Hundreds Line Up From 5:00 a.m. to Try Viral Crumbl Cookies in Mexico
Hundreds of people lined up from 5:00 in the morning to be among the first to try the viral cookies with flavors such as chocolate chips and Confetti Cake.
Crumbl Cookies became viral on social media platforms such as TikTok, where influencers and actresses like Lili Reinhart have shared their reviews. (Photo: Image generated with AI Gemini / Pexels)
The first Crumbl Cookies location in Mexico opened with six flavors ranging from the classic chocolate chip cookie to one inspired by the tres leches cake.
The excitement surrounding the cookies, which became viral on social media platforms such as TikTok —where influencers and actresses like Lili Reinhart have shared their reviews— caused a line of more than one block outside the store.
The first Crumbl Cookies store opened in the Roma neighborhood of Mexico City, a location where hundreds of people arrived since early morning with a single goal: to try the giant cookies and receive the free sweatshirt given to the first 100 people in line.
What Is the Story Behind Crumbl Cookies?
Before becoming one of the most popular dessert franchises on the internet, Crumbl Cookies began as a hobby for Jason McGowan and his cousin Sawyer Hemsley, who saw cookie sales as a way to earn additional income.
Neither of them studied baking: “Before Crumbl, I was passionate about technology. I loved building digital things. I made the decision to leave that world and dedicate myself to cookies,” Jason said in an interview with CNBC Make It.
Sawyer also knew nothing about cooking. He was a student when his cousin told him about the idea of selling cookies, and he agreed to participate. Since both were busy during the day, they used their nights to bake.
The ideal recipe did not appear immediately. They experimented with different ingredients and asked for the opinions of relatives and even strangers:
“We weren’t embarrassed. We went to gas stations, friends’ and family members’ homes, and presented them with two cookies.”
The tastings, recipe changes, and experiments with new ingredients made them spend weeks searching for a formula that convinced them:
“It took us around four or five months to make a single cookie,” he commented.
With the recipe ready, the official story of Crumbl Cookies began in 2017. Jason and Sawyer shared the entire process on social media from the beginning, a strategy that helped them create a community of followers.
“We were building it and people were following the story. It was really exciting for everyone,” he recalled. That same year, they rented a location, even knowing that the building would be demolished six months later.
They considered that amount of time enough to measure the public’s response to their cookies:
“I had no idea how successful it was going to be. It was just a side project we were doing for fun, but things changed,” he explained for Divot’s YouTube channel.
Why Are Crumbl Cookies Special?
The cookies gained fame for more than one reason. One of them is their large size, a detail that may seem casual but was planned by Jason with the goal that each cookie could be shared among several people.
“It’s very big, so you have to share it,” he commented.
That decision had the expected effect: people who tried a piece ended up returning to buy a whole cookie.
The texture and size are not the only factors that distinguish Crumbl Cookies. Another of its best-known characteristics is that the menu changes every week.
The flavors constantly rotate. The idea emerged after some customers felt disappointed when they could not find certain varieties.
“We were desperately trying to keep all the flavors and it was really very difficult (…) Then the idea of rotating flavors and announcing them on Sundays came up,” Jason explained to CNBC Make It.
The new flavors are announced every week at 6:00 in the evening, allowing customers to know in advance which varieties will be available and generating new reviews on social media.
This explains why so many people talk about the cookies, because even if they visit the same store, they find different options every week. In addition, the strategy encourages many customers to return to try the newest release.
The flavor, texture, rotating menu, and large size of the cookies have turned Crumbl Cookies into a social media phenomenon. Before July 28, there were no locations in Mexico.
For this reason, hundreds of people arrived from 5:00 in the morning on the first day of operations. As shown in several videos shared on social media, as the hours passed, the line continued growing until it went around the block.
How Much Does a Crumbl Cookie Cost? OFFICIAL Price List in Mexico
Prices range from 89 pesos for one cookie and reach 885 pesos for the box of 12 cookies at the physical store.
In the online store, prices are higher: one cookie costs from 199 pesos and the box with six cookies reaches 1,100 pesos.
Additionally, online it is possible to purchase a monthly subscription for 990 pesos. This includes a weekly delivery of five cookies with home delivery included.
During its first week, the available flavors are Tres Leches Cake, Chocolate Cookies & Cream Cookie, Confetti Cake Cookie, S’Mores Cookie, Chocolate Chip Cookie, Pink Sugar Cookie, and Chocolate Chip Cookie Thins.
Where Can You Buy Crumbl Cookies in Mexico?
The first Crumbl Cookies location is located at Durango Street number 225, in the Roma Norte neighborhood of Mexico City.
The opening hours are Monday through Saturday, from 10:00 in the morning to 10:00 at night.
Source: elfiannciero
