Crumbl Cookies, Multiple Locations

I first heard of Crumbl Cookies as a result of their genius marketing; they somehow found a way to dominate my Tik Tok feed with videos of people reviewing their “Cookies of the Week.” There are two marketing strategies to unpack here: first, how they altered the Tik Tok algorithm to ensure that these cookies were the only thing I saw while scrolling through my phone at 11 PM and second, the genius concept of “Cookies of the Week''. This chain, with locations all across the US, holds two constant cookies, their Chilled Sugar and their Milk Chocolate Chip, and features four cookies that change every Monday morning. I find this concept fascinating because it leaves the chain’s customers always wanting more, providing them with an incentive to literally go and buy cookies every week. Not to mention, their aestically pleasing packaging and sleek modern addition of tablets to order make the experience all the more pleasing.

Anyways, let’s get into what you all probably want to know: are the cookies really that good or is it just the marketing? And I have to say that it is not just the marketing, the cookies are really good! I went during the week of Easter, therefore all the cookies of the week were Easter themed with a Carrot Cake Cookie, Ice Oatmeal Cookie, Cookies and Creme Cookie, and Toffee Bit Cookie. Let’s start with the Carrot Cake Cookie. Served warm with a thick, generous layer of cream cheese frosting, this cookie was superb. The cookie had a cinnamon and nutmeg flavor that truly encapsulated that of a carrot cake (although the cookie did lack actual carrot chucks which I saw as a positive but some people do like the carrot chunks in carrot cake. Now, I may be biased when talking about the frosting, because I personally believe that cream cheese frosting may be one of the best things on this planet, but the frosting was incredible. If you do not like a lot of frosting you probably would be better off ordering a different cookie, but a frosting lover like myself would go crazy for this carrot cake inspired treat. The only critique I have is that I think this cookie was a little too warm, which made it a little hard to eat. I would give the Carrot Cake a solid 7.8/10, but that whole rating is simply out of my love and bias for cream cheese frosting.

Now onto the Ice Oatmeal! I have to say that this cookie was a bit underwhelming. I guess if

you like a simpler cookie this one would probably be a good option for you. The base was a cinnamon oatmeal cookie that, like the Carrot Cake, was served warm. This cookie was yet again a little too warm for my liking, making it hard to eat but it tasted pretty good! The icing was good, perfect for someone who likes icing but not too much. I still would prefer to waste the calories on a more adventurous cookie but this was an adequate dessert. For the quality and content of the cookie, I would give it a solid 8/10, and would totally recommend this one if you are looking for a simpler cookie.

The Toffee Bit was also a little underwhelming. The cookie was a sugar cookie base with toffee bits mixed in. The flavours were all there, the salty and sweet balance that creates any addictive dessert. But, because it was served warm, the toffee was not crunchy and it created this mushy, weird texture. However, when I let the cookie sit out and it became room temp, the toffee hardened and the cookie’s texture was immaculate. I’m gonna say it, warm cookies are overrated! Warm chocolate chip, I get, it’s better warm. But, warm toffee chip, just no. I would give the hot Toffee Chip a 4/10 but when it was room temp it was a solid 7.4/10.

Surprisingly enough, the Cookies and Cream was one of my favorites! Before I get into my

opinions on the cookie, I feel like we need to take a moment to appreciate a cookie that is actually named Cookies and Cream - I just find that very amusing. Anyways this cookie had a crunchy outside - that was not hard to eat - and a moist, gooey inside, making it the cookie that was served warm with the best texture. This cookie was not falling apart in my hands as I tried to break off a piece which is proof of its exquisite structure. On top of the amazing texture, the flavors were also all there. I am not quite sure what type of cookie the base was; I would not describe it as a sugar cookie, maybe more like the brown sugar base that comes with a chocolate chip cookie? Anyways the base was a buttery, rich, bundle of deliciousness. The cookie also had Oreo bits, and white chocolate mixed in. The cookie bits provided some expected extra crunch but expectedly, the chocolate chips also added a bit of crunch. I saw some reviews saying that the white bits were actually marshmallow which could be why they were crunchy but I am almost certain that they were white chocolate chips. Anyways, this cookie was also another combination of salty and sweet, however I do think this salty/sweet ration was a little better for a dessert than the toffee bit because it was leaning more towards the sweet side with only a slight hint of saltiness - probably due to the heavy amount of butter in the cookie. The cookie was also topped with a white chocolate drizzle that really did not add much to the cookie making it a cookie for all the frosting haters out there. I would rate this cookie a solid 8/10 because the structure was just immaculate.

The last cookie I got to try, which was the one I was most excited for and had the highest expectations for, was their signature Chilled Sugar. Like the title implies, this cookie was served “chilled.” The concept of a “chilled” rather than warm cookie fascinated me, but I have to say that Crumbl Cookies perfected this approach to cookie making. The cookie’s temperature held true to the title. I was worried that it was going to be too cold, but it was, in fact, just chilled. Having the cookie be chilled rather than warm made it seamless to eat; it was not melting everywhere, the frosting stayed on and you could easily break it in half. The cookie base was a perfect sugar cookie: buttery, flakey, sweet, and rich. A little thicker than a normal sugar cookie, it provided the perfect base for the heapload of frosting on top. The frosting was very sweet, but not too rich, and it was the perfect thickness. I am a sucker for a sugar cookie with frosting so I may be biased when I say this was my favorite cookie, but it really was incredible. I would give this cookie a solid 9.3/10: the concept of a chilled cookie is just genius, but this rating also may be a result of my bias for sugar cookies.

Would I say that Crumbl Cookies marketing is reflective of their cookies? Probably, yes! These cookies were, on the whole, pretty good! But, you have to keep in mind that the cookies change every week so the chances of you trying any of the cookies I did are slim. I would recommend heading to your nearest Crumbl Cookies and trying them out though! You can check out their website, https://crumblcookies.com/ , to find a location near you. I would overall give Crumbl Cookies a 8.6/10 and wish I could try their “cookies of the week” every week!