About

Crumbl Cookies is a franchise chain of bakeries that specialize in cookies. The chain was founded by Mormon cousin brothers Sawyer Hemsley and Jason McGowan in Utah in 2017, with over 1,071 across the United States as of August 2024. The company is known for its viral marketing campaigns and strong social media presence, which is often credited as the reason for the popularity of its products. Crumbl Cookies has also commonly been the subject of memes and criticism online due to their calorically dense products and supposedly rabid fanbase, many of whom coalesce on the subreddit /r/CrumblCookies.

History

Crumbl Cookies was founded in 2017 by Mormon cousins Jason McGowan and Sawyer Hemsley in Logan, Utah. The company has since rapidly expanded its presence, boasting over 1,000 locations across the U.S. and Canada by 2024.

A significant driver of Crumbl's success is its strategic use of social media. The company has amassed a substantial following across social media platforms, with over 10 million followers on TikTok and 6.1 million on Instagram as of 2025.^[1]

The brand is known for creating weekly rotating menus with different cookies being introduced each week. This is done to encourage customer interaction and create anticipation for new products, with Crumbl buyers across America reposting and reviewing the same cookies on social media each week.

Crumbl Cookie's franchise-based expansion is also credited for its success, encouraging local franchise owners and stores to promote the company within their communities.^[2]

In December 2022, 11 Crumbl Cookies franchisees were found violating child labor laws by employing workers between 14 and 15 years of age.^[3]

Online Presence

Crumbl is known for encouraging consumers to make social media content in which they review Crumbl products on a weekly basis, leading to a subsection of social media influencers dedicated to trying, reviewing and promoting Crumbl.

TikTokers^[4] @crazy4crumbl posted one such video showing their Crumbl-themed graduation party on May 24th, 2021, gathering over 400,000 plays and 90,000 likes in four years.

By 2024, memes mocking Crumbl Cookie's excessive social media presence, as well as their perceived subpar products among some, began making the rounds online, with Twitter / X^[5] user @luxegenie joking about a shrimp cocktail-themed Crumbl Cookie on September 6th, 2022, and gathering over 90,000 likes in two years.

On October 24th, 2022, X^[6] user @Fearlesslori___ tweeted a photo of a box of Crumbl Cookies crushed under tire tracks, writing, "How to eat Crumbl cookies," and gathering over 20,000 likes in two years.

1000 Calorie Cookies

Many internet users criticize Crumbl for making calorically dense cookies, with some flavors reaching up to 1130 calories per cookie. On September 28th, 2024, X^[9] user @dxckiii reposted a TikTok that compared a Crumbl cookie to several food items that amount to the same caloric intake, gathering over 30,000 likes in four months.

On October 3rd, 2024, X^[10] user @MargBarAmerica posted a tweet joking about how Crumbl's 1000-calorie cookies are a sign that America is a dying empire, gathering over 9,000 likes in three months.

Unofficial 2024 Crumbl Sydney Pop-Up

On September 29th, 2024, an unauthorized pop-up event in Sydney, Australia, sold Crumbl cookies for $17.50 AUD each. The cookies were reportedly imported from the U.S. and were several days old when they were sold, leading to a slew of negative reviews on social media. Crumbl later clarified they were not affiliated with the event and expressed interest in expanding officially to Australia.^[8]

TikToker^[7] @sofiaqistinee posted a review of the unofficial Crumbl Sydney pop-up on September 29th, gathering over 6 million plays and 300,000 likes in five months.

Nara Smith's Crumbl Cookie Parodies

On October 8th, 2024, TikToker @naraazizasmith posted a video trying Crumbl Cookies, gathering over 50 million plays and 4 million likes on a video in which they gave overall negative reviews to the brand.

The post gathered a number of parodies, as seen in an October 9th, 2024, post by TikToker^[12] @sevilikes that gathered over 3 million plays and 380,000 likes, and a November 22nd video by TikToker^[13] @liammillerr that gathered over 34.9 million plays and 3 million likes in two months.

Related Entries

Amberlynn Reid Crumbl Cookie Video

The Amberlynn Reid Crumbl Cookie Video refers to a leaked viral video of YouTuber Amberlynn Reid massaging herself while engaging with Crumbl Cookies from the famous fast-casual bakery chain. The video allegedly leaked on Twitter / X and Reddit in late 2024. Reid is notably known for memes like Reacting To Me Lying. The Crumbl Cookie video sparked viral discourse and reactions from fans and internet users alike who shared memes about it on TikTok and X, among other websites.

Search Interest

External References