How do you ensure constant creativity to drive sales and brand loyalty week after week?

Amy Eldredge is Vice President of Menu at Crumbl, one of the fastest-growing brands in the world. She leads the brand’s 52 highly anticipated weekly menu drops per year across the franchise system of more than 1,000 locations (and counting).

In this episode, Amy takes us behind the scenes of what it takes to turn cultural moments, customer input, and culinary instinct into craveable products that scale. From viral collaborations like Benson Boone’s Moonbeam Ice Cream and the Kardashian collab to in-the-moment launches like the Dubai Chocolate Brownie, she shares hits, misses and lessons learned. A self-taught innovator and baker, Amy shares how Crumbl filters trends, tests ideas, and builds systems to ensure consistent creativity.

In this episode, you’ll learn:

✨ How to balance cultural relevance with brand fit for breakthrough innovation

✨ How customer and cross-functional collaboration helps fill your pipeline faster

✨ How to test ideas quickly with customer feedback before you invest in development

✨ How to learn from risks, hits and misses, and use them to improve future launches

✨ Where AI helps expedite innovation, and where human judgment still wins

A must-listen for brand leaders who want to move faster, innovate smarter, and create the next, best newsworthy product promotions for constant news and consumer love.

Amy’s Creative Inspiration

Book: The Book of Secrets by Deepak Choprar; From Impressed to Obsessed by John Picoult

Brand: Lyre’s, De Soi, and St. Agrestis

Beverage: Apple brandy sidecar or a