Crumbl · Product sense · Mid · 45 to 60 minutes

Refresh Crumbl's Loyalty Program

Crumbl is a dessert chain known for cookies and a rotating weekly menu. Answer this product management case and get it graded line by line against a weighted rubric.

Product sense
Analytical thinking
Trade off judgment
User empathy
Written communication

The situation

The VP of Customer Growth at Crumbl has asked you to recommend a refresh to the loyalty program before the next annual planning cycle. The current program gives members points on purchases and lets them redeem those points for rewards. Leadership believes the program matters to repeat purchase and brand affinity, but there is debate about whether the current setup is doing enough for customers and for the business. Finance wants better predictability in reward cost, marketing wants the program to feel more motivating, and operations wants to avoid a change that confuses store teams or loyal members. You are not being asked to rebuild the entire program from scratch. Instead, decide what should change, if anything, in the way members earn points, the kinds of rewards they can access, and how the change should be rolled out. The hard part is balancing a simple, appealing member experience with sustainable economics and trust, especially for customers who already hold points and may compare the new program to the old one.

What to produce

Write a 1 to 2 page product recommendation memo.

Your answer must

State the primary goal of the loyalty refresh and define the main customer segments or purchase patterns you would design for.
Lay out at least two credible options, including a no or low change option, and compare their customer, business, and operational trade offs.
Make a clear recommendation for what should change in the loyalty program scope for this case, including member earning rules, reward access, or both, and explain why.
Specify the key success metrics and guardrails you would monitor in the first 90 days after launch.
Identify the biggest trust, implementation, and communication risks, and propose how you would roll the change out to existing members.

Constraints

Keep the program points based for this decision cycle.
Assume existing member point balances must remain usable after the change.
Do not rely on changing base product prices or the weekly cookie lineup.
Recommend something that can ship as an update to current loyalty rules and customer messaging, not a full platform rebuild.

Format

Use short sections with headers such as goal, users, options, recommendation, metrics, and risks.

How Crumbl actually played it

Analyzes how Crumbl changed its loyalty program by raising point earning while revising the redemption menu, so that customers got less value per point. It argues the result was a regressive redemption ladder.

Check value per point after changing earn and burn rules
Loyalty changes can feel like a devaluation
Look at both sides of a currency design

Built from Case Study: The Regressive Redemption Ladder In Crumbl's Loyalty Program by The Pricing Conundrum.