Crumbl Cookies, the fast-growing US franchise known for its rotating weekly menu and indulgent gourmet cookies, is making its first move outside North America, with plans to open in Australia.
This expansion signals a key milestone for the brand, which has gained a significant following in the competitive US market by combining product innovation with a customer-centric approach. In an unusual strategy, Crumbl has asked its loyal fan base to weigh in on where the first Australian store should open.
The decision to expand comes after a viral social media event in Bondi earlier this year that falsely promoted Crumbl’s arrival, creating both disappointment and heightened anticipation among Australian consumers.
“The team at Crumbl has been amazed by the support of fans in Australia over recent weeks,” the company announced on social media.
“Crumbl has been inspired to accelerate plans to provide all dessert-loving Aussies, with a true Crumbl experience.”
Crumbl’s unique business model—offering a rotating, limited-edition cookie menu that changes weekly—has been central to its success, driving repeat visits and maintaining consumer interest.
Crumbl co-CEO Jason McGowan flew into Australia following the viral saga, and said he had been scouting locations including in Bondi Junction and Circular Quay.
Speaking with Nine newspapers, Jason said the viral saga has proved shocking.
“It was shocking that, one, they charged that much for the cookie but, two, that people were actually lined up and willing to pay for it,” he said.
Crumbl Cookies first opened in the US in 23017, and currently has more than 850 stores in North America.
As the brand prepares to enter the Australian market, both consumers and industry professionals will be watching closely to see how Crumbl adapts its winning formula to the local landscape.
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