After waiting in line for hours to buy a cookie imported from across the world, customers at a pop-up Crumbl in Australia spent $12, more than twice the amount of an average cookie, all for a trend. 

Created in 2017, Crumbl Cookie began in Logan, Utah. With the help of social media and innovative marketing tactics, what started as a small, local business rose to fame and grew to over 1,000 locations in the United States. 

Until it arrived in Goleta in 2023, Laguna students had to drive over 45 miles to its closest location in Oxnard. 

Like most teenagers in the United States who are excited to become a part of the newest trends, Laguna students traveled as far as they needed to to get a taste of the viral cookies. 

However, with Goleta less than 10 miles away from school, more and more pink Crumbl cookie boxes appear around campus during free periods, lunches, and before and after school.

 What is it, though, that makes these cookies so appealing, and what is the hype around the trend?

Unlike other popular cookie brands, Crumbl has made a name for itself with its manipulative marketing tactics. With a new set of eight unique and captivating flavors coming out every Sunday, Crumbl provides followers with a reason to buy cookies every week. 

The fast turnaround of flavors leaves consumers with a sense of urgency to buy the cookies of that week before they are gone. 

Capitalizing on the modern teenage buyer’s short attention span and impulsivity, Crumbl brings consumers back after their initial purchase with the promise of a new batch of flavors. 

Senior Georgette VonYurt, a Crumble regular, said that her favorite part of Crumbl is that they “have different flavors every week. It’s a new variety, so if you didn’t like last week’s cookies, there’s a new chance every week to get something that you might like.” 

Though the classic milk chocolate chunk cookie is a recurring flavor every week, most people purchase Crumbl in a five to eight-pack with every flavor of the week to get a bite of the different types, no matter how unconventional they seem. 

“I like Crumbl for the different and exciting new flavors,” said freshman and self-proclaimed Crumbl “addict,” Violet d’Offay.

With cookies ranging from basic snickerdoodle and peanut butter to strawberry limeade and key lime pie, influencers quickly jump on social media to comment on the week’s flavors. 

Though Crumbl’s own marketing has led to much of its success, social media platforms such as TikTok and Instagram reels have exponentially grown the popularity and hype around the company while simultaneously promoting often wasteful buying and over-consuming habits. 

With influencers posting food reviews, students can watch other people review and promote the cookies of the week, making them more inclined to try the flavors for themselves. 

Freshman Sierra Finney says social media greatly influenced her interest in Crumbl.

“I think it’s become more popular than last year or so because of social media. Without social media, it is just a cookie store, but with social media, influencers have an effect. I wouldn’t go if I hadn’t seen it on TikTok,” Sierra said.

Not only are social media influencers promoting this company, but celebrities as well. 

Grammy award winner Olivia Rodrigo and talk show host Jimmy Kimmel have created their own signature cookies, which were sold for the week in the Crumbl stores. 

During the summer, Rodrigo’s “Guts Tour” cookie went viral, with both Crumbl and Rodrigo fans rushing to the stores to try their favorite singer’s cookie. 

In November, Kimmel released his cookie of the week, “Holiday Seasoning Candy Cane Brownie,” which was a favorite amongst buyers. 

By having celebrity collaborations, Crumbl can connect with and attract customers in ways smaller corporations can only dream of.

This trend, strengthened by social media, is not just a cookie but an experience. With the option to purchase a five to twelve-pack box of cookies, the product is designed to share. 

Students carpool to Crumbl during lunch and free periods, ready to split the massive cookies not only with their friends but also with whoever walks by. 

Several times a week, the senior quad at Laguna is packed with students trying to get a bite of their friend’s purchase. 

“I do not think I’ve ever gone to Crumbl by myself. It is a fun thing to do with my friends,” Georgette said. 

Students pack into senior cars at the promise of waiting in line and being a part of the growing Crumbl cult. 

So, what is next for this cookie empire? 

How do they plan to maintain a continual newness and relevancy in a society so guided by fast consumption and the promise of something better? 

Crumbl has already made changes, expanding its menu from cookies to additional pies and cakes.

 In the pursuit of staying relevant, though, will they lose their quality and original purpose of providing nostalgic, warm grab-and-go cookies accessible to anyone?