In all 50 states, Monday means that it is time to secure a pink box of Crumbl cookies. With over 6 million followers on Instagram and 9.4 million on TikTok, people monitor Crumbl’s weekly flavor lineup with a religious dedication — that is, if they haven’t already looked at spoilers. What follows swiftly is an array of influencers reviewing each flavor, garnering thousands and millions of likes and debates in the comments.
Ever since Crumbl’s opening in 2017, the Utah-born bakery has become the fastest-growing dessert chain in the country, with 1,000 stores nationally. The aesthetically pleasing packaging, open-concept kitchens, and rotating menu have captured the tastes of Americans everywhere, including Olivia Rodrigo and Kylie Jenner, who collaborated with the brand to release their own flavors. For a brand of cookies to reach this level of fame is unprecedented. Despite its success, Crumbl has come under fire for being underbaked, overpriced, and overhyped. How did one Crumbl bakery become a billion-dollar company and what kind of recipe does it take to transform a cookie into a cult-like phenomenon?
Creating the Crumbl Cult
Cousins Jason McGowan and Sawyer Hemsley first founded Crumbl Cookies in 2017. McGowan was raising a family and working in tech, while Hemsley was still in college. Back in Utah, their venture began as a side hustle. With little to no knowledge about cookies, they were determined to pursue their quest of selling the perfect chocolate chip cookie.
McGowan utilized his tech background and A/B testing to begin the process: They would create two versions of a cookie and change one element at a time. Strangers in gas stations would taste the two options and share which one they liked better. In the meantime, the cousin duo made alterations to their recipe according to the feedback. Once the semi-sweet cookie was finalized, people were lined up down the block of their first Crumbl location to try this esteemed recipe. Little did McGowan and Hemsley know that this local success in Utah would soon become a billion-dollar company.
In 2024, the number of Crumbl locations is ever-increasing. The store spaces are consistent, with a clean and simple pink design. An open layout allows customers to watch the Crumbl employees as they bake and prepare the cookies on the spot. The semi-sweet cookie remains a staple on each revolving menu, yet the other flavors alter weekly and correlate to the time of year and seasonal flavors. As they rise in popularity, the company continues to expand their market. Recently, they have been experimenting with cakes, loaves, and pies as part of the weekly menu. They also sell mini versions of the cookie lineup, frozen cookie dough, and ice cream. Not everyone has been ecstatic about these new developments, but Crumbl’s appetite for success remains unsatiated.
Cookie Controversy
The downside of a Crumbl cookie can be found in its ingredient list. One cookie ranges from 700-800 calories each, more than a McDonald’s Big Mac. The non-cookie items, like a pumpkin square, for instance, can exceed 900 calories. Consumers are divided on whether Crumbl can be enjoyed as an occasional treat or promotes a dangerous sugar addiction.
It is a widely held belief from professional nutritionists that sugary desserts are perfectly fine in moderation. The problem with Crumbl is that its whole scheme promotes weekly intake. Their revolving menu parallels product drops in the fashion industry. The success of these drops is dependent on the scarcity effect. Well-known creators also drop weekly mukbangs and reviews, creating a sense of exclusivity and driving people to Crumbl with alarming dedication.
@izzyeatsworld Reviewing this weeks crumbl cookies ! 🍪 🩷 @Crumbl Cookies Cookie Review, October 7th (: #crumbl #crumblcookiereview #crumblreview #crumblreviews #crumblcookies #crumblcookiesoftheweek #crumblreviewer #crumblasmr #crumbltiktok #crumblecookie #tresleches #foodietiktok #izzyeatsworld #crumblcookie
♬ original sound – izzy ♉︎
The scarcity effect spreads internationally as well. Crumbl is currently only sold domestically and in Canada. Recently, false news broke about a Crumbl pop-up in Sydney, Australia. The pop-up turned out to be a viral scam. The cookies were actually brought from Hawaii in suitcases, resulting in stale cookies sold for a whopping $17 each. Though this situation was a scam from an unrelated source, the company has received backlash on the lack of consistency in quality across each store. As their success heightens, perhaps their quality lowers.
The controversy does not end there. Back in 2022, the franchise underwent a federal investigation when it was revealed that Crumbl had violated child labor laws in six states, including California. Over 46 young employees aged 14 or 15 were working longer hours than their permits legally allowed, while operating potentially dangerous ovens and machinery. Crumbl faced the consequences with over $57,854 in penalties. Crumbl released an apology, promising to better investigate their stores’ observance of labor laws. This lawsuit did not delay or require much of a recovery as Crumbl continues to climb the ladder of success.
Consumerism is a controversial force. People’s demands go through trends and cycles, yet the Crumbl obsession has been unwavering. Will we ever outgrow our Crumbl craze? While social media may indicate otherwise, in a capitalist culture, the higher you climb, the more risk there is to fall or — no pun intended — crumble.
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