Key Takeaways

• Tate's Bake Shop had the most extensive range of choices for cookies. The company was also voted as having the best cookies in numerous online polls and articles.
• Doughnut Plant and Butter Love & Hard Work are two examples of companies that did not show any information on cookies for sale on their website.

Introduction

• Not all the companies listed provided evidence that they sold cookies on their websites. Where the companies did not list cookies for sale, information is provided on other similar sweet or baked goods.
• There was a lack of available news articles, specifically from the past two years, on most of these companies. Some information available was from periods prior to 2018, but also some of these companies, particularly those with a small social media or digital footprints, tended not to have much relevant information available in the public domain.
• The social media information was based on the following channels; Twitter, Instagram, Facebook, Pinterest, YouTube, Twitch, and TikTok. In some cases, accounts were not verified, and therefore the information could not be confirmed. Where this is the case, this has been labeled in the analysis.
• While some companies showed signs of being active on Snapchat, as Snapchat is a mobile app it was not possible to determine information like number of followers on the app.

Bakeries

i) Dominique Ansel Bakery

•  Cookies: 3pc Cookie Shot Gift Box — $21, 5pc Cannele de Bordeaux — $25, 10pc Chocolate Chunk Cookies — $50, 10pc Cookie Combo — $50, 10pc Double Chocolate Pecan Cookies (*Gluten Free*) — $50
•  Signatures: 4pc DKA (Dominique's Kouign Amann) Gift Box — $33, 4pc Cronut® Gift Box — $35, 12pc DKA (Dominique's Kouign Amann) Hamper — $90

• Twitter — Dominique Ansel has a verified personal Twitter account with 22.3k followers.
• Instagram — Dominique Ansel has a verified personal Instagram account with 497k followers. There is a Dominique Ansel Bakery New York account with just under 8k followers, and bakery accounts for LA, and London, with 23.1k and 107k followers respectively, but while these accounts appear to be connected, none of them are verified.
• Facebook — The official Dominique Ansel Bakery Facebook page has 80k likes. Dominique Ansel Bakery London have a Facebook account where just over 22k people have checked in. The store is listed as permanently closed.
• Pinterest — Dominique Ansel Bakery have 12.1k followers on Pinterest, and 349.7k monthly views
• YouTube — Dominique Ansel Bakery has 20.8k subscribers on YouTube
• TikTok — An account named Chef Dominique Ansel on TikTok has 3.2k followers and 102.5k likes.

• Forbes reported in November 2020 that Dominique Ansel Bakery were to begin shipping products nationwide across the U.S.
•  Dominique Ansel announced the September Cronut in August 2020, a new variation on the company's flagship product, the cronut, which is pumpkin and rice pudding flavored, for $6.
• Several news articles from mid-2020 reported the closure of both London based bakery stores. The reasons given for this were the ongoing financial and economic hardships arising from the COVID-19 pandemic and associated lockdowns.

ii) Milk Bar

• Assorted Cookie Tin — $20
• Strawberry Shortcake Caramel Snap Tin — $30
• Dozen Assorted Cookie Tin — $36
• The Cookie Faves Tin — $36
• The Snaps 'n' Cookies (Includes 6 Strawberry Shortcake Caramel Snaps and 6 Assorted Cookies) — $46.

• Twitter — Milk Bar Twitter account active since October 2010 and has 60.5k followers. Account is unverified. Founder and CEO Christina Tosi has a verified personal account with 47k followers.
• Instagram — Verfied Milk Bar Store Instagram account with over 4k posts and 775k followers. Founder Christina Tosi has 477k followers on her personal Instagram.
• Facebook — Official Milk Bar Facebook page with 88k likes. Christina Tosi has just under 187k followers on her personal page.
• Pinterest — Milk Bar have 3.1k followers on Pinterest, and over 10 million monthly views.
• TikTok — Milk Bar Store TikTok account has 190.7k followers and 2.8 million likes.

• Milk Bar's Strawberry Shortcake Caramel Snaps were featured in a recent online article suggesting ideas for desert recipes.
• A recent article entitled '9 Online Dessert Shops That Deliver Mother’s Day Treats' featured some of Milk Bar's products, including their cookies and desert items.
• In late 2020, Milk Bar improved access to their products by making them available to purchase nationwide from retain chain store Target.
• Milk Bar received publicity when it was reported that Amazon founder Jeff Bezos celebrated finalizing his divorce by ordering some of their products.
• In early 2021, it was reported that Milk bar founder Christina Tosi, was to offer a set of baking classes.
• Reports suggest Milk Bar were able to maintain their relatively strong sales performance and upward growth trends throughout the 2020 COVID-19 pandemic. Several creative marketing initiatives led to Milk Bar having an aided brand awareness of 21% in the U.S., higher than some other big names in the restaurant or food industry during this time.
• In April 2020, reports suggested Milk Bar was selling three million cookies annually.

iii) Doughnut Plant

•  Tres Leches Cake Doughnuts, 6 Pack — $40, or 12 Pack — $64.
•  Carrot Cake Doughnuts, 6 Pack — $40, or 12 Pack — $64.
•  Gluten Free Marcona Almond Cake Doughnut, 6 Pack — $40.
•  Wild Blueberry Cake Doughnuts, 6 Pack — $40, or 12 Pack — $64.
•  Choose Your Own Cake Doughnuts, 6 Pack — $40, or 12 Pack — $64.
•  Black and White Cake Doughnuts, 6 Pack — $40, or 12 Pack — $64.
•  Strawberry Cake Doughnut, 6 Pack — $40, or 12 Pack — $64.
•  Brooklyn Blackout Cake Doughnuts, 6 Pack — $40, or 12 Pack — $64.
•  Pistachio Cake Doughnuts, 6 Pack — $40, or 12 Pack — $64.
•  Ripple Doughnut — $25.
• Mini Cake Doughnuts — $21.
• Letter Doughnuts — $4.25 each.

• Twitter — Doughnut Plant NYC is an unverified Twitter account active since February 2010 which has approximately 9.9k followers.
• Instagram — Official verified Instagram account Doughnut Plant with 2,420 posts and 138k followers.
• Facebook — Doughnut Plant NYC has 36k likes.
• YouTube — Official YouTube account with 515 subscribers.

• Recent reports have suggested that after surviving store closures and financial hardships caused by the effects of the COVID-19 pandemic, Doughnut Plant is reviving its business model, with planned overseas expansion, beginning in Saudi Arabia.

iv) Sprinkles

•  Frost-a-Roos 
•  Chocholate Chip Cookie 
•  Double Chocolate Cookie 
•  Salted Oatmeal Cornflake Cookie 
•  Gluten Free Chocolate Chip Cookie 

• Twitter — Sprinkles Cupcakes is the official verified Twitter account, active since March 2009, with 134.2k followers.
• Instagram — Verified Instagram account, with approximately 3.8k posts and 657k followers.
• Facebook — Sprinkles Cupcakes official Facebook page has 497k followers, and 541k people have checked in.
• YouTube — 6.45k subscribers on the official YouTube page.

•  NBC Los Angeles recently reported that Sprinkles have diversified their product line by offering a new line of posh chocolates. The story was also covered by other media outlets.
• In late 2020, Sprinkles opened a retail outlet at a Disneyland resort.

v) Magnolia Bakery

• Classic Cookies (Cracked Sugar, Brown Sugar, Chocolate Chunk, Peanut Butter, Oatmeal Raisin) $1.75 each
• Classic Coconut Macaroon (Plain & Chocolate Dipped) — $2.00 each
• Sea Salt Caramel Cookie — $3.50
• Confetti — $3.50
• Reese's Pieces — $3.50
• Black and White — $3.50

• Twitter — Official Twitter account has 32.6k followers and has been active since March 2010. Account is not verified.
• Instagram — Magnolia Bakery official Instagram account is verified with 2,539 posts and 855k followers.
• Facebook — Magnolia Bakery official Facebook page has 248k likes, 279k follows and 104k people who have checked in.
• Pinterest — Magnolia Bakery have 13.9k followers on Pinterest and 1.5 million monthly views.

• In celebration of the 35th anniversary of the first release of the American Girl line of dolls, Magnolia Bakery have recently released a line of American Girl-themed cupcakes.
• Magnolia Bakery also recently released a line of iconic 'Carrie' cupcakes, in honor of the Sex and the City television character.
• During the 2020 COVID-19 pandemic, the company revealed plans to combat the threat with futuristic cleansing portals and purple-hued ceiling lights that will drench both customers and staff in potentially disease-destroying far-ultraviolet light.

vi) Supermoon Bakehouse

• Classic Care Pack, Pick Up or Delivery — $40.
• Super Care Pack, Pick Up or Delivery — $40.
• Petite Care Pack, Pick Up or Delivery — $25.
•  Cruffin & Doughnut Pack #1 (Add On Only) — $12.
•  Cruffin & Doughnut Pack #2 (Add On Only) — $12.
•  2 More Doughnuts (Add On Only) — $10.
•  2x New York Croissants (Add On Only) — $12.

•  3 More Traditional Croissants (Add On Only) — $12.
•  Jalapeno Honey Sourdough Loaf (Add On Only) — $12.

•  Sourdough Loaf (Add On Only) — $12.
•  2x Ham & Cheese Croissants (Add On Only) — $12
•  Jar of Jam 8oz (Add On Only) — $10

• Twitter — Only 233 followers on an unverified account. Active since December 2017.
• Instagram — Supermoon Bakehouse verified Instagram account. 669 posts and 200k followers.
• Facebook — Supermoon Bakehouse Facebook page has 6.8k likes, 7.8k followers and 4k people who have checked in.
• TikTok — 64 Followers and 735 likes on the Supermoon Bakehouse TikTok account.

• Supermoon Bakehouse products were mentioned in a recent article regarding valentines day gifts.
• Recently made published lists of the best products and best bakeries in New York City.
• As a response to a number of recent high profile Instagram campaigns and exposure, a recent article praised Supermoon Bakehouse for their marketing strategy.

vii) Tate's Bake Shop

• Extensive range of cookies and flavors, including Chocolate Chip, Walnut Chocolate Chip, Double Chocolate Chip, Oatmeal Raisin Cookies, White Chocolate Macadamia Nut, Coconut Crisp, Lemon, Blueberry Crisp and many more. Price categories are as follows:
• 3 Packs — $20.
• 6 Packs — $35.
• Assorted Gift Packs — $25.
• Cookie Tower Assorted — $60.
• Cookie Gift Cubes — $19

• Twitter — Official Tate's Bake Shop verified Twitter account with 7.6k followers. Active since August 2011.
• Instagram — Tate's Bake Shop official verified Instagram account with 38.5k followers and 921 posts.
• Facebook — Official Facebook page has 84k likes, 83k followers and 972 people who have checked in.
• Pinterest — Tate's Bake Shop followed by 1.7k. Has over 10m monthly views.
• YouTube — Official account has 2.1k subscribers.

• There has been some recent publicity regarding issues surrounding workers rights at Tate's Bake Shop. In March 2021, reports serviced of deportation threats and inappropriate treatment of employees amid a bid by some to unionize the workforce. In May, workers voted not to join a union, amid further controversies.
• Kathleen King, the founder of Tate's Bake Shop, announced an investment in the 'better-for-you' snack brand Chasin' Dreams in May 2021.
• Tate's Bake Shop has topped multiple polls and taste tests of the best chocolate chip cookie, including recent rankings by the Washington Post and industry experts 'Eat This Not That!'.

viii) One Girl Cookies

• Tea Cookies (traditional chocolate chip, apricot almond, chocolate cinnamon hazelnut, chocolate mocha, chocolate mint, chocolate pistachio (gluten-free), lemon rosemary shortbread — offered seasonally) — $0.88.
• Vegan Cookies (chocolate espresso, brown butter) — $1.50.
• Bar Cookies (brownie, lemon bar) — $2.25.
• Whoopie Pies (chocolate or pumpkin cake-y cookies with cream cheese filling) — $3.00.

• Twitter — Official Twitter account which is unverified, active since August 2009. 3.3k followers.
• Instagram — One Girl Cookies official Instagram account has 2.3k posts and 9.6k followers.
• Facebook — Official Facebook page has 4.7k likes, 5.1k follows and 27 people who have checked in.
• Pinterest — One Girl Cookies on Pinterest has 684 followers and 51.7k monthly views.

• In 2019 One Girl Cookies received media attention, with reports of a new line of miniature sandwiches offered by the company.

ix) Levain Bakery

• Levain Bakery sell six different types of cookie, all available in one of three gift box sizes. The prices for each at $27 for a 4 Pack, $49 for the 8 pack, $68 for the 12 Pack. The six different types of cookie are as follows:
• Levain Signature Cookie Assortment.
• Levain Chocolate Chip Walnut Cookie.
• Levain Two Chip Chocolate Chip Cookie.
• Levain Dark Chocolate Chocolate Chip Cookie.
• Levain Dark Chocolate Peanut Butter Chip Cookie.
• Levain Oatmeal Raisin Cookie.

• Twitter — Official Twitter account has been active since November 2009 and has 9k followers. Account is not verified
• Instagram — Levain Bakery Instagram account is verified, having 1.7k posts and 304k followers.
• Facebook — Official Facebook page for Levain Bakery has 48.3k likes, 49.9k follows and 10.2k who have checked in.
• Pinterest — Levain Bakery on Pinterest is verified and has 1.9k followers, with 123k monthly views.
• YouTube — Inactive YouTube account last posted on over 9 years ago. Has 2.3k subscribers.

• Reports from early 2021 reveal that Levain Bakery's cookies are now available nationwide, after the company announced a partnership with Whole Foods Market to distribute their products in the latter's retail outlets.
• Levain Bakery's products recently made an online article's published list of the best vegan cookies and associated recipes.
• An online article published by bloomberg suggested the company was producing over the 20k cookies a day.

x) Butter Love & Hard Work

• Various sweet items were available for sale, along with recipes and other related information. Below is a summary of those items:
•  Love Bites Bundle — $60
•  Malt Balls, Love Puffs, Brownie Bites, and Trail Mix — All $12
•  Praline Bites — $16
•  Love Chocolate — $35
•  Love PR Box — $200
• Recipe Packets, Four types: Strawberry Shortcake, Banana Rum Tart, Pretty Pink, Coffee & Cake — All $18.

• Instagram — Official verified Instagram account has 3.8k posts and 92.3k followers.

xi) MahZeDahr Bakery

• Heaven in a Box (selection of Seasonal Bars, Dark Chocolate Brownies, Shortbread, Chocolate Chip Cookies, a Seasonal Cookie Offering, and Peanut Brittle) — $65.
• Dark Chocolate Explosion Cookies 6 Pack — $12.
• For The Love of Chocolate (includes Dark Chocolate Brownies, Seasonal Bars, Chocolate Chip Cookies, Chocolate Explosion Cookies, Chocolate Sable Cookies, and Mah-Ze-Dahr Signature Granola) — $70.
• Chocolate Sable Cookies (10 Pieces) — $10.
• Cookie of the Month Subscription (receive an order of cookies each month) — $60-$120
• Chocolate Chip Cookies 6 Pack — $12

• Twitter — Official Twitter account active since October 2012 and has 896 followers. Account is unverified.
• Instagram — Mah-Ze-Dahr Bakery Instagram account has 1,261 posts and 26.5k followers. Verified official account.
• Facebook — Mah-Ze-Dahr Bakery Facebook page has 2k likes, 2.1k followers and 70 people who have checked in.
• Pinterest — Mah-Ze-Dahr Bakery has 186 followers on Pinterest.

• Reports from late 2020 reveal Mah-Ze-Dahr Bakery expansion plans with the opening of venues in Washington D.C. 
• An online article reporting on growth within the sector during the COVID-19 pandemic referenced Mah-Ze-Dahr Bakery and other successful ventures within the industry.

xii) Cindy Lou's Cookies

• Cindy Lou's Cookies are shipped nationwide on goldbelly. The company produces an extensive list of around twenty-five different types of cookie, with flavors such as chocolate chip, lemon, nutella, coconut and many more.
• The company sell 6 Packs on goldbelly for between $49 and $54 with free shipping nationwide. 12 Packs are between $79 and $84

• Twitter — Official Twitter account was started in January 2014 but is inactive and has not been used for almost 4 years. Not verified and only has 34 followers.
• Instagram — Instagram account is also unverified. Has 675 posts and 7.3k followers.
• Facebook — Cindy Lou's Cookies Facebook page has 859 likes, 886 followers and 328 people who have checked in.

• A recent online article suggested that Cindy Lou's Cookies was 'continuing to thrive' despite the pandemic.