Crumbl Cookies, the popular cookie store founded in Utah in 2017, gained a lot of popularity at the time of its opening. Recently, the craze and excitement around this cookie brand has been escalating. Today, Crumbl has 862 stores across the United States. New flavors are released every week, which excites customers and keeps them coming in week after week. Major Crumbl popularity was first noticed in the summer of 2021, but then took a bit of a dip. Today, Crumbl is even more popular than before due to its expanding locations and various weekly flavors.
Crumbl Cookies is known for its new weekly flavors, but they also have flavors that appear more often that customers love. Their most popular and repetitive flavors include Pink Sugar and their classic chocolate chip. Depending on the season, Crumbl will have special flavors. “My favorite cookie is the cinnamon caramel apple; it tastes so good, and it’s one of their fall special cookies,” junior Vivian Brandt said.
Crumbl Cookies have seen a bit of a decrease in popularity about a year ago. Some students have suspicions because they repeat many of the flavors they’ve already had on their menu in prior weeks. If customers have already tried Crumbls weekly flavors, they are less likely to come back when they are repeated. Although customers enjoy the taste of the cookies themself, a major draw to Crumbl is their ever-changing rotation of flavors. “People realized it wasn’t that cool to go when they started selling the same cookies over and over again. I even stopped going because I was sick of the same flavors and cookies,” junior Lucy Lohmann said.
When Crumbl first opened, it only offered one size of cookies and limited packaging. Today, Crumbl now offers various packaging and different size cookies. For example, Crumbl created “Mini Mondays,” where customers can get mini cookies every Monday for a cheaper price. “I think when Crumbl did a rebrand and they made mini Mondays it gave people more opportunities to go and buy different kinds of cookies,” Brandt said.
Crumbl had a big expansion on social media this past year. Influencers on TikTok create videos trying the Crumbl Cookies of the week and post them for viewers to see. This has gotten customers excited and eager to go to Crumbl to try the flavors. “Content creators create mukbangs and food reviews which I think make other people want to try them, which I think is a factor in the expansion of popularity on Crumbl,” Brandt said.
Crumbl hit its peak in popularity when COVID-19 was still an issue in the world. Many people noticed Crumbl through social media at this time. Social media expanded this business all over the world, and people saw this as a fun outing to do with their family and friends. “I think Crumbl was popular at first because it was something exciting to do during COVID-19, and it was a new trend that everyone just hopped on and wanted to try,” Lohmann said.