If you haven’t been living under a rock for the past year, you’ve likely heard of Crumbl Cookies. Founded in 2017 by cousins Sawyer Hemsley and Jason McGowan, the cookie company has taken the public by storm. But what’s driving this cookie craze?
For one, the company switches up its menu weekly, creating scarcity. This makes customers feel inclined to buy a cookie, as it won’t be in store next week. In addition to providing a wide variety of flavors, Crumbl also sells cakes and mini versions of its cookies.
“My favorite Crumbl Cookie line-up was the Aug. 5-10 week,” senior Michael Nelson said. “It had top tier flavors such as, Chocolate Green Mint, Strawberry Ice Cream Bar and Monster. Crumbl is the GOAT of cookie stores.”
Another reason the corporation has gained fame is its social media presence. By capitalizing on their backgrounds in marketing and tech skills, the owners were able to build a name for their company across multiple platforms. On Instagram they post the weekly menu, and on Tik Tok mukbangers, someone who posts videos of them eating large portions of food, and influencers visit Crumbl weekly to give honest reviews of the cookie flavors.
“My favorite Tik Tok mukbanger is eatwithcoco,” senior Anabella Phillips said. “She’s my favorite because she doesn’t speak during her videos which makes it more enjoyable to watch. She always shows you the food she’s eating up close and I find that appealing.”
Finally, the cookie company garners attention by receiving both good and bad reviews. All press is good press in Crumbl’s case. Some people claim the cookies are sometimes raw or too calorie-dense, with one cookie containing up to 800 calories. The mix of reviews makes people curious, leading them to try a cookie for themselves.
“Most of the cookies that you see on the website don’t add up to be what they are advertised as,” senior Aaron Shipp said.
The franchise offers something unique with its diverse range of flavors, making the possibilities endless. There’s no doubt you’ll find a flavor you like. It’s worth the try.
