How do you raise prices on a DTC brand without killing demand?
Derek Jaeger founded Last Crumb in 2020, priced a box of cookies at $110, then moved it to $140. He says that is when the company took off. Eric Dyck gets the full DTC marketing story on the DTC Podcast: pricing as positioning, ecommerce growth without a repeat purchase, and why he killed the weekly drop model that made the brand famous.
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WHAT THIS EPISODE SOLVES
Your premium product is not moving and you are about to discount it. Derek tested upward instead. At $110 Last Crumb was fine, at $140 it had a differentiator, and the drops started selling out in one second.
You cannot hold a high price on packaging alone. He built the box as shipper and gift box in one, tested the angle each cookie sits at, and landed on 35 degrees with 90% of the lettering visible on open.
Scarcity launched you and has become your ceiling. Why a drop model cannot stay a value pillar forever, and how moving to evergreen was the test of whether he had a real company or a hype company.
Your customer acquisition cost will not clear on a single order. No subscription, no natural repeat, and a product that mostly gets gifted. What carried ecommerce growth when paid could not.
You are paying creators for content that does not perform. Last Crumb briefs nobody. They watch for organic posts that already work, whitelist those, and run the same asset on Instagram and YouTube. One repurposed video pulled 300,000 views.
You lose control of the product the moment it ships. The last seventy two hours in a UPS truck, and why owned retail at $8.50 a cookie fixed what ecommerce marketing could not.
ABOUT THE GUEST
Derek Jaeger is the founder of Last Crumb, the luxury cookie brand he started in Los Angeles in 2020 and has since moved to New York, with production in Brooklyn and its first store in Williamsburg. He still writes every recipe himself. lastcrumb.com
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