands but mall-and-strip-center retail and services: American Eagle Outfitters (0.81), Milan Laser (0.80), Dick's Sporting Goods (0.80), and Kirkland's (0.80) round out a neighbor set that looks more like a suburban shopping corridor than a dessert category.
The flat, cross-category spread suggests Crumbl's audience is defined less by food preferences than by a broader lifestyle and retail footprint shared with a wide range of brick-and-mortar brands.
