This article is part of “Where Are They Now?”—an ongoing series in which Franchise Times managing editor Emilee Wentland and reporter Alyssa Huglen catch up with emerging brands.
Growth strategies have shifted at Cookie Plug, with the quick-service cookie concept favoring a slower, intentional approach.
Cookie Plug sits at 34 units nationwide, with all but three franchised. President and Chief Growth Officer David Denker predicted reaching the 50-unit mark by opening 15 to 20 units this year.
Restarting Cookie Plug’s franchise development process meant closing various corporate stores to make way for franchised units.
Denker said the company initially focused on a larger corporate presence in California, where the brand was founded. Cookie Plug since switched to focusing on existing franchisees who are looking to grow their unit count.
“It’s exciting to talk to folks that want to bring this to their community,” Denker said. “We’re finding the right folks that are really passionate about their community, about cookies and then have the right financial and business acumen.”
Adjusting to this intentional approach has meant being more realistic about Cookie Plug’s growth opportunities.
Former CEO Chris Wyland told Franchise Times in 2022 his goal was to have 300 units open by 2026. That goal has been heavily adjusted, Denker noted, largely due to Wyland’s departure from the company in April 2024.
“I don’t think it’s a feasible goal … I would love to be in the 75 to 100 range [by 2026], just the way the real estate market is and the way the world is right now,” Denker said, describing himself as a realist when it comes to franchise growth. “I’d also like to bring on double-digit, qualified franchisees that are going to open and be successful.”
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The company has decided to go “CEO-less” for a bit, according to Denker, with he and founder Erik Martinez leading the executive team.
Franchise Times last covered the brand in 2023, when renowned rapper and businessman LL Cool J partnered with multi-unit franchisee Kevin Davis in signing a 60-unit development agreement. The agreement entailed opening Cookie Plug sites in Houston, the Los Angeles area, New Jersey and Orlando.
There aren’t any developments in regards to that deal, Denker said, as the duo is still in the process of opening the first unit. “We want them to get their first door open,” he added. “Once they get that under their feet, it kind of keeps the ball rolling.”
Cookie Plug launched a manufacturing facility in Evansville, Indiana, last year, allowing the company to be vertical and control its dough costs. The company brought on national partners in real estate, contracting and architecture in hopes of better assisting franchisees and offering additional resources.
Beyond the numbers, Cookie Plug is focusing its franchising efforts on community engagement.
“We find local content to provide in every graphic pack so that it fits with the community,” Denker said. “That’s why I do love the franchise. It’s local owners with a local concept driving that forward for us.”
The brand is growing its local digital presence for individual units and enhancing localized graphics. Denker said Martinez and the team spend time with each franchisee talking about the key components in the community; these are then woven into the unit’s artistic design, making each Cookie Plug location unique.
“When someone comes in, they’re wowed by the presence of so many local elements that reign true to themselves. For us, it’s also a great place for people to congregate, take photos with the amazing graphics and just really enhance it,” he said. “It’s that local ‘wow factor’ … and not just like our competitors. A white wall, pink writing store—it’s something more in depth.”
Cookie Plug plans to continue prioritizing local initiatives as part of its growth strategy, Denker said, seeing it as an opportunity to strengthen and diversify the brand’s franchise offerings.
“I’ve always been a fan about being active in the community, creating local partnerships and driving the ball forward in that regard,” he said. “That ground game is definitely something that excites us, and it’s something that we’re doing on a regular basis. We’re in more places than just our store, creating a bigger ecosystem for the consumer as well as our franchisees in the area.”